ASDA DRIVE-IN MOVIES: What better use of Asda car parks than as
moviedromes? Especially when the stores are open for 24-hours, so you
can tack your shopping onto your cinema experience.
CPM Mobile Marketing arranges drive-in showings of films such as Grease,
Jurassic Park and for the Asian community in Bradford, Bollywood
Classics, complete with a cinema 'Snack Shack' and waitresses on skates
serving food from the Asda Fresh range. The soundtrack is transmitted
through car radios and a grandstand with a PA system caters for
Those in cars with no radios are given small portable radios and coat
hangers for tuning in.
The movies have been so well-received that Asda has signed up for
another 60 in 2001. CPM also worked on the outdoor cinema events that
are part of Stella Artois' Campaign award-winning 'movies that matter'
BREAKINGVIEWS.COM AND THE TICKERMEN - The five Tickermen were a sort of
City version of the Teletubbies, who patrolled the streets of the City
for three weeks in September and October last year to promote
Breakingviews.com, the financial analysis website. The five were dressed
in suits with a metre-wide LED display mounted above their heads, linked
to a modem so it could show the breaking views analysis and comment.
They were supported by a poster campaign and ad vans carrying a new
business message each day. As with other internet ventures, giving the
site a three-dimensional feel on street corners was a solid way of
promoting a more abstract idea. Brand Communications agency Myrtle came
up with the idea and was helped by a field marketing team from
Communique. Site registration increased by 20 per cent after two days of
the campaign and by 100 per cent within a week.
EVIAN'S SPA - Given its huge sales in clubland, it makes sense for Evian
to sponsor the Creamfields 24-hour dance event. But rather than the
usual ticker-tape event branding, it decided to go with a more grand
It was August and the product is water, so why not build a pool? With a
fully-branded Evian swimming pool and a PR teaser campaign about whether
or not the pool was filled with Evian (in fact it had only a sprinkling
of the valuable water), festival-goers brought along their trunks and
bikinis and splashed about.
Crowds of 40,000 or so saw the pool and a whole lot more read about it
in the likes of The Sun and the News of The World. That was in 1999. In
2000, the pool became a fully-fledged spa, reflecting Evian's heritage
since it hails from the French alpine spa town. Last summer, there was
also a jacuzzi, miniature golf course, tennis and a massage area. We
await plans for 2001.
THE SKY DIGITAL NEWSREADER - The Millennium Dome may not have managed
its own brand too successfully, but one of the top-rated draws in the
tent was an authentic in-studio TV experience brought to you by Sky
Digital and field marketing company EMSChiara (now Mosaic Technology &
Visitors to the Dome looking for an interactive attraction could be
filmed while reading the news in the branded studio which was recreated
for the purpose. The idea was also used to generate publicity, which
included being voted as the best experience to be had at the Dome by the
readers of Time Out.
STRONGBOW LOAFING LOUNGE - After their success at music festivals in
2000, Strongbow's 'Loafing Lounge', created by the brand experience
gurus at RPM, is being fitted for the holiday scene in Ibiza to help
bring 'maximum refreshment' during the sizzling summer months.
The lounge, which hit the mark for 18- to 24- year-olds at music
festivals last year, is constructed as though it's a roadshow, but
decked out with an underlit perspex floor, sofas, beanbags, Sony
Playstations and waitress service.
Branding is louder on the outside; once inside there's a
Strongbow-branded projection, but otherwise branding is kept to a
minimum. On the Spanish island the lounges will be found in one of the
top clubs at night and during the day Strongbow will be offering a
hangover recovery service on the beaches with a cranial masseuse to
relieve the pressure of being on holiday.
THE ADIDAS RUNNER - To get from the streets to the store, Adidas, as
sponsor of the London Marathon in April this year, decided to place a
runner in-training for the event into the shop window at Lillywhites'
Piccadilly Circus store. The runner was Samantha Tomlinson, a 25-year-
old who set up home in the window, in a loft-style 'apartment'
containing fridge, TV, video, telephone, bed and running machine.
After running the event, she returned to the window for a day's
relaxation and recovery. Inside the store, 70 square metres was turned
into a London marathon street scene with Adidas' three stripes painted
on the floor to lead shoppers to the scene, where two marathon
consultants were on hand to advise on the race alongside an Adidas
footscan computer simulator for customers to check their stride pattern
and choose the best shoe for their running style.
Meanwhile, at the three-day pre-marathon Expo at the London Arena, live
runners performed inside a suspended atmospheric box in a variety of
simulated weather conditions. RPM, which has carved something of a niche
in brand experience marketing, is also behind this initiative.