Jaguar Land Rover is driving footfall to its stand at this year’s Goodwood Festival of Speed with a specially-commissioned exclusive digital Top Trumps App for Festival visitors, covering both the Jaguar and Land Rover marques.

The Jaguar Land Rover Top Trumps app is available for iOS and Android from July 9th, and players will be able to compete against each other for a ranking on a live leaderboard as well as the chance to win daily prizes including trip for two to the Ice Drive Academy in Sweden, including flights, tuition and luxury accommodation, year’s membership of a David Lloyd Club for two or £200 to spend in the Jaguar Land Rover boutique.

Visitors to the Festival will receive a Super Top Trumps card (a card that can be added to a Top Trumps pack) when they enter. This card will encourage them to go to the Top Trumps area situated within the JLR stand and download the app via Wi-Fi to receive their exclusive JLR pack of Top Trumps. They can also book test drives and order brochures, while JLR will use the opportunity to capture data on interested visitors.

The app has two games, a single player mode called the Goodwood Challenge and, a Multi-player Shootout.

The Goodwood Challenge will feature a live leader board, with the highest ranked players in line to win the daily prizes. Players will also have the opportunity of boosting their leader board scores by viewing JLR’s cars on the stand and in the paddock.

The Multi-player Shootout enables players to challenge other players randomly or by username.

JLR worked with the owner of the Top Trumps brand, games company Winning Moves, which owns IP rights to a number of classic games in the UK, Europe, South Africa, North America and Australasia. As well as owing the hugely popular Top Trumps brand, Winning Moves has a license from Hasbro which allows it to create special versions of games such as Monopoly, Cluedo, Trivial Pursuit, Connect 4 and Guess Who, which are often used in promotional campaigns. Winning Moves has worked with companies including Shell, Sky News, McDonald’s, Kerry Foods, Ferrero, Mirror Group Newspapers, Singapore Airlines, BMW, Peugeot, BT TV, Hovis, British Gas, Merlin Entertainment, Metro Group, Cadbury’s, Nestlé Purina, Coca-Cola and Weetabix.

Located alongside the Jaguar Land Rover stand will be Jaguar’s F-TYPE Drift Experience, allowing fans to see, hear and feel the raw performance of a Jaguar sports car drifting in the hands of a professional driver. The experience will be running throughout the show, accessed from the Jaguar Land Rover stand.

Jeremy Hicks, Jaguar Land Rover UK Managing Director, says: “This year at Goodwood Festival of Speed we’re celebrating everything that the modern Jaguar brand is about; stunning design, innovation, heritage and incredible performance. From F-PACE SVR roaring up the hill and F-TYPE on the drift track to the XJ50 and all-electric I-PACE on the Jaguar Land Rover stand, we’re looking forward to putting on an astonishing show for all Festival of Speed visitors.”

The 5.0-litre supercharged V8 F-PACE SVR will be tackling the Goodwood hillclimb at its UK debut, as will the most powerful Jaguar ever – the 600PS XE SV Project 8 and the Invictus GT4 Racing F-TYPE SVR. Festival of Speed visitors will also have their first opportunity to see the Jaguar XJ50, a special-edition model designed to celebrate 50 years of the iconic XJ saloon. The XJ50 will appear alongside Jaguar’s revolutionary new I-PACE all-electric SUV on the Jaguar Land Rover stand, as part of the brand’s largest ever presence at Festival of Speed. The company is also celebrating the 70th birthday of the Land Rover.

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Weber, the world’s best-known brand in barbecuing, has been promoting the launch of its new grill, Pulse, with a European roadshow appearing in 17 separate cities in 10 countries over 12 weeks.

Created for Weber by London-based brand activation agency, A Little Bird, the European roadshow was designed to deliver a world-class barbecue experience to thousands of consumers across the 17 cities, centring on a converted double decker bus which will be visiting countries including Austria, Denmark, Germany, Italy, the Netherlands, Norway, Sweden, Switzerland and the UK, finishing this week in France.

Although the Weber campaign is globally consistent, the roadshow will adapt to different communities and lifestyles, ensuring cultural relevance and local connection. The 17 cities, and 10 countries, being visited have different needs and preferences when it comes to barbecuing.

Components of the bus include a Weber Pulse product showroom, back-of-house kitchen, an arrivals bar area, top deck dining terrace for 12 seated customers with a moveable table, three cooking stations and service area. Visitors can take advantage of the showroom with a full range of Pulse accessories and screens to interact with. Guests can spend time with Weber specialist chefs on the upper terrace to indulge in regional dishes cooked over the three Pulses.

Each market had three live scheduled days to activate the Weber Pulse bus and used it to support store openings and specific retailers. George is also visiting festivals and busy city hubs.

To build on the experience, each market will take an integrated comms approach to promoting the bus locally, supported by social activity and private dining experiences, either through sign up or competition.

Tim Solano, Managing Partner of A Little Bird, says: “Since we started working with Weber we have encouraged the brand to take a global consistency approach, adding flexibility and adaptability to meet local nuances of the markets we are targeting.”

A Little Bird is a brand activation agency working across the UK, EU and US. Clients include Bacardi-Martini, Weber, LEGO, Gressingham Duck, Gruppo Campari, Sperry, The Body Shop and Botantic Labs.

Weber-Stephen Products LLC, headquartered in Palatine, Illinois (USA), is the world’s leading manufacturer of charcoal, gas and electric grills, grilling accessories and award-winning cookbooks and mobile applications.

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London-based specialist Digital Out of Home (DOOH) agency Grand Visual has been brought in by Coca-Cola in Switzerland to run a large-format Augmented Reality (AR) experience at Zürich’s main train station to celebrate the FIFA World Cup and the soft drinks brand’s continued support of the game. Lucky fans are being offered the chance to engage with a digital version of Switzerland’s Xherdan Shaqiri on-screen.

Participants are being treated to a show of skill from Shaqiri and are then invited to get involved and play a few shots against the Swiss star. At the end of the experience, people have the chance to take a photo with the virtual Shaqiri, and leave their details to receive a copy of the photo and a chance to win a FIFA World Cup Official Match Ball.

The campaign was created by Top-Spot and London-based DOOH creative services firm Grand Visual, which also directed and built the bespoke creative technology set-up. Project initiation and promotion consultancy were performed by GroupM Out of Home. Media planning and buying was by Top-Spot and Mediacom. Anthem provided video assets and delivered a social sharing App to further engage audiences on-the-go.

Robert Percze, Senior Brand Manager at Coca-Cola Switzerland says: “Coca-Cola Switzerland is pleased to offer a new type of experience for football fans. It’s the perfect way to get people into a perfect football mood right at the beginning of the FIFA World Cup 2018.”

Dan Dawson, Chief Creative Technology Director for Grand Visual, adds: “It is great to be working with Coca-Cola again on a project that taps into the most coveted cultural event of the year. The appetite to innovate and collaborate, right from the start, has made the delivery of this project seamless. Clever use of technology has produced a memorable experience that participants can share online with family and friends.”

The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of the FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950. FIFA and The Coca-Cola Company have now extended their long-time partnership to 2030.

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Creative, digital and retail marketing agency Savvy has launched a brand experience division, ‘Savvy Live’.

The new division is a response to increasing demand for live brand experiences from Savvy’s roster of global brands, including adidas, Britvic and Diesel.

“The way shoppers consume media and interact with brands has changed considerably due to advancements in technology,” says Taj Sur, Business Director at Savvy. “Consumers are seeking deeper brand experiences and opportunities to generate social media currency. At the same time retailing is evolving at a rapid pace with smart devices now able to engage and direct shoppers from points of influence to points of purchase. This means we need to look beyond traditional channels to influence shoppers. In short, consumers are no longer satisfied with just hearing or seeing a brand’s message. Today, it’s the actual experiences we have with a brand that define whether we connect with it or not.”

Savvy believes that experiential activations have become an integral touchpoint in the connected shopper path to purchase that can create memorable live experiences to drive emotional connections, shape behaviour and influence purchase while delivering on scale.

Sur concludes: “At Savvy we have over 10 years’ experience in providing excellence in execution in live brand experiences delivering varying scales of activation from instore events and sampling through to retail pop-ups, brand installation and large scale public events/festivals and roadshows. Our Savvy Live team are execution experts who take away the complexity of the process for clients to achieve scale and sustainable results that live beyond the live activation and deliver maximum ROI. For us, it’s all about making sure that our campaigns deliver results that resonate with our clients’ audiences, bringing their brands to life.”

Savvy is a leading creative, digital and retail marketing agency focused on shopper, retail and brand insight. At the IPM Awards ceremony last week, the agency won Golds in five categories, including Experiential Activation away from the Point of Purchase, which went to its work for the Britvic Robinsons and KFC Wimbledon Partnership (pictured).

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Marketing services group Omnicom has created a new ‘Global Experiential Practice Group’, a network consisting of its market-leading experiential agencies, including Auditoire and Luxury Makers of France, DOIT! from Germany, GMR Marketing of the US, and, from the UK, TRO.

The group said in a statement that Omnicom Experiential Group “will form a borderless experiential network… Building upon Omnicom’s core growth strategies, the Experiential Group is focused on: strengthening new business development; creating customized teams for clients; better targeting of internal investments; improving expertise and knowledge across management teams; and creating more opportunities for our employees. Agencies within the Practice Area will continue to retain their strong individual brands and cultures.”

Cameron Parsons, CEO of GMR Marketing, observes: “Omnicom Experiential Group provides us an opportunity to combine the strengths of our individual agencies to create an unmatched global offering for today’s leading brands. We know that marketing is changing at the speed of culture. Now, more than ever, creating a truly meaningful connection and building consumer trust through experiences gives us the power to change how people think, feel and behave.”

Omnicom Experiential Group will include 1,600 practitioners across 29 offices in 16 countries with leadership in five global hubs: London, Milwaukee, Paris, Sao Paulo and Shanghai. The agencies making up the group create over 65,000 activations every year, driving more than a billion engagements (digital and physical).

Omnicom says that with one in three Chief Marketing Officers (CMOs) saying they will set aside between 21% and 50% of their budgets for experiential elements (2017 Freeman Global Brand Experience Study), its new network is poised to capitalize on the sector’s growth.

Omnicom Experiential Group is led by a board consisting of the founding members, Cameron Parsons, CEO, GMR Marketing, Cyril Giorgini, CEO, Auditoire and Michael Wyrley-Birch, CEO, TRO Group.

“We all know that more and more people seek experiences over material objects. Omnicom Experiential Group gives us a global toolbox of capabilities and talent to bring brand experiences to life anywhere, anytime.” adds Cyril Giorgini, CEO of Auditoire. “For global brands with a need to deliver global strategies with local insight, there is no better solution.”

Michael Wyrley-Birch, CEO, TRO Group, says: “In the current environment where fast-changing technology and customer requirements are driving change, speed is a key competitive edge for our clients. As a borderless agency, we can develop global strategies and creative that are relevant and implemented by our local experts at the speed that keeps our clients ahead of the competition.”

Omnicom Group (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

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Neil Davidson  from agency HeyHuman reports back on what film, interactive media, and music festival and conference SXSW 2018 had for the experiential marketer

In a self-contained bubble populated by robots and mechanisation, film, interactive media, and music festival and conference SXSW 2018 was dominated by a surprising theme: empathy.

Talks emphasised the need to tailor our relationships with machines, making them less ‘slave and master’ and more ‘man and dog’, harbouring mutually understanding, empathetic interactions rather than purely subservient ones; and the need to align people and brands on social media, encouraging the latter to use biometrics and neuroscience to engage with users who are typically on autopilot when browsing social channels.

But what does this mean for my own corner of the world, experiential?

At SXSW, it’s almost impossible for standard experiential to cut through the noise. Not only have technophile audiences seen it all before, but brands and agencies must play second fiddle to 5,000 speakers including luminaries such as Elon Musk, Bernie Sanders and Steven Spielberg.

But some experiential events did stand out against the glittering list of politicians, entrepreneurs, filmmakers, and celebrities on the roster.

One of the best experiential panels I saw, Create Magic – 6 Experiential Storytelling Secrets, shared six ways experiential campaigns can make an emotional connection, deepen fan engagement and inspire lifelong brand loyalty. The event highlighted the need to:

• Start in the heart – 90% of all decisions made are based on emotion. What’s the story of your brand in the heart of your audience?
• Know your destination – Think about KPIs, objectives and the change you’re trying to create. Is it action, approach, response or applause?
• Emotional Engagement – All great stories have a central theme. Find your experience’s story arc.
• Engaging all the senses – Expect a 62% increase in impact when using touch alongside sight and sound.
• Create Magic – If you create wonder, phones go away and people engage emotionally.
• Exceptional Hospitality – Think about how the smallest differences can transform an experience and how you can make that happen. A central theme that resonates with a wider audience is crucial for any campaign, and that can be conveyed more effectively via multi–sensorial engagement.

With this in mind, how did SXSW’s three most talked about experiential activations stack up?

Westworld, HBO

You couldn’t have a conversation at SXSW without someone talking about HBO’s Westworld experience. They clearly had an agency budget to die for, but it was more than just throwing money into the desert.

Westworld is a sci-fi drama set in the future, where people ‘live without limits’ in a virtual Wild West theme park. It’s populated by androids, and you can indulge in any dark desire you wish. At SXSW, the town was recreated with 60 actors and 444 pages of script for a 90-minute looping experience. And because Westworld is built for outsiders in the series, the activation genuinely felt like you were there.

It was tangible. Escapist. You chose either a white hat or black hat upon entrance – this determined whether you were a goodie or baddie. It put the keys in your hands. You got to make that choice.

The budget was ludicrous, yes, but it would’ve been nothing without the legwork. It provided the perfect physical and mental escape for jaded conference-goers, allowing them to be a part of something, letting them share that experience over social media long after everything wrapped up.

And yes, we got to keep the hats.

A Handmaid’s Tale Season 2, Hulu

A Handmaid’s Tale was very much SXSW 2017’s Westworld, characters creepily walking around Austin and generally giving everyone the willies.

This year’s striking installations focussed on the central theme of resistance, which dominates the show’s second season. Operating on a lower budget, the framed red cloaks, burning for all to see, stood as symbols of oppression, married with the clever #ResistSister hashtag.

SXSW-goers have come to expect something creepy from the drama. Hulu delivered. It was something real, something you could latch onto, cutting through all the VR smoke. Finally, with #ResistSister, Hulu linked A Handmaid’s Tale’s themes with 2018’s cultural ills, female brand ambassadors displaying the slogan on badges in a nod to #TimesUp.

Imposters, Bravo

Last, but certainly not least, was an Imposters experience from Bravo.

Based on the TV show, which revolves around con artist Maddie and her trio of hapless victims, the experience gave audiences make-overs and manicures. Guests could then take photos in one of three show-based scenarios, creating the illusion of living it up on a private jet, yacht, or at the ice hotel. Basically, anywhere but a car park in Austin.

Pitted against Facebook, whose ‘experiential’ taught people how to make better Instagram posts, Imposters had a savvy take on social media amplification. It was a bit of a jibe, actually, referencing SXSW attendees’ compulsion to show off on social. Very ‘fake it ‘til you make it’, and all the better as a result.

As proven by the three activations I’ve focused on above, this year was a massive win for experiential at SXSW. It hammered home empathy via genuine interaction. Tangibility, giving people a sense of self socially.

When you apply all of this to a wider, culturally relevant context, that is what really counts when connecting brands with people.

Neil Davidson is Managing Director and Managing Partner at independent integrated agency HeyHuman. With around 100 staff, HeyHuman supports the relationship between brands and consumers via a focus on building ‘Human Brands’ and specialisms in brand, content, social and experiential. Current clients include: Sony, Unilever, Diageo, Slimfast and Mondelez.

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Experiential marketing agency TRO has unveiled a new standalone business unit, CASSETTE, to deliver innovative creative technology solutions for live experiential marketing campaigns.

CASSETTE replaces TROi, the agency’s previous creative tech division. CASSETTE will operate as its own entity, servicing both TRO clients and the wider industry.

Headed up by Ben Taylor (pictured), who was previously Retail Experience Director in charge of TRO’s retail offering, CASSETTE is focussed on taking creative technologies into a physical world environment, and will provide an end-to-end service from strategy, UX and design, to development, build and installation.

Solutions encompass Augmented Reality, Virtual Reality, Mixed Reality, mobile apps, interactive windows, eye tracking technology and more.

Previous digital work by TRO has included interactive windows for Vogue, an interactive wardrobe for Lucozade Zero, VR suitcases for Samsonite and an interactive football challenge for Nissan.

Ben Taylor says: “There are a number of players in the creative tech field, so the very essence of what CASSETTE stands for is to strip it all back. We are staunchly committed to incorporating tech seamlessly into the tangible world; our sole aim is to remove barriers to entry, not add to them.”

Taylor adds: “Relevance is our number one priority – we will apply strategy and exploit our expertise in human behaviour to ensure real meaning and truly elevate the consumer experience. Creative tech is a powerful storytelling method and we are incredibly excited about the wealth of opportunity it brings when it comes to educating and inspiring consumers.”

TRO is a brand experience agency which creates immersive experiences which can incorporate live events, partnerships, retail and creative technology. TRO is an Omnicom Group company.

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Specialist ski airline Swiss International Air Lines (SWISS) ran a one-day experiential campaign at King’s Cross station last week, bringing a powder day to London and encouraging commuters to dig out their salopettes and book flights to the Alps.

Designed by creative agency Space, the activation saw an interactive billboard delivering on-demand snow when prompted on twitter with #SnowNow. The experiential campaign targets the typically late-booking UK market, aiming the encourage them to get online to book with SWISS, with the billboard underlining the message that “snow is only ever one click away”.

The integrated campaign featured the specially-designed billboard with a promotional overlay activated by the hashtag. Every tweet triggered a cascade of snow, while all participants received £25 off their next SWISS flight and the opportunity to win one of five pairs of return flights to the Alps.

Activity at the station was promoted by a series of Instagram influencers while a PR campaign provides exclusive competitions in London publications.

Chloe Ravat, Senior Marketing Manager at SWISS, said: “The 360o campaign is a fun and engaging way to attract attention to our brand. The reactive nature of the billboard activity mimics how UK skiers typically book their holidays – online and at the last minute.”

David Atkinson, Managing Partner at Space, observed: “SWISS is the skiers’ airline, with more than 180 flights a day from London and free ski carriage as part of its inclusive fares. The #SnowNow campaign is the perfect conversation starter for SWISS, disrupting the humdrum of the London commute, letting us boost brand awareness and drive traffic online, as well as offering the chance to win a premium taste of the Alps with SWISS.”

Space is an award-winning agency with a client list including Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC.

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Kraft Peanut Butter is running a promotion which allows Canadians separated from their loved ones this holiday season to send them hugs via internet-connected teddy bears. Canadians who use “#KraftBearHugs” on social to share who they would like to give a bear hug to will be entered into a competition to win a pair of Wi-Fi enabled bears.

To launch the promotion, Kraft Canada created 10 foot tall versions of Crunchy and Smoothie, the teddy bears which have been Kraft Peanut Butter’s brand characters in Canada for more than 50 years, and placed them in public spaces in Vancouver and Toronto, so people could send their loved ones virtual hugs from one city to another.

For Canadians who don’t live in Vancouver and Toronto, the also launched smaller plush Crunchy and Smoothie bears with Wi-Fi connectivity, which people can use to share ‘hugs’ over the internet – the bears have bowties which light up when people send virtual hugs.

There are 100 pairs of bears available to be won; the approximate retail value of the prizes is Canadian $40,000. More information about the campaign can be found at kraftbearhugs.com. There is no purchase necessary. To enter, consumers have to create an original social media post consisting of a maximum of 500 characters addressing the question of who they would want to send a bear hug to and why the hug would bring them closer together. Entrants can, depending on what the social media site they are using allows, include pictures and videos.

Entries will be judged on uniqueness, creativity, togetherness and distance, in descending order of importance.

To coincide with the promotion, Kraft Canada released to results of a new survey which found that more than one in three Canadians (37%) will be apart from their family during the holidays. Distance is the main reason many will be separated from their families this holiday season (59%), followed by finances (23%).

Nina Patel, Marketing Director of Brand Build for Kraft Heinz Canada, says: “Kraft Peanut Butter wants to help Canadians stick together – even when they’re physically apart – and there’s no better way to do that, than with the power of a bear hug. Our iconic Crunchy and Smoothie bears have been beloved for generations by Canadians and represent togetherness and that familiar sense of comfort that our loved ones bring.”

Crunchy and Smoothie have been symbols of the Kraft Peanut Butter brand in Canada for over 50 years. Originally, the brand’s glass jars were shaped like teddy bears, and now they appear on the packaging of the jars. In 2014, Kraft Peanut Butter introduced new-look bears (with some controversy from brand fans) and released limited-edition plush teddy bears as part of its ‘Stick Together’ campaign. This campaign was massively successful, and the brand says it is taking it to the next level with the new Wi-Fi-enabled BearHug Bears.

The strategy behind the campaign aims to imbue Kraft Peanut Butter with an emotional value above and beyond pure product benefits.

Kraft worked with marketing agency Rethink, PR agency Edelman and media agency Starcom to create the campaign.

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Fanta is running an experiential Virtual Reality campaign called ‘Fanta: The 13th Floor’ to scare audiences just in time for Halloween, with consumers entering a physical lift that transforms into an immersive Halloween experience.

Fanta’s campaign – which was devised and produced by MediaCom’s content division MediaCom Beyond Advertising – uses the latest technology to deliver a 360° virtual reality experience.

Each ‘ride’ lasts for four minutes, where the user arrives at different floors of a building on the way to a Halloween party. Each floor then presents a different scenario: on one floor something comes forth from the shadows in an otherwise unassuming corridor, on another a shadowy figure transports from the realm of flickering TV screens to the confines of the lift.

4D elements add to the excitement, with a lifelike rumble emitting from the lift floor as the elevator stops at the various levels whilst a whoosh of air greets the user as the virtual doors open. It is the first time the drinks company has used an experiential activation of this magnitude to drive engagement.

Thorpe Park and Westfield shopping centre in Stratford will host three lifts each, aimed at 16-19 year olds to generate buzz and excitement for the orange soft drink Fanta during the Halloween period. The innovative campaign will run at Thorpe Park until November 1st and Westfield shopping centre until October 28th.

To drive further scale to the activation, the 360° video can also be viewed on www.fanta.co.uk13thfloor.

Mediacom will be promoting this through online video and paid social channels.

Rosalind Brown, Marketing Manager, Coca-Cola Great Britain, says: “Halloween is the one time of year when we can all unleash our inner dark-side and embrace everything which is fun about the freakish and frightening. Our limited-edition Fanta cans and bottles, along with our exclusive Snapchat partnership, definitely help add a bit of drama and intrigue to the fright-night season. However for those brave enough, we have brought the fun of Halloween to life with our Virtual Reality experience which is now live at Thorpe Park and Westfield Stratford. For those who dare to enter it’s a shocking, fun filled ride to the 13th Floor!”

Mike Gibbons, Art Director at MediaCom Beyond Advertising, adds: “We love being able to draw from the different skillsets from within MBA, here utilising both the Original Content and Experiential teams, to create engaging campaigns. I recommend you track down some VR goggles, a pair of headphones and appreciate this immersive experience in all its glory.”

The media agency worked with video production company Kode Media and boutique VR Production agency TrojanVR, a joint venture that saw the two companies develop, shoot and deliver the 360° elements of the experiential campaign in an extremely short time frame.

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