Today (Monday 20th January) Magnum has launched the Magnum Ruby Room; an experiential activation created by Golin and Hot Pickle. Running until tomorrow (Tuesday 21st January), the activation offers guests the chance to sample the Magnum Ruby, with an entirely new taste experience designed alongside a colour psychology expert in a bid to lift Brits’ moods during cold, dark January. The two-day activation takes inspiration from the mood enhancing hues of the natural pink colour of Ruby chocolate.

The multi-sensory Ruby Room offers Londoners an experience through taste, colour, light and sound. The space will feature mirrored walls and an infinity mirror to create a heightened, optical feast of Ruby pink, while a custom soundtrack helps to elevate moods.

In addition to the experiential activation and press activity, the launch of the new Magnum Ruby is supported by a paid media campaign from Mindshare including TV, online video, outdoor, paid social and a media partnership.

Alix Colin, Senior Brand Manager, Magnum UK, commented: “We are excited to kick off our year-long campaign with the Magnum Ruby Room, a multi-sensory experience which offers a moment of true pleasure. We’re thrilled to be the first brand in the world to pair Ruby chocolate with ice cream, offering fans a taste experience like no other. After the success of Magnum Ruby in Turkey, where the product was our best performing NPD to date, we’ve made significant investment in a multi-channel campaign to target new and untapped audiences and get them to discover the Magnum brand.”

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Marketing and communications agency Clarity, launched an Augmented Reality (AR) menu as part of the ‘Be in The Know’ campaign for cocktail bar chain Be At One. As part of the new campaign, the bar has also partnered with Bacardi, to further promote the three secret AR cocktails that are revealed via the app.

Following Be At One’s aim to stay ahead of the market, Clarity were engaged to create a rich, immersive customer experience that reflected its position as an innovator in the cocktail space. The objective was to deepen the in-bar experience and integrate the existing app in order to better engage guests and drive both advocacy and loyalty, whilst also helping to increase Christmas sales and bookings ahead of the busy festive period.

Every October, Be At One refresh the design and branding of their menus and update the selection of cocktails that is available. This year, as part of the evolution, they added a secret menu using augmented reality to enable app users to ‘be in the know’ and unlock hidden content – including secret menus, cocktail insights from Be At One bartenders and access to limited edition, premium cocktails. Customers who have the app can scan an indicated menu page to reveal a secret cocktail that they are then able to purchase at the bar.

The new campaign has been designed to move Be At One further into the experiential space and encourage new visits, repeat visits and loyalty to the brand.

The AR functionality will be launching with Be At One’s festive Christmas menu, available now.

Abby Brockwell, Head of Marketing at Be At One, said: “In a such a competitive market, it’s really important that we work on continually evolving the Be at One guest experience to stay relevant. It’s been fantastic working with the team at Clarity.  They have been critical in helping us develop an innovative use of AR to integrate seamlessly with our rewards platform, in a way that is so true to the Be at One brand and genuinely adds value to our guests experience.”

Jeremy Harvey, Creative Partner at Clarity adds: “We love working with Be At One to help shake things up within the drinks sector. Our new AR activation is another example of the brand’s commitment to innovation, allowing guests to unlock and share secret content, supporting our ‘Be in the know’ platform. We’re looking forward to seeing where this app will take the brand and how it will influence other exciting activations as we move into 2020.”

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Creativity has been brought to life in brick-form at The Savoy after The LEGO Group unveiled the Twelve Rebuilds of Christmas.  A rewrite of The Twelve Days of Christmas, each line of the classic Christmas carol has been re-imagined as if through the eyes of a child, so instead of Five Gold Rings and a Partridge in a Pear Tree, this year carol singers will be singing about Santa’s New Wheels and a Dragon Shaped Christmas Tree.

372,931 bricks, and 2,200 man hours have gone in to taking the song lyrics and turning them into The Twelve Rebuilds of Christmas, on display at The Savoy for the public to see until 3^rd January 2020.

This follows the recent launch of The LEGO Group’s biggest-ever global brand campaign, Rebuild the World, which champions the importance of creativity as a key 21st century skill and nurturing the belief that every child is born with incredible creative problem-solving capabilities.

Since launch in September, the Rebuild the World campaign has already seen iconic locations across the UK re-imagined and rebuilt through the eyes of children. The brand has now turned its attentions towards The Savoy, a true cultural icon in the heart of London.

The Twelve Rebuilds of Christmas aims to inspire people to champion the importance of creativity and the endless possibilities of imaginative play this festive season.

Everyone visiting the renowned London hotel will be greeted outside by ‘A Shark Land-Exploring’ in the fountain. Instead of being the one marvelled at by humans diving on holiday, this shark has come to London for a spot of sightseeing and pops on his water tank, snorkels and goggles to observe the hotel’s guests in their natural habitat.

Inside the foyer, ‘A Dragon Shaped Christmas Tree’ has taken residency. Every year he loves to put on all his festive decorations and show them off for all to see. Made of 150,000 bricks and taking 600 man hours to build this 430 kg festive fire-breather won’t be flying off any time soon!

‘A Princess Rocket Castle’, a spaceship like no other, has blasted into The Savoy to join the celebrations. Manned by a space exploring princess who has left her fairy-tale behind to travel the galaxy in her rocket castle.

These are just some of the imaginative and wonderful installations that have appeared at The Savoy overnight. Even the iconic Savoy sign on the roof has been given a festive makeover, with a LEGO Minifigure choir greeting the public as they arrive. On display until 3^rd January 2020, visitors are being encouraged to find all twelve Rebuilds of Christmas and get involved in activities taking place through November and December at The Savoy.

Every day during the installation visitors can take part in the LEGO Build to Give campaign. Visitors will have the opportunity to build a decoration, take a photo and share it on social media with #BuildToGive. For every decoration built and shared LEGO will donate a set to a child in need within hospitals, children homes, or underserved communities to play this Christmas.

Additionally, on Sunday 1st December & Sunday 15th December, The LEGO Group will be offering special workshops where visitors can join our LEGO Certified Professionals to get creative with their Build to Give decorations. Booking details will be made available in due course.

Nicola Morgan-Hulme, Senior Brand Relations Manager, UK/Ireland at The LEGO Group said, “We are excited to be partnering with The Savoy for this festive celebration. As part of our Rebuild the World campaign, this partnership is designed to inspire people of all ages to unleash their creativity and explore the limitlessness of their imagination through play. We hope that the Twelve Rebuilds of Christmas will truly inspire people to rebuild the importance of creativity this festive season.”

Ian Kidd, Hotel Manager, The Savoy, said: “With their motto ‘Only the best is good enough’, The LEGO Group is the perfect partner for us as we gear up to a festive season here at The Savoy that will delight and inspire both our grown-up and little guests alike. We’ve been blown away by the incredible creativity and passion brought to the table by the LEGO brick designers so far and are excited to able reveal the decorations for all to enjoy.”

The new festive experience follows the recent launch of the LEGO Group’s biggest-ever global brand campaign, Rebuild the World, inspiring people to champion the importance of creativity as a key 21st century skill. The campaign intends to nurture the belief that every child is born with incredible creative problem-solving capabilities – and has already seen the brand reimagine iconic locations across the UK through the eyes of children including Piccadilly Circus and Birmingham’s Bull Statue, amongst others.

The Rebuild the World campaign highlights the need to act now to nurture that creativity so that it can become a lifelong skill, and The Savoy colleagues behind the decorations for ‘All the Fun of the Fair – Savoy Festive Season 2018’, designer florist, Belinda Bowles, and carpenter, Sam Beer, worked closely with The LEGO Group on the 2019 creative concept and theme whilst gearing up to the big reveal.

The Twelve Rebuilds of Christmas will be on display at The Savoy until 3^rd January 2020. For more information please visit https://www.savoychristmas.com/.

LEGO Build to Give at The Savoy

The LEGO® Group has partnered with The Savoy this Christmas to offer special workshops where visitors can join our LEGO Certified Professionals and get creative as they build a festive decoration.  For every decoration built and shared used on social #BuildToGive The LEGO Group will donate a product to a child in need with in hospitals, children’s homes or under-served communities this Christmas.

• Date: Sunday 1^st December 2019, 11am – 4pm and Sunday 15^th December: 11am – 4pm
• Price: Free, but spaces must be reserved https://www.universe.com/LEGOBuildToGiveSavoy

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This week Vodafone launched a time-limited new instant win promotion where customers could win the brand new iPhone 11 through an augmented reality game in various locations around London. The promotion had only been advertised for a few days prior to going live through Global radio stations within London. This activation was delivered by Mando, Wavemaker, Ogilvy and Block V.

Vodafone brought the Interactive “Vatoms” to life by dropping them in 6 locations that changed daily in the capital for 2 hours each day. Influencers such as Love Island’s Maura Higgins and Tommy Fury helped reveal where the locations were on their stories alongside sneak peeks on the Vodafone social channels and the VeryMe app.

With 6 Vatoms available to play at each location, customers raced around to collect them by visiting www.findunlimited.co.uk and taking part in the augmented reality game. Once a Vatom was found, participants could click on it to reveal instantly if they had won.  Some of the iPhone 11 winners were even lucky enough to be handed their prize there and then. Other prizes included the Apple iPad Air, Apple Tv, Apple AirPods and App Store and iTunes gift cards.

Thousands of people took part in the promotion over the course of the 5 days and Mando have been absolutely thrilled to be part of this inspiring and innovative new instant win promotion alongside Ogilvy, Wavemaker and Block V. Today (Friday 27th September) is the last day for the promotion.

Leonie Walker, General Manager of Europe, said: “It’s wonderful to be part of something so innovative. Augmented reality is increasingly on the rise as a way of engaging customers to surprise and delight them.”

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Desperados invite festivalgoers to trial a complimentary, unique body marbling experience at selected UK festivals this summer.

The Desperados Paintworks festival activation, developed by award-winning creative agency Twelve, will welcome those who dare to express their creativity with UV body art throughout the day and offer free samples of the refreshing taste of beer with a kick of tequila.

Paintworks launched at We Are FSTVL, encouraging festivalgoers to ignite the festival spirit by creating their own body marbling pattern with the distinct vegan-friendly organic paints. Once the sun sets, the patterns comes to life with the UV paint radiating amongst the crowds, allowing partygoers to enter a colourful world this festival season.

Paintworks is part of Desperados latest campaign, establishing them as an iconic party beer for a new generation of festivalgoers. Desperados will be activating this experience at BoomTown (7th-12th August), Elrow London (17th August) and South West Four Festival (24th-25th August).

Festivalgoers can share their body marbling experience on social media using #WeAreTheParty @Desperados.

Izabela Glodek, Brand Director for Premium Beers at Heineken UK, said: ‘As the original tequila-flavoured beer, Desperados has always stood for wild experimentation and creativity. And 2019 will be no different with Desperados Paintworks igniting the party with unique body marbelling that will illuminate festivals and create epic party moments for the thousands.’

Amy Ritchie, Client Services Director at Twelve, said: ‘Festivals are an opportunity for people to escape and live their alternative lives. Where they dance into the night with strangers, dress up in clothes they otherwise wouldn’t, put on their glitter and party paint. Desperados Paintworks taps into these key need-states for festivalgoers elevating and igniting their night.’

You can see the video showcasing body marbling here: https://edelmanftp.box.com/s/vczp4wjmcelrm7bz7dz2kjjgn4ynromq

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Children up and down the country will be given a hands-on role in challenging the confusion around what can and cannot be recycled as part of a ground-breaking environmental campaign with Keep Britain Tidy and Harrogate Water.

Over 20,000 schools will be taking part in the project through the environmental charity’s Eco Schools programme. Eco-Schools is a global programme engaging 19.5 million children across 67 countries, making it the largest educational programme in the world.

The Eco-Schools programme is pupil-led, involving hands-on learning that gets the whole school and the wider community involved in exciting environmental projects.

Schools are provided with free resources to help them progress to the international Eco-Schools Green Flag award within 12 months of registration and Keep Britain Tidy provides additional assistance from a dedicated team of former teachers.

The initiative is being supported by Keep Britain Tidy recycling partner Harrogate Water along with Plastipak, one of the global leaders in sustainable packaging and recycling.

Richard McIlwain, Deputy Chief Executive of Keep Britain Tidy, said: “We are currently working with Harrogate Water and Plastipak on the new Waste and Recycling module. In 2019 ‘The Challenge’ will be a call to action for all participating schools to take part in a national survey assessing recycling in schools, finding out what waste management resources they have available as well as understanding local authority collections and recycling services. This National survey will be the first if its kind and will allow the schools to help advise on what they believe we should be doing to improve provision and help harmonise recycling services in schools across the country. The report will be published in an easy-to-use infographic format, made available to all relevant parties. This work by students will provide the springboard for the ‘Circular School 2020 Challenge’ when we’ll be encouraging schools to take an active role in coming up with sustainable waste management solutions.”

Kinza Sutton, Head of Public Affairs and Sustainability Europe at Plastipak’s, said: “Plastipak and Harrogate Water are champions of the circular economy and we believe children can play a big part in shaping a sustainable future and challenging the misinformation and confusion around waste management and recycling.”

Nicky Cain Brand Manager at Harrogate Water, said: “The Eco-Schools project will promote discussion around waste, recycling and the circular economy in the classroom. We know that children are passionate about the environment and want to lead the way in making positive changes. This programme gives them the opportunity, not only to uncover the facts about packaging and recycling but to influence the way forward towards a more sustainable future.”

As part of the project, Harrogate Water and Plastipak will adding their expertise in recycling and recyclable packaging and producing a video showing the lifecycle of a bottle of Harrogate Spring. All content for the module will be approved by the Assessments and Qualifications Alliance (AQA) and feed into academic subjects, as well as linking into Global Citizenship as part of the National Curriculum.

All PET bottles of Harrogate Spring are 100 per cent recyclable and contain at least 50 per cent recycled content, processed and supplied by Plastipak. The recycled content is sourced solely from the UK to inform consumers that their bottle may return as a new bottle when it is recycled.

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UNIT9 and Nike build on the excitement surrounding the Women’s World Cup with an in-store activation and digital tool that lets fans create personalised posters of themselves as footballing legends.

The experience will run in London’s Nike Town, the Champs-Élysées store in Paris and in Berlin and Amsterdam stores. The activation is also being supported digitally through an online tool hosted on Nike.com.

On Sunday 16th June, a selection of the most rousing posters will be showcased for all to see at Piccadilly’s iconic OOH site.

To create a personalised poster in-store, people are photographed in a bespoke booth and their image is composited onto a background of cheering crowds to build more on Wieden+Kennedy’s Dream Further campaign.

Posters can be further personalised by adding an inspirational strapline and participants then receive a digital copy and an A2 print.

For the online experience, participants can customise a poster featuring Nike Word Cup Stars by adding their own personal dream.

Rosh Singh, Managing Director at UNIT9’s, said: “We always enjoy working direct with Nike on in-store activations because it gives us a chance to unite all our multidisciplinary skills. But it’s particularly satisfying to contribute to a campaign that inspires and empowers our next generation sporting talent, particularly female athletes.”

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Tennent’s Lager has revealed a new on-pack promotion which gives fans of Scotland’s favourite pint the chance to win a key to the Wellpark Brewery and a party in the new visitor centre.

For every promotional pack of Tennent’s sold, shoppers can enter a unique batch code online and instantly find out if they’ve won either the ultimate prize or one of 40 secondary prizes.

The winning prize allows the consumer to host a VIP party for up to 29 friends, complete with food of their choice, a DJ, an exclusive tour of the brewery and personalised decorations throughout. Once the party’s over, the prize-winner will also be awarded a year’s supply of product, merchandise and a Tennent’s key for display at home.

There are also two secondary prize options to be won; 10 x party packs containing cans of Tennent’s, a Sonos speaker, personalised glassware and bunting, or their name engraved on one of 20 bricks on the new “Wall of Fame” located outside the brewery. 100 free tickets to the Tennent’s Story are also to be given away.

Available in 10, 12 and 15 can packs, the promotion will be available at select retailers in the off-trade including, Tesco, Morrisons and ASDA. There are 131 total prizes to be run and will be open for entries until 6th September 2019.

Iain Telford, Marketing Services Manager at Tennent’s Larger, said: “As Scotland’s favourite beer, we have a lot of loyal Tennent’s fans out there – so what better way to reward our consumers than with a key to the Wellpark brewery, or their name forever carved into the Tennent’s Wall of Fame. Our Visitor Centre reopened at the end of last year and following a successful relaunch, we can now use the space for unique customer and consumer events, which offer a true Tennent’s touch. We can’t wait to welcome our winners.”

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This Easter weekend (Friday 19^th – Monday 22^nd) the annual Cadbury-National Trust Easter Egg Hunts will run across the Trust’s 306 properties across the UK. For the sixth year running, RPM is executing the experiential element of the campaign.

Cadbury will be providing each property that signs up with the National Trust and National Trust for Scotland portfolio with the support to activate their own personalised egg hunt themes that tell the unique story of each of the locations in exchange for a Cadbury treat.

Buidling on the successful 2018 strategy and creative concepts, RPM has created and produced all of the assets in line with the wider brand Easter campaign, including the kit and signage, and will be handling all of the staffing and logistics to make the partnership a success.

Delia Metral, Brand Manager at Cadbury, says: “Easter is a key occasion where families come together for the long weekend. It is fantastic to be able to encourage people to visit the amazing range of National Trust locations around the country, as well as providing them with a boost to keep these historic locations running for generations to come.”

Dom Robertson, Managing Director at RPM, says: “For many people around the country, Easter is synonymous with Cadburys chocolate eggs, and being able to run such a long running promotion which also helps to preserve the history of iconic locations around the country is a real pleasure.”

All money raised over the weekend goes back to the specific property, ensuring The National Trust and National Trust for Scotland can keep looking after special places for families to enjoy for years to come. So far, some £4.8million  has been raised for the National Trust in England, Wales and Northern Ireland by the promotion following the 2018 Egg Hunt.

By partnering with The National Trust and National Trust for Scotland in the long-running campaign, Cadbury can bring the ritual of the Easter Egg Hunts to life and engage families all over the country, bringing them together over the Easter period and introducing them to the historic and beautiful properties run by the charity throughout Great Britain and Northern Ireland.

More information on the promotion is available at www.cadbury.co.uk/easter.

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Creative agency Haygarth and Kiehl’s – the luxury beauty retailer – ‘Face the extremes’ campaign went live last weekend in an innovative retail experience at its Covent Garden store.

Since Kiehl’s best-selling Ultra Facial Cream is ‘great at handling the extreme conditions our skin can’t’, Haygarth used this nugget as inspiration.

Intrigued passers-by were encouraged to engage with Mr. Bones and ‘Face the extremes and win’ by handing out innovative hot and cold reveals – activated by thermal in-store displays – to reveal their prize.

But that wasn’t the only thing catching shoppers’ attention. Brand ambassadors were on site, offering expert skin consultations in store, and a temperature-themed digital window display that brought to life freezing ice and scorching dryness conditions to create a stunning disruptive installation.

The activation was supported on Instagram, where bespoke content hosted on Kiehl’s account encouraged their wider community to get involved.

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