Event's favourite activations of 2014

"What's the best event you've been to this year?" is a difficult question the Event team often gets asked. So as the year comes to a close, we've chosen three of our top brand experiences.

Miele, Jaguar and Rentokil voted as Event's favourite 2014 activations
Miele, Jaguar and Rentokil voted as Event's favourite 2014 activations

John Lewis 150th anniversary

Yasmin Arrigo - editor in chief

"An anniversary year gives a brand a hook to celebrate its success and engage with its teams, partners and consumers and in 2014, John Lewis delivered across all platforms to mark its 150 years. The rooftop garden space created at their flagship London store by PrettyGreen coupled with the Stories of a Shopkeeper interactive exhibition by Lumsden Design gave them the perfect touchpoints to immerse their audience in their heritage and brand values."

Jaguar XE launch

Alison Ledger - associate editor

"The Jaguar XE launch was reminiscent of a James Bond movie. When passers-by began tweeting pictures of a mystery vehicle being helicoptered over London’s iconic Tower Bridge at sunset, before it was whisked by speedboat along the Thames, we knew this global car launch was set to be something special.

"The sexy, or ‘XE’, PR stunt captured the essence of the new vehicle, created intrigue and engagement beyond what was largely a B2B event for 2,000 VIPs – the largest in the brand's history. It showed the power of a truly integrated campaign and the shift towards blended thinking; the line between B2B and B2C were blurred."

Miele Science of Perfection

Samantha Edwards - news editor

"To try and make home appliances look sexy is no easy feat, but Invnt and Miele brought together a production that was immersive, multi-sensory and really captured the audience's attention.

"From the moment myself and a couple of hundred guests were whisked into East Wintergarden's reception space, you could tell people were going to be part of something special. Tap dancers performing on recycled washing machine parts and silk aerial performers dropping from the ceiling formed part of an extensive and intricate production for this product launch. It had meaning, relating back to the products' key features, but it also had the much needed wow factor that any brand is looking for in a live experience."

Rentokil Pestaurant

Katie Deighton - reporter

"Of all the pop-ups launched this year – and any reader of Event will know there have been many – this definitely stood out from the crowd. When I headed down to check out the ingeniously named ‘Pestaurant’ in August, the thing that impressed me most was how simply serving up some fried insects and pigeons could excite, disgust and, most importantly, engage infamously cynical City-workers.

"I don’t envy the person who has to market a pest extermination company, but the brand, along with agency Brands2Life, showed just how experiential can be used to raise awareness for just about any sector."

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

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