Archive for March 2007

British Airways has re-created its newly designed Club World business class cabin in a high-profile three-day experiential event in London. The international press corps, members of the airline’s frequent flyer programme, investors, shareholders and corporate and leisure agents were invited to attend the experiential event held in Canary Wharf. The venue was transformed into a place where style and service effortlessly merge. Club Dining Room, Kitchen, Private Cinema and Bedroom areas complete with full size versions of the new seat were featured to illustrate the characteristics of BA’s new Club World.

Source: Field Marketing

Samsung is hitting the right notes with Chelsea football fans with a new campaign aimed at creating an affinity between Samsung and Chelsea FC and demonstrating that the electronics giant is more than just a shirt sponsor. The campaign – called ‘Win When You’re Singing’ – harnesses fans’ passion for Chelsea and gives them a platform via the traditional football pastime of chanting for the club. On match days, choirs singing Chelsea football chants line the routes to Stamford Bridge and the Samsung ‘Win When You’re Singing’ crew is based at Britannia Gate where fans can get up and sing their favourite Chelsea chant on-stage for the camera and for the chance to win Samsung prizes. Performances are then up-loaded to a dedicated website where visitors can view, download, share and rate them.

Source: Promotions and Incentives

Skincare brand Sanex has tied up with Pearl and Dean to develop a brand experience campaign dubbed ‘Skin Deep’ aimed at getting cinema goers to engage with its products via a month-long season of specially selected films including Fast Food Nation, Escape from the Amazon and Academy Award winners The March of the Penguins and An Inconvenient Truth. The screenings – which will play host to some 450 people – will be followed by special lectures and Q&A sessions. The experiential campaign is being publicised via a Sanex-branded website, in London’s ‘What’s On’ guides and through emails sent to 25,000 members of Leicester Square’s Prince Charles Cinema.

Source: Brand Republic

V Papers is implementing an experiential campaign as part of the nationwide launch of its self sticking rolling papers. Due to roll out this Spring, the campaign – Stick It, Don’t Lick It – will run through Summer 2007. In addition to a massive sampling campaign, the experiential campaign will feature event sponsorship, club ‘Goody’ packs, an interactive viral game, university ambassadors and a music track. Six major cities have been identified as hotspots for the activity.

Source: Field Marketing

Alpro Soya is targeting railway commuters with ideas for healthier lifestyles via brand ambassadors who are handing out branded pads of Post-It notes with questions such as ‘Walk or Bus?’ The ambassadors will chat to commuters, encouraging them to enter into the spirit by posting their own pledges onto a large Alpro display complete with life-size images of soya plants. The commuters are also treated to a breakfast pack of Alpro soya yoghurts and milk together with 50p coupons to encourage healthy snacking and lunchtime options.

Source: Field Marketing

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