Independent agency RPM is bringing Tinder’s new Festival Mode to life for this summer’s music fans with a dedicated experiential activation at British Summer Time (5^th – 14^th July).

The dedicated Tinder Find Your Crowd area will involve a branded Airstream trailer, a Tinder flame arch and ‘beautiful butterfly’ photo competition as well as a shaded seating area, bubble artists, free swag and giveaways, VIP upgrades and the chance to win a set of festival tickets, all available for app users.

Tinder’s newly announced Festival Mode allows users to badge their profiles with the festivals they will be attending to connect and chat with matches in advance of their chosen music events, as well as to ‘find their crowd’ at the festival itself. The dedicated area will showcase the apps ability to connect by encouraging users to live their best single life. The creative is fresh, summery and carefree.

Laurelle Potter, Marketing Director at Tinder, comments: “Tinder wants to help our users to make every moment count, show that single years are the best years of your life, and facilitate new experiences. Music festivals are a key pinnacle in the summer calendar and we want to encourage people to find their crowds and connect over their favourite bands. RPM impressed us with their approach and showed they can embody and convey this spirit of connection and fun at some of this summer’s most dynamic music festivals.”

Dom Robertson, Managing Director at RPM, adds: “Working with a brand as innovative as Tinder really let us play with the concept of connection, as well as capitalising on the amazing energy that the festival season can provide. We are certain that the dedicated Festival Mode area will not only provide an engaging way to bring the new feature to life for app users, but also provide a great space for people to be able to meet and connect while surrounded by their favourite music.”

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Baileys has launched Baileys Treat Stop, a pop-up featuring the Diageo liqueur brand’s first customisable bar menu, where people can transform lattes, hot chocolates and cocktails.

Created for Baileys by experiential and event agency RPM, Baileys Treat Stop opened on December 4th 2017 in London’s Covent Garden, offering those seeking festive indulgence a wall-to-wall celebration.

Joanna Andrews, Baileys Senior Brand Manager, says, “Baileys Treat Stop is a Baileys fantasyland for fun loving grown-ups looking to treat up their pre-Christmas shopping trip, for imaginative Baileys fans who fancy flexing their creative cocktail creation skills or for friends just looking for the ultimate festive, indulgent retreat.”

Dom Robertson, Managing Director at RPM, adds: ‘We’re really excited and proud to take Baileys Treat Stop to Covent Garden where their indulgent treats can be shared on this festival occasion’

Open until December 17th, Baileys Treat Stop includes a luxurious Alpine themed snug area for visitors to chill-out, a bar serving Baileys Original Irish Cream, Baileys Pumpkin Spice and Baileys Chocolate Luxe hot drinks, expert workshops and an exclusive Baileys cocktail-style desert designed by well-known food and drink creators.

Baileys has teamed up with The Treat Collective, a group of creators in the food and drink world, to design an exclusive, playful and over-the-top Baileys treat for fans to indulge themselves after a day’s Christmas shopping.

The Baileys Treat Stop is open from December 4th to December 17th (closed December 11th) for drop ins and ticketed workshops. Workshops will be held on December 5^th, 6^th, 12^th and 13^th with two 1.5 hour sessions per evening.

Baileys Original Irish Cream, Baileys Pumpkin Spice and Baileys Chocolat Luxe are on sale at the Baileys Treat Stop (retailed at £15); fans who post to social media with the hashtag #treatup will receive an exclusive chocolate reindeer gift with their purchase.

The chocolate reindeer gift with purchase will also be available nationwide through drinks delivery service 31Dover (www.31dover.com) from November 27th.

Baileys is owned by Diageo, a global leader in beverage alcohol, which also owns Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness amongst others.

RPM is an independent award-winning event and experiential agency which celebrates its 25^th anniversary in 2018. Working from its HQ in London’s Shepherds Bush, RPM delivers multi-channel global campaigns for clients including Diageo, M&S, Mondelez and Heineken.

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UK agencies collected 15 awards in the IMC European Awards 2017, with two Gold, three Silver and 10 Bronze trophies being shared by seven British agencies.

Gold awards went to TracyLocke for its ‘Dolce by Ferrero Rocher’ campaign in the Event Marketing category, and to Toucan for its ‘Peperami Stunt Animal in the Angry Birds Movie’ campaign in the Sponsorship/Joint Effort/Tie-in category.

Three Silver awards were handed out. TracyLocke won for the ‘Dolce by Ferrero Rocher’ in Brand Building, ignis won for ‘Jameson #BeOriginal360’ in Branded Content and RPM won for ‘Only One Captain Morgan’ in the Innovative Idea or Concept category.

Ten Bronze trophies were awarded. TLC Marketing won two awards for its campaigns ‘Relish Rewards’ (B2B, Loyalty Marketing) and ‘Giant Chip Fork’ (B2B, Direct 1:1) each. Two went to ignis for ‘Jameson #BeOriginal360’ (Digital Communications, Innovative Idea or Concept). Haygarth also received two awards for its ‘Clarins Urban Oasis’ campaign (Event Marketing, Innovative Idea or Concept). Two agencies took a bronze each – TracyLocke for ‘Dolce by Ferrero Rocher’ and Brand & Deliver Marketing for ‘Join the Radeon Rebellion’.

John Sylvester, IPM Chairman, says: “The exceptional work awarded to U.K. agencies this year shows the breadth and creative scope of our talent here. At the IPM we will continue to support this important European award programme.” The IPM are Members of EACA and a key representative of the IMC Council.

Overall, 85 winners have been selected in this year’s IMC European Awards for Integrated Marketing Communications, representing 32 agencies from 7 countries. The country with the most awards in 2017 was Czech Republic with 21 trophies.

For a full list of British trophy winners click here.

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Marks & Spencer has launched a pop-up tasting experience as part of its ‘Spirit of Summer’ campaign, focusing on its new food range which has been inspired by the Mediterranean.

The pop-up, which will include a pairings bar tasting experience and live music, initially ran from August 9^th-13^th in Leeds Briggate. M&S traces its origins back to a market stall opened by Polish immigrant Michael Marks in Leeds in 1884.

The ‘Spirit of Summer’ pop-up experience aims to bring the essence of the Med to the UK, where the campaign aims to sample the new food range to 50,000 people while really immersing them in an authentic Mediterranean experience.

The pop-up was created and is being managed for M&S by independent creative agency, RPM, which has been working with M&S for over 24 years – the retailer was RPM’s founding client.

Sian Lewis, M&S Food Brand Event Manager, says: “It’s great to be working on another project with RPM and bringing our Sprit of the Summer range to our customers in Leeds, where M&S first began 133 years ago.’

Dom Robertson, Managing Director, RPM adds: “We’re honoured to be working with M&S on another campaign.  As our founding client is been great to grow with each other and to partner on a wide range of successful projects over the years.”

RPM was founded in 1993. Current clients include Diageo, M&S, Mondelez, Heineken and Sky.

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Independent creative brand experience agency RPM has hired Jocelyn Turlan as Integrated Strategist and Gloria Cheng as Senior Shopper Strategist, both with immediate effect.

Turlan (right in picture) and Cheng will be working across RPM’s clients including Heineken, Virgin Holidays, Diageo and Sky.  Both will report to Head of Strategy John Viccars.

Turlan boasts a wealth of strategic knowledge from time at agencies including Proximity London where he worked on Bacardi digital and content strategy. Prior to this, he managed digital strategy at luxury agency BalistikArt for brands such as Guerlain, Dior, Technomarine, Le Ritz and Valentino. His experience across UK, Canada and France has furnished him with a deep global perspective, a strong digital background and a keen interest in brand strategy.

Specialising in shopper marketing and direct marketing, Cheng has worked on an array of brands throughout her 10 years in the industry including Heineken, Mondelez, Microsoft, Nestle, AB InBev, Pernod Ricard and RBS Business Banking. She has gained her specialist experience from agencies such as Wunderman, The Communications Agency and most recently i2c.

John Viccars, Head of Strategy at RPM, says: “Our strategic capability has really developed in recent years as we continue to build our owned behavioural insight tools and global research partnerships. These new hires demonstrate our ability as a team to transcend multiple contexts, as well as providing brand and commercial strategic intellect.”

RPM has had a very successful 2015, with significant revenue growth and new business account wins including Johnnie Walker, Berocca (Bayer), Hammer, Ikano Bank and Wahaca.

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Sky Sports, headline sponsor for The British Master’s, has been running experiential marketing at the event, which ran from October 7th – 11th at Woburn Golf Course and which saw an estimated 60,000 visitors over the four days.

This year is the first time The British Masters returned to The European Tour International Schedule in seven years. Working with The European Tour and its leading players, Sky Sports want to engage, excite and inspire new and existing golf fans through its on-air coverage, promotion and event staging and activation.

To support Sky in this mission, experiential agency RPM created an experience that allowed spectators to try their hand at putting on the panoramic 18^th green at Woburn, by recreating a replica green inside a giant 14m diameter dome, creating real stand out within the sponsors’ village.

By taking part in the challenge of putting a hole in one, fans are entered a draw to win a trip to the Ryder Cup 2016, in the US.

The dome and replica green were also the setting for daily golf master classes hosted by Sky Academy,  with golfing stars including three time European Tour winner Nick Dougherty  trying to explain the rudiments of the game.  The master classes were broadcast live on Sky Sports.

The dome also featured the Sky Sports News HQ experience, giving fans the opportunity to try their hand at presenting a news report which they could then download and share across their social media channels.

Sky Sports also hosted question and answer sessions each day with Ian Poulter, Luke Donald and Lee Westwood.

All of this activity follows on from the ‘Sky Sports Thursday’ initiative that saw 15,000 tickets given away for the first day of the British Masters to generate buzz and footfall for the event.

Amanda Marsden, Promotions Manager at Sky Sports, says: “The British Masters is a great opportunity for Sky Sports to showcase our superiority in Golf, and provides a great platform for us to engage our golfing audience. RPM have helped us produce a fantastic experience for fans to enjoy throughout the tournament.”

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