Award-winning experiential marketing agency N2O is bringing to life the launch of Evolution_18, a wellness brand devised by Bobbi Brown which is brand new to the UK market.

With smoothie sampling, exclusive meet and greet with Bobbi and a photo opportunity, the interactive activation will visually communicate the brand to customers. The Collagen Powder product will be sampled within the smoothies, giving customers the chance to taster the products themselves. The wellness range includes a range of beauty concerns, from skin and nails to hair.

Clare James, Chief Operating Officer at N2O, said: “The Evolution_18 brand is brand new here in the UK, so it was key that we designed an activation to establish awareness, educate and drive sales at the same time. We’re excited to be able to give customers the chance to explore the product, hands-on, whilst also getting the chance to meet Bobbi Brown herself.”

The activation is being held at Boots’ Covent Garden store from Wednesday 22nd January to Sunday 26th January, with the meet and greet on Wednesday from 6-8pm.

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Experiential marketing agency N2O has delivered a brand awareness campaign for Indian beer brand Bira 91 in a sporting summer activation at the ICC Cricket World Cup 2019.

The award-winning agency helped the beer brand reach thousands of fans at the 48-match tournament, activating at venues including Lord’s Cricket Club, Edgbaston and The Oval. N2O delivered an end-to-end campaign for Bira 91, devising concepts for the overall look and feel, planning the intricate campaign mechanics, managing logistics and staffing the campaign.

With the brief of encouraging beer sales, the activity played on the fun nature of the brand with giant monkey heads, whilst a complimentary bike shuttle between the grounds and major transport links offered a slice of modern India.

Within the grounds, a Bira 91 beer garden – complete with DJs, Tuk Tuk bars, tattoo stations and influencer meet and greets – offered fans a retreat.

In the Beyond the Boundary competition, cricket fans could win pitch-side tickets for the sold out games and the chance to meet some of the world’s top cricketers and hold up the coveted ICC Cricket World Cup 2019 Trophy.

The campaign was also supported with the setup and management of UK social media channels for Bira 91, managed by N2O’s in-house Social Media Team, which was a key component in extending brand reach.

Clare James, Chief Operations Officer at N2O, said: “The bustling ICC Cricket World Cup 2019 matches were the perfect environment to bring Bira 91 to the UK market this summer. The fun activities created a real buzz, successfully bringing to life the brand’s tone of voice.”

Fraser Currie, Sales Director at Bira 91, said: “Having N2O on board really helped drive awareness of the brand throughout the Cricket World Cup. They were creative with the delivery, and ensured the cricketing public got maximum exposure to the Bira 91 brand.”

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Award-winning experiential marketing agency N2O has activated Hill’s at Crufts, Dogfest and county shows across the UK as part of a campaign to reach cat and dog owners with the nutritionally-tailored food.

N2O, who were tasked by the scientific pet food brand to find a way to reach both cat and dog owners at the same destination, created an experience with virtual reality and hands-on elements to immerse pet owners in the brands.

Pet owners could see the world through their cat’s eyes with VR goggles, find the right food for their pet via a product selector and take part in a quiz to understand their pet’s ideal weight. Pets tried the food and children had their faces painted to maintain sufficient dwell time in the area.

Clare James, Commercial Director at N2O, said: “We enjoyed the task set by Hill’s and really drilled deep into the data which informed our creative decisions, utilising insights to ensure we found the right places to find dog and cat owners across the UK.”

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Experiential marketing agency N2O has expanded its Creative Team with three new hires, Creative Director Steven Workman, experienced Art Director Jeff Witek, and Senior Strategist Alice Waterman-Hale.

Steven Workman has over 20 years experience in experiential marketing, including stints at RPM and iD Experiential, Workman brings a wealth of experience and industry insight to N2O.

The hiring of a third Creative Director will bolster the creative capacity of the award-winning agency, allowing N2O to deepen its commitment to delivering creative-led campaigns.

Nigel Clifton, Head of Creative at N2O, said: “Steven has a wonderful ability to lead, mentor and inspire, which is going to make an impact not just in the Creative team, but across the whole agency and with our clients too. His tireless search for new creative and strategic avenues will help us deliver even more fantastic consumer-facing brand experiences.

Jeff Witek is hired in support to its Creative Directors in delivering fantastic ideas for the agency’s clients.

With 5 years as Creative Director at OglivyAction, Witek has helped to deliver award-winning campaigns for brands including Nestlé, Coca-Cola and Gillette – a great fit for N2O’s family of clients, which includes major UK retailers and consumer brands.

As N2O takes part in a record number of pitches, the newly created role will help drive the team towards more exploration and experimentation, with the focus on delivering a better experience for clients and consumers.

Nigel Clifton, continues: “Creative is at the heart of everything we do at N2O,  and with Jeff’s support we plan to continue creating campaign ideas that challenge and inspire. I know he’ll help the team to continually push boundaries so that we always excite our clients.”

The highly experienced Waterman-Hale will use consumer insight and strategic thinking to shape the work of N2O’s Creative Team. With over 5 years as a Senior Strategist, she has a proven track record in understanding both consumer mindset and client objectives.

Nigel Clifton, further adds: “Alice is a truly unconventional thinker. She challenges everything and looks at things from every angle – which is the only way to really understand consumers. She’s one of those rare minds who can bring together rigorous research and unfettered creative thinking, with invaluable results.”

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Nigel Clifton, Head of Creative at N2O, shares his opinion on how to make the most of customer data.

Last year we predicted that a major marketing trend for 2019 would be the increasing sophistication of data collection and use.

Now 2019 is well under way, we thought we’d dig a little deeper. How can data help brands, retailers and agencies deliver a first-class experience for consumers?

First of all, it’s not just about data collection. The analysis and use of collected customer data are just as important.

So let’s look at what’s happening at each point of the data ‘supply chain’:

Get it.

It can be tricky to get consumers to hand over their personal data, but new technologies and techniques are helping marketers collect the detailed and diverse data they need. For instance…

Gamification: We’ve found huge value in the gamification of data collection. We’ve recently begun using new technology to engage shoppers through playful ‘gamified interactions’, where they play on fun, interactive tablets in return for their invaluable data.

Footfall tracking: Smartphone tracking technology can now gather the anonymous smartphone data of shoppers to measure specific audience metrics. For an experiential marketing agency like us, this is ideal for confirming unique footfall, demographics and dwell time at brand events.

Analyse it.

Artificial intelligence (AI) is increasingly getting the most out of raw data by analysing it quickly and cleverly.

US grocery chain Earth Fare used AI to improve how it did its promotion planning by helping the retailer ‘analyze the cause-and-effect around promoting any item, during the weeks before and after’. The end result was more effective promotions, leading to a 3% increase in total topline sales.

Use it.

With better data collection and analysis comes a customer experience tailored and targeted to be more relevant, more personal, and therefore more enjoyable – and more profitable.

Imagine a car park that greets you by name, sends you a coupon for your regular coffee shop, and tells you about a sale at your favourite clothes store. The ‘intelligent parking management solution’ of Danish firm Simplyture can do just that.

And so on…

It’s a beautiful circle – show customers you value their data enough to improve their experience, and they’re more likely to share it in the first place. According to a recent study by IGD, half of pre-family shoppers say they’re prepared to share data with supermarkets, in exchange for tailored food and grocery shopping. In a world that’s keen on privacy and wary of big data, that’s a pretty inspiring statistic for marketers.

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