Chieftain experiential activations_2013

Global Experiential Activations 2013

Any concepts, research and / or ideas submitted to you by Chieftain Communications Pty Ltd are con!dential and are presented on the understanding that they will not be used, duplicated or copied (including communication to a 3rd party) without Chieftain’s express prior consent. © 2013 Chieftain Communications Pty Ltd.

chieftaincomms.com.auABN 48 140 371 339


Welcome to our world...In November 2012 Chieftain created a list of some of the most innovative experiential campaigns from around the globe. Since then we have been asked by many of our clients to put together another paper, showing additional product streams.

We have pulled together examples of great experiential campaigns from every corner of the globe - they transcend the advertising clutter to achieve the positive engagement that we all desire.

If any of these ideas spark your imagination, be sure to let us know; the Chiefs are always brimming with ideas to help bring your brand to life.

Want to get social?Website chieftaincomms.com.au Facebook facebook.com/chieftaincommsTwitter twitter.com/chieftaincommsYouTube youtube.com/chieftaincomms

Crabbie’s runs men’s safe haven Christmas experiential UKIndependent drinks manufacturer and distributor Halewood International ran an experiential campaign for its Crabbie’s Alcoholic Ginger Beer brand, o"ering a ‘safe haven’ for men wanting to escape the stresses of Christmas shopping.

The brand erected giant branded Crabbie’s garden sheds packed with gadgets in shopping centres across the UK.

Aside from providing an intriguing talking point for consumers visiting shopping centres, the initiative looked to drive trial of the Crabbie’s brand and reinforce its unique positioning in the marketplace.

The sheds featured a range of gadgets and entertainment and sampling took place in the adjoining ‘gardens’, allowing consumers the chance to experience the taste of Crabbie’s in a relaxing and unique setting.


Bulla Bring ’em Home UK & USAustralian ice cream brand Bulla Creamy Classics is running a promotion o"ering Australian expats who may have ‘gone native’ in the UK and the US the chance to win a trip home, via social media with experiential support in both London and New York.

The ‘Bring ’em Home’ campaign focuses on searching for Aussie expats who have lost their accents.

The team will be out on the ground with roaming teams looking to reach as many home-sick Aussies as possible. A recording booth will also be set up at London Victoria Station for two days so that Aussies can record their videos and enter the competition.

The live campaign will be integrated with social media channels and participants will have to upload a 30-second story onto the competition page on Facebook (bringemhome.com.au) telling Bulla why they deserve to win a return trip home. It will then be up to the public to vote, and the four stories with the most votes will win a trip home


Evian to turn London into giant playground LondonEvian installed giant snow-producing playground installations in two of London’s commuter hotspots as part of its ‘31 ways to Live young’ campaign which runs in January 2013, which also included a consumer competition to win a trip to Lapland.

Evian will install adult-sized ‘Live young’ swings in Canary Wharf, as well as a giant see-saw in Finsbury Avenue Square. Both installations featured kinetically triggered snow machines which rewarded playful behaviour with Alpine snow showers – the more participants that play, the more snow that falls. The campaign aims to get the British public smiling by helping them rediscover their forgotten youth.

The campaign kicked o" with PR and social media from January 1 2013, with the Evian playground running throughout January.

It included an above the line campaign, transit media and a large social media campaign.


An Exciting Sunbites Flavour ExperienceUKSunbites invited its top 30 advocates to enjoy an exclusive cookery experience, in a move which was designed to educate and promote trial of the wholegrain crispy snack.

The Sunbites Flavour Kitchen activity was promoted through a cookery experience that resulted in the !rst-ever Sunbites cookbook. The thirty advocates comprised 20 of the brand’s most active fans on its Facebook page facebook.com/WalkersSunbites. The remaining 10 advocates were selected via an online recipe competition located on the Sunbites Facebook page, where members were invited to submit the title of a dish that included Sunbites as an ingredient.

The advocates were then be invited to an all-expenses-paid cookery day in London where they rustled up a !ve course Sunbites-inspired meal!

The 30 dish ideas were then constructed into full recipes by a food economist, prepared and photographed in order to be published in the Sunbites cookery book. One winning recipe was selected to appear on the front of the cookery book.


Radox UKToiletries brand Radox launched an experiential roadshow that has seen its ‘blast booth’ concept appear at shopping centres around the country. The activity, part of the ‘Come to Life with Radox’ campaign, invites shoppers to step into a wind tunnel and experience the “invigorating” impact of Radox shower gel

Cassie Shuttlewood, brand manager at parent company Unilever, explains: “Obviously you can’t get people wet in shopping centres, so the idea was to create an experience that helps people ‘come to life’ and experience how it feels after a Radox shower.”

The pop-up takes photos of people and encourages them to upload the pictures to Facebook for a chance to win a !ve-year supply of Radox shower gel. It also allows the brand to capture customers’ details, for future marketing.


Electrolux UKThe recession had a great e"ect on the London restaurant trade, but that did not stop kitchen appliance maker Electrolux opening a pop-up luxury dining experience on the roof of the Royal Festival Hall.

The Cube, which opened at the start of June, o"ered spectacular views of London and a roster of six Michelin-starred chefs worked out of a kitchen !tted with Electrolux appliances.

The restaurant’s single table catered for 18 diners at a time, who interacted with the chefs and even got involved in the cooking too.

“It’s really a dinner party experience,” explained Graham Bremer, head of marketing at Electrolux UK. “People often sit next to people they don’t know at dinner parties, and guests often end up in the kitchen, talking around the food and the cooking. That’s all part of it.”


McDonald’s rolls out digital play zonesUKMcDonald’s rolled out a digital interactive Happy Meals play zone in 150 UK restaurants in a bid to encourage kids to be more active.

The fast food chain said it introduced the gesture controlled play zones to “enhance the Happy Meal experience”.

Children were encouraged to interact with Happy Meals characters and games through images projected onto the #oor. It uses overhead tracking cameras with infra-red technology to respond to children’s movement and create an “immersive experience”.


LEGO Kicks Up The Sonic Experience For Star Wars GermanyThis lovely LEGO music experience was created to promote their StarWars kits. It got people involved and again showed that LEGO rules the world.

Composed of over 20,000 bricks, this barrel organ toured Germany for a month. The 3D premiere of Star Wars Episode 1 in early 2012 was a cinematographic milestone for the Star Wars saga and the right time for LEGO to explore a new dimension, too:

Sound: Together with certi!ed LEGO professional Rene Ho"meister, we developed and constructed a way to turn LEGO bricks into music - using the basic concept of a barrel organ. We took the iconic Star Wars Main Theme, rearranged it and translated it into a matrix - the constrution blueprint for the organ. Then, we took the four most famous Star Wars worlds - Hoth, Tatooine, Endor and the Death Star - and built them on to the barrel, accordingly to the musical composition. When the organ turned, the bricks touched mechanical sensors which then struck the keys of a built-in keyboard and played the Star Wars main theme.


Contacts Steve Fontanot Director / Creative DirectorMobile +61 (0) 407 270 183 Email [email protected]

Neil Parkin Activations DirectorMobile +61 (0) 431 927 418 Email [email protected]

Chieftain CommunicationsWebsite chieftaincomms.com.au Facebook facebook.com/chieftaincommsTwitter twitter.com/chieftaincommsYouTube youtube.com/chieftaincomms

Any concepts, research and / or ideas submitted to you by Chieftain Communications Pty Ltd are con!dential and are presented on the understanding that they will not be used, duplicated or copied (including communication to a 3rd party) without Chieftain’s express prior consent. © 2013 Chieftain Communications Pty Ltd.

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Chieftain experiential activations_2013