Events & experiential

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News • 06 January 2021

Live events suffered during 2020, but ‘hybrid’ (digital/physical) events can offer a way forward, allowing a modular approach that can accommodate pandemic restrictions as they vary across the world.

Why ‘hybrid’ events are a brand opportunity, not a fix-it for Covid

Article • Christophe Castagnera, WARC Exclusive, December 2020

For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

Power of Connection: an omnichannel touchpoint approach for retail

Opinion • Nicola Niesl, December 2020

In a final instalment of category-specific touchpoint investigations, Kantar’s Nicola Niesl looks at touchpoint effectiveness for retail brands.

How NI sustained demand generation in the absence of live events

Article • Brian Carruthers, Event Reports, DMWF Virtual, September 2020

When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.

What we know about experiential marketing and sampling

Article • WARC Best Practice, December 2020

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

The power of connection: An ever-evolving ride for automotive brands

Opinion • Nicola Niesl, December 2020

In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.

Standard Chartered: Art Gap

Case Study • Remie Abdo, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Why creativity is at the core of sports marketing

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.

How augmented reality is set to transform retail

Opinion • Faisal Galaria, December 2020

AR has been around for a while but, apart from the brief Pokémon Go craze, has never quite caught on with the public. The current shift to online shopping is about to change all that, says Blippar CEO Faisal Galaria.

IGNITE: IGNITE PH – an innovation in conferences

Case Study • Gio Gatchalian, Carlo Samaniego, Angelica Gahoy, Carina Rigor, WARC Media Awards, Entrant, Effective Use of Tech, 2020

IGNITE, the innovation conference, helped the startup industry flourish through its high attendance and participation rates in the Philippines.

Fanta: Twisted Carnival

Case Study • Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Category-leading soft drink brand Fanta ran an experiential and digital Halloween campaign in Britain in 2018 to grow sales and engagement among its target teen audience.

How identifying pain points along the Australian Defence Force's recruitment process led to breakthrough innovations

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

The Australian Defence Force (ADF), a military organisation, addressed three pain points in its recruitment process, which led to innovative breakthroughs.

Help for Heroes: #40,000Strong

Case Study • Rebecca Priest, WARC Media Awards, Gold, Effective Channel Integration, 2020

Help for Heroes, the charity, used a powerful creative motif and installation to galvanise support for military veterans in the UK.

Manulife Singapore: Museum of Claims

Case Study • SABRE Awards, APAC, South-East Asia, Gold, 2020

Manulife Singapore, an insurance brand, launched its campaign Museum of Claims in Singapore to spark conversations about insurance and promote the brand.

Lenzing patches sustainability knowledge gap in fashion with Tencel™ brand “Feel So Right” Movement

Case Study • SABRE Awards, APAC, Superior Achievement in Measurement And Evaluation, Diamond, 2020

Lenzing, the manufacturer of TENCEL™ branded fibres, educated the fashion industry and consumers about sustainable raw materials, encouraged a change in customer behaviour and promoted TENCEL™ fibres among brands with its global campaign Feel So Right.

The Broken Dagger: The Speak-Easy Bar Inspired by The Gods

Case Study • SABRE Awards, APAC In2, 2020

The Orangeblowfish, a creative agency, transformed a convenience store into The Broken Dagger: an exclusive, intimate bar, full of divine mystique, on behalf of Shanghai mixologist Geo Valdivieso in China.

Corning Gorilla Glass headlines India's biggest youth festival

Case Study • SABRE Awards, APAC, Technology: Hardware, Gold, 2020

Corning Gorilla Glass, a brand of chemically-strengthened glass, celebrated the brand and connected with a younger, technologically-savvy audience in India by organising a youth-focused technology summit.

Froebel-kan: Eat Your Words

Case Study • SABRE Awards, APAC, Branded Journalism, Gold, 2020

Froebel-kan, a publishing brand, developed and launched an children's edible picture book entitled Eat Your Words in Japan.

How the FT sees the future of live events

News • 27 October 2020

FT Live, the events division of the Financial Times, is going all-in on digital events in 2021 and, in the near future at least, doesn’t expect to see the return of big international conventions.

What's working in AR and VR

Article • WARC Category Intelligence, October 2020

Global strategies, campaign updates and trends in AR and VR.

Adapting to the new economics of B2B marketing

News • 15 October 2020

Business-to-business (B2B) marketers have significant opportunities to broaden their targeting and investment of time and effort as a result of the lower costs of doing business engendered by the COVID-19 pandemic.

How FT Live is changing its business model

Article • Brian Carruthers, Event Reports, Advertising Week 2020, October 2020

This article considers how the Financial Times’ (FT) events business has pivoted to digital during the pandemic.

Taobao is doubling down on short videos ahead of Singles Day. What does this mean for the industry?

Article • Alexander Wei, DLG, WARC Trends, October 2020

Experiential marketing in 2020: The opportunities and challenges

Article • Mark Gass, WARC Exclusive, February 2020

Experiential marketing is increasing in popularity as brands seek to offer consumers fresh, exciting perspectives in real life, away from screens.
What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.
What we know about experiential marketing and sampling

Article • WARC Best Practice, December 2020

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.
How to do effective experiential marketing

Article • Alex Smith, WARC Best Practice, April 2016

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.
Sephora’s emotion-led formula to build its customer loyalty program

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2019

Sephora, the beauty retailer, has put compelling experiences at the heart of its customer loyalty program, which is known as Beauty Insider.
What's working in AR and VR

Article • WARC Category Intelligence, October 2020

Global strategies, campaign updates and trends in AR and VR.