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Layton’s Mystery Journey appears at Waterloo Station

To promote the launch on mobile of “Layton’s Mystery Journey: Katrielle and the Millionaires’ Conspiracy”, the newest puzzle video game from the Professor Layton series of strategic mystery games, MKTG created an interactive experience at Waterloo Station.
LaytoLL - Waterloo -5259 1n’s Mystery Journey Waterloo activity is a giant puzzle installation that is part of a ‘Real World Puzzle Solving’ campaign which is taking place across 10 countries across the globe kicking off in Japan on 20th June.  The UK activity, named ‘Full to the Brim’, took place at London Waterloo station for four days from Thursday 20th July to Sunday 23rd July 2017 and featured over 700 stencilled top hats toppling out of a doorway. In amidst the cascade of hats, 4 mystery hats were placed with letters that corresponded with the answer to the puzzle.  Commuters and members of the public were given the opportunity to participate in an instant prize draw by solving the puzzle and sharing their answer on Layton.World, or by simply sharing a photo of the activation online to win an on the spot prize of either a £25 Google Play or iTunes Gift Card
The activity is part of a multi-channel campaign, with a website launched on June 20th (httpss://layton.world/). The website will remain live for a period of 3 months. Over the course of this period, 50 puzzles will be made available to players worldwide to solve, with participants that solve all 50 puzzles online entered into a fantastic grand prize draw.
The App version of the game, available on iOS and Android, was released worldwide on the 20th July and the UK activity was produced to tie in with the launch. The Nintendo 3DS version of the game will be released early autumn (October).

Behind the scenes: L for Lacoste exhibition at Westfield

To mark the opening of Lacoste’s newly designed boutique in Westfield London, the clothing brand staged an immersive exhibition to celebrate its heritage.

The ‘L for Lacoste’ exhibition, which opened from the 7th to 11th June, featured rare and historical pieces from the archives of René Lacoste, such as clothing, tennis racquets and replica trophies.

Within the gallery, which was created by agency MKTG and Lacoste, there was also a dedicated space that introduced Novak Djokovic as Lacoste’s new brand ambassador, as well as graphics, visuals and artist impressions of the famous Lacoste crocodile.

Interactive elements included a GIF photo booth where guests could have their picture taken against the backdrop of a giant Lacoste logo. Daily competitions took place, offering visitors prizes such as ATP Final tickets.

To mark the brand’s sponsorship of the French Open, the exhibition featured a Roland-Garros Fan Zone where tennis fans could watch the tournament in a viewing lounge. This is the first time the French Open has been shown outside of ITV.

MKTG used facial recognition technology to provide a deeper measurement of engagement, sentiment and audience demographics.

Lacoste also took over the windows at Westfield’s luxury enclave The Village, showcasing its latest physical and digital assets, as well as directing shoppers to its boutique store and exhibition area.

Westfield’s chief marketing officer, Myf Ryan, said: “Westfield’s Brand Venture team have worked closely with Lacoste to create the ultimate tennis fan learning experience. Customers will enjoy the thrills of the Roland Garros’ centre court through live streaming whilst visitors can embark on a historic journey of the brand.”

To celebrate the brand’s French heritage, guests at the launch event were served macarons from Ladurée, Moet & Chandon Brut Imperial and Le Poire Punch.

Via: Event Magazine

MKTG release first week insights of Smart Bench UK

Last Wednesday (1st February), MKTG in partnership with Strawberry Energy announced the roll out of 10 trial Smart Benches, sponsored by Cancer Research UK to celebrate World Cancer Day which took place on February 4th.
Not only do the benches make use of solar power to offer free Wi-Fi and charging portals to the community, but they allow users to donate £2 via contactless payment to Cancer Research UK, to help fund life- saving research.
Research was carried out with passers-by in areas of Lewisham and Islington where the benches have been installed. In only 7 days, the pilot of 10 benches has proven to be a hit, with the public awarding 9/10 stars for the benches’ “usefulness”. In addition, the benches have collectively totted up 1800 Wi-Fi connections and just short of a 1000 phone charges, with each person spending an average of 9 minutes on each bench. As unique visitors sit at 770, it is evident that people are connecting with the benches more than once.

Within a week, the benches have had a high amount of unique impressions


As well as a great public reception, over 40 media outlets reported coverage of the technology, citing it as revolutionary for the communities were the benches are present, with the BBC branding it as “future of benches in London”.

“The bench with contactless donation, is a world first”


 
97% of the bench users think that brands should do more to offer free services like this to the public. Users of the bench were quizzed as to how memorable brands sponsoring a bench would be, and over 7/10 people found Cancer Research UK had left an impression, while 8/10 people found Smart Bench advertising more memorable than other forms of OOH media.
 

Users of the benches find the branding more memorable than traditional forms of OOH


 
80 more smart benches will be installed later on in the year and MKTG will give brands the chance to sponsor this project which raises their level of public awareness.
A further 85% of users stated that their opinion of a brand would improve if they saw they had sponsored a smart bench, with 97% saying they would talk about it to a friend. This proves that providing an asset to the public which they appreciate and find advantageous raises the level of a brand’s estimation in the public eye.
 

A brand who provides a free services raises their level of awareness amongst the public


 
Christopher Nicola, Head of Urban Partnerships at MKTG, said: “In only one week of launching this smart city project, we have had an overwhelmingly positive response from the public, clients and local boroughs. Our initial  findings show that people want to see more smart benches in London, whilst also demonstrating a strong business case for brands to consider this new way of engaging with customers. With another ten benches launching by mid-March, smart benches are here to stay and we are excited to expand the London network as part of our portfolio of unique urban partnerships.”
The complete figures from the first week insights can be seen below.
Smart Benches infographic
 

Cancer Research UK unveils 'smart benches' in London

Cancer Research UK has joined forces with smart city business Strawberry Energy and agency MKTG to launch a network of smart benches with contactless technology.
Ten benches were unveiled yesterday (1 February) across two London boroughs – Islington and Lewisham, to tie in with World Cancer Day, which takes place on 4 February. The solar-powered benches enhance public spaces by providing mobile device charging ports and free wi-fi access, as well as a place to sit and socialise.
Strawberry Energy has been working exclusively with Urban Partnerships, a division of MKTG which delivers projects within the public space that are mutually beneficial for both brands and non-profit organisations. In the world’s first use of contactless payment on the Smart Bench, the public can also donate £2 to the Cancer Research UK’s life-saving research to beat cancer sooner, by tapping their contactless debit or credit card on the Smart Bench.
Cancer Research UK is the first brand to partner on the Smart Bench scheme in Islington and Lewisham. The sites were identified as high-footfall locations by MKTG and feature a number of contactless payment locations including Islington Green and Lewisham High Street. Following the pilot a further 10 will be installed by the end of February, with an additional 80 to be installed this year.
Michael Docherty, director of digital at Cancer Research UK, said: “Having used contactless technology in innovative ways in the past to engage the public in the work we do, we are always looking for new opportunities to incorporate contactless technology further throughout the charity and make it even easier for our supporters to help us beat cancer sooner. These Smart Benches seemed like the next step in our use of contactless technology to bring charitable giving closer to our supporters, integrating it seamlessly into cutting-edge street furniture.”
Michael Brown, managing director at MKTG, added: “The Smart Cities economy is going to be worth an estimated £400bn by 2020, and UK industry is targeting 10% of that – which is twice the value of what the entire UK advertising sector was worth in 2016. We here at MKTG are delighted to be partnering with Strawberry Media to pioneer in this space, and as experience designers we are looking forward to further helping smart city entrepreneurs to enhance the experience of city life.”
Via: Event Magazine

MKTG UK helps Cadbury secure 3 year deal with the Premier League

Global Dentsu Aegis Network client, Mondelez International has signed a three-year deal with Cadbury to sponsor the Premier League which will kick off at the start of the forthcoming season.
The deal, negotiated by MKTG UK, will see the  confectionery brand’s partnership with the tournament centered around the “moments of joy” for fans and customers. MKTG UK has now been appointed lead agency to co-ordinate the management and activation of the deal, which will cover all core pillars of the MKTG UK business, Sponsorship Consultancy, Property Management, Content & Comms, Ticketing and Hospitality, Event Production and Insight and Evaluation.
Cadbury will be joining a growing portfolio of global Premier League partners such as Tag Heuer and will enjoy a range of rights relating to player milestones including the Premier League’s Golden Boot and Golden Glove awards.
The pair will also deliver a bespoke element of the league’s existing community programme Health for Life which is focused on changing the lifestyles of 60,000 school children across the UK. Both brands will work together to create tailored sessions focused on healthy choices, expanding the scheme’s reach to inspire young people in schools across the country.
Richard Masters managing director of the Premier League said: “Cadbury’s popularity across the world, and our shared focus on delivering moments of joy, make this a great fit for the Premier League and we are thrilled they have chosen to work with us in what is their first ever partnership in football.
“We are really looking forward to working with Cadbury to celebrate the excitement of the competition, and on the plans we have to jointly grow and enhance their Health for Life project as part of the Premier League’s wide-ranging community work.”
The agreement follows on from Cadbury’s sponsorship of the London 2012 Olympics, with Francesco Vitrano, brand director for the chocolate giant, saying it would also offer up “an incredibly exciting chance” to be part of moments such as the Golden Boot and Golden Glove awards.
“We can’t wait to start this journey with the Premier League,” he finished.
The League unveiled a clean new brand strategy at the start of last year, marking a shift towards a sponsorship blueprint that was more dependent on the commercial clout of its clubs to swell its own value beyond TV.
Via: The Drum
 

Norwegian launches virtual reality Boeing 787 Dreamliner flights at London pop-up

Low-cost airline Norwegian has teamed up with Boeing at Westfield Stratford City to launch a 5D virtual reality experience of the airline’s Boeing 787 Dreamliner on a virtual 15-minute transatlantic holiday in the USA!

Europe’s third largest low-cost carrier is already making affordable transatlantic travel a reality and is now giving visitors at Westfield Stratford the chance to win a holiday after experiencing a virtual reality flight created by VR production studio Visualise, on a Norwegian Boeing 787 Dreamliner to three-landmark US cities – New York, Los Angeles and Miami – all within 15 minutes.
MKTG has been responsible for all campaign creative and concept development, project management and production of the virtual reality filming and stand/set design, staffing, and insights and evaluation. Vizeum have been responsible for all media planning, including the Mail Online and Facebook partnerships.
By wearing virtual reality headsets, participants can experience 360-degree views, the sounds and motion of a Norwegian Boeing 787 Dreamliner flight in the economy and Premium cabins from the UK to the USA. By checking in, boarding the aircraft and landing in the US, participants will start their virtual USA holiday learning about key features of the Boeing 787 Dreamliner before being immersed in the vibrant, energetic scenes of New York, Los Angeles and Miami to entice potential holidaymakers to Norwegian’s low-cost transatlantic fares from £135.
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Norwegian is also encouraging participants to use #USAtheNorwegianWay on social media for participants to enter into a prize draw for the chance to win a holiday to any one of Norwegian’s eight USA destinations direct from London Gatwick. Shoppers and passerbys can also try out the virtual reality headset to view the Boeing flight experience.
Stine Steffensen Børke, VP Marketing at Norwegian said: “Norwegian has always been a trailblazer in technology with free Wi-Fi on all European flights and now we’re the first airline in the UK to offer a virtual reality USA holiday. As we continue to take off in the UK, we’re embarking upon the most eye-catching ways consumers can engage with our brand by demonstrating that low-cost can mean high quality in a truly fascinating way.”
The pop-up is now open until 14 December 2016 every day from 11am – 8pm, except Sunday, which is open from 12pm until 6pm, and is located at The Gallery in Westfield Stratford City.
The structure is hard to miss as it stands at 20m x 6.5m resembling a cross-section of the Boeing 787 Dreamliner, which is the biggest event build ever at Westfield Stratford City.
Norwegian is growing rapidly with the UK’s only direct low-cost flights to the USA. The award-winning airline has launched more than 10 direct routes from the UK this year including three new routes to the USA – Boston, Oakland-San Francisco and Las Vegas.
From next year, Norwegian will be the first European airline to fly Boeing’s latest aircraft, the Boeing 737 MAX that will unlock never before seen routes.

Kellogg’s UK launched a dynamic tweet to screen campaign #Strengthis

Kellogg’s has re-branded their Special K cereal line to be more aligned to today’s dietary requirements and become ‘more relevant’ to women, with new messaging focusing of the inner strength of woman and what is required to get them through today’s busy life.
To launch the re-brand, two events were created, one in La Defence in Paris and the second in London’s Waterloo Station. Each event ran for four days and consisted of many exciting elements for those passing through the locations, including an experiential activation where samples of the Special K flavours were distributed and people could get a photo in a designated Instagram booth. Brand ambassadors were tasked with the job of conveying the new brand positioning, and encouraging woman to tweet in their definition of ‘strength’ to a campaign specific hashtag. These tweets were then displayed on digital screens in both locations using the Liveposter platform and appeared on white boards being held by Special K ambassadors, including Katie Piper and Lisa Faulkner.
A photographer was on site to take photos of each displayed individual tweet, to tweet back to the user and personally thank them for taking part in the campaign.
The campaign was planned and executed by Carat UK, Isobar UK, Posterscope UK, Posterscope France, MKTG UK and MKTG France.
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Toyota brings immersive pop-up to London's South Bank

Automotive brand Toyota installed an experiential pop-up near Gabriel’s Wharf on London’s South Bank to showcase its new car design – the C-HR.
The pop-up – or ‘pod’, launched this morning (21 October), is fully immersive, and encourages guests to ‘Unlock their City’ through its interactive elements. The pod was designed by experiential agency MKTG in conjunction with media agency Zenith and featured the new Toyota C-HR in front of an interactive mural, which is controlled via a touch screen plinth. Guests are invited to design their own unique backdrop for the C-HR using a range of patterns and colour options. Once finished, the masterpiece is then sent to its creator on email so they can share it with friends on social media.
The mural is based on the cities the pod will visit during its six-date tour, and has been designed for the event by illustrator Caz Little. Having already been to Glasgow, Manchester, Bristol and Newcastle, Toyota and MKTG brought the pod to London. The tour will end in Birmingham next weekend.
After playing around with the backdrop, visitors have the opportunity to star in their own gif, with their unquely designed mural as their background. Shareability is a key aspect to experience, as the gif is sent to the guests’ phones so they can share it instantly. The pod is also a music-based experience, where consumers can create their own musical masterpieces by mixing instruments and beats together. The finished product is then sent to them via emai, so guests can replay their creations.
The Toyota C-HR is now available to pre-order ahead of its January release in the UK, but visitors to the pod are not only invited to look at the car’s sleek exterior, but are also able to climb inside and experience its internal features.
Emma Lane, media and research manager for Toyota GB, said “It’s about engagement. Whilst the awareness [of the car] is really important, we want to engage people in something more immersive; it’s not just displaying a car in a shopping mall. We have this idea of ‘perfect flow’ around the car which is a tribute to the design and style of the car – it’s very different to a traditional Toyota, and we wanted to bring that to life.”
The pod will be welcoming guests inside until 24 October.
Via: Event Magazine

The role of talent in sponsorship

The role of talent in sponsorship – and how brands were ahead of the curve at the Rio Olympics by David Peters Managing Director MKTG
The Olympics and Paralympics are now over and the 11,000 plus athletes provided a rich and fertile ground from which to identify the next big star, or the face of brand campaigns. Even if the hyperbole in London was not quite at the same level it was four years ago, when we played host to the Games ourselves, it was certainly still a month of high octane competition and emotion – energies which can be extended by choosing the right ambassador who brings back special memories to your audience.
It’s worth considering, before we get down to details, how the London Games impacted major brands, and the celebrity status of some of the athletes as a result. Jessica Ennis-Hill was an undisputed star, with her performance in the final discipline, (the 800m) cementing her heptathlon gold and in the process becoming one of the most memorable nights of the summer. She set a series of personal bests while running away (quite literally) with the gold, and lived up to her pre-Games hype as one of the faces to watch. Equally, Mo Farah became further cemented in the British consciousness with his 5,000m and 10,000m wins, accompanied by the trademark broad grin and arched-arm celebrations.
Both have gone on to lucrative and recognisable ambassadorial campaigns – Jessica Ennis-Hill as the face of Santander, and Mo Farah as the face of healthy eating brand Quorn. But why have these partnerships worked so well? Ennis-Hill is attractive to sponsors on a variety of fronts
She’s young, successful and aspirational and also “normal” with a young family of her own which she juggles with her professional life as an athlete. As a female athlete she brings a lot of value to the Santander brand …a recent survey conducted by MKTG showed the increasing importance of women as decision makers for a wide variety of household purchases including financial services. The survey revealed that 76% of brands feel that the importance of women as the buying decision maker is often missed when reviewing the audience. Secondly the survey also showed that the public trust women more than men and trust is an attribute valued by brands, especially if you are a bank – an important consideration when you think about Ennis-Hill’s role being associated with Santander.
Vegetarian Farah on the other hand, with his growing family, hits the mark in terms of healthy eating while having fun – Quorn doesn’t have to be bland and boring and the adverts he stars in reflect this. Both Farah and Ennis-Hill are also perceived as more accessible than some other sporting superstars – they’re more grounded than some of the cash-laden Premiership footballers
So how do you go about identifying an ambassador, and what do you look for? What should you have kept an eye out for throughout the Olympics so you can get in early and bring them on board before their stock rises further and their fee accordingly? Firstly, you need to identify the ambassador which matches your audience and their need, not just the sport. By this we mean that you should consider which athlete embodies the values your audience aspires to – be that personal success, the underdog beating the odds, long term dominance of a sport; what does your choice of ambassador say about your brand? Which stars can associate purely with ‘health and wellbeing’ and which might be intrinsically tied to their sport, in the same way as Usain Bolt is aligned heavily to speed, over and above the regime which keeps him at the top of his game, and the ideal brand ambassador for Virgin Media.
This is where MKTG’s proprietary Ambassador Ranking Model (ARM) comes into play. ARM is built around the following criteria;

  • The relevance of the ambassador to the brand’s target market, brands values and geographic reach
  • The profile of the ambassador in terms of recognisability, personality and track record and how they can be used commercially. This also includes their current media profiles particularly social media reach and content
  • How easy are they to work with and whether they are available for the key times of the campaign.

Increasingly in this arena it’s important to consider how the whole dynamic has shifted in terms of public access and engagement with celebrities and sports stars. To say social media platforms have disrupted this relationship would be an understatement; it’s revolutionised the experience people have from their stars and how they can talk to them, listen in to their lives, and see what they’re doing daily, and hourly. This has built phenomenal bonds between fans and their idols, nearly as close as a one to one relationship, and when considering who you want your ambassador to be, you should consider their social media profile and behaviour. Do you want someone who replies to every message? what are the risks and pitfalls of such an always-on ambassador? – or do you want someone distanced, and again, what are the risks of this; will it seem fake endorsement if they don’t talk to their audience? Similarly, what they are saying in the online space also needs to be considered…as whilst contentious comments may be suitable for some brands that have a more provocative and edgier profile, for other brands this would be an absolute no no.
This connection of consumers to superstars has revolutionised the marketplace but has brought its challenges to ambassadorial roles as social media activity and expectations have to be weighted into contracts; yet such platforms are – by their very nature – fluid and unpredictable. Getting the right ambassador, with the right approach to social platforms is thus critical.
Those newbies competing at Rio are likely to have far smaller profiles and followings than established mainstays of the athletics world, and when considering who might be the next up-and-coming talent to front your campaign, take a look at how they behave online and whether they’re, by nature, risk-averse, or risqué. Bear in mind many might not have had professional training or conduct guidance around how to act on their own platforms and you may well get an early insight into what bad habits need addressing before you embark on a sponsorship campaign.
As with London 2012, the Rio Games are likely to be remembered for a long time due to the multiple platforms people are sharing their memories on, and the manner in which news and sports is now reported. This can create celebrities overnight, and bring out inspirational stories – be they from adversity to global success, or simply long term dominance of a sport. It’s crucial that you keep an eye on everyone competing to identify your next sporting ambassador – but that you are rigorous in analysing who is the right fit to represent a brand in the long term, over and above the short, and you’re not afraid to ask difficult questions before making your decision.

Healthy Lungs for Life Launches Activity to Highlight Lung Health

Lung health campaign Healthy Lungs for Life is devising an activation to raise awareness of lung health function and protection against air pollution.
The launch event will be taking place in Trafalgar Square from 2-3 September, with a Health Lungs for Life ‘bubble’ offering visitors free lung function (spirometry) tests as well as advice on lung health and protection from air pollution representatives from ELF, the British Lung Foundation and Asthma UK. Visitors will also have the chance to play an interactive Healthy Lungs for Life game.
Free lung testing events will be held at further locations in London throughout September, including outside Leystonstone station on 4 September, at Canada Square, Canary Wharf on 6 September, at Battlebridge Place, close to Kings Cross, on 7 September, at the On Blackheath festival in Lewisham on 10-11 September, at Islington Green Gardens on 22 September and at Acton Market on 23 September.
Experiential agency MKTG has produced the event and out-of-home communications agency Posterscope planned and bought the OOH activity.
Via: Event Magazine