Archive for March 2007

Coca Cola is embarking on one of its most ambitious experiential campaigns to date with the launch of its Live ‘n’ Local Tour of 14 city and regional gigs throughout Australia. Coke Australia is hoping that some 50,000 youngsters will use 20 Coke Classic labels and trade them for tickets to the concerts featuring the hottest new Australian bands. Although the tour only started this month, the company’s Atlanta headquarters have already backed the Aussie initiative as a model to be used by the rest of the Coke world in keeping 16-24 year olds supping the black beverage. The UK, Germany and France are now developing their own versions of Live ‘n’ Local.

Source: Sydney Morning Herald

Sugar Puffs is bringing back the Honey Monster in a bid to distance the brand from negative connotations surrounding sugar. The Honey Monster – who hasn’t been on pack for more than two years – is making a comeback as part of a campaign which also features links with Hives Save Lives, a UK charity developed to help alleviate poverty by creating sustainable livelihoods in Africa. A three-month promotion includes family-focused experiential events at venues throughout the UK, an on-pack push encouraging children to become ‘honey heroes’ and in-school fundraising for the Hives Save Lives charity.

Source: Promotions and Incentives

Heineken is to run a series of experiential events at sports fixtures, music concerts and cultural festivals under the title ‘Café Heineken’. The campaign will kick off at rugby union’s Heineken Cup Final in May where consumers will be able to sip Heineken in a café style atmosphere complete with food and live music. The activity is designed to amplify Heineken’s marketing strategy in the rest of Europe, where the beer is promoted as a meal alternative to wine.

Source: Marketing

The Association of Tennis Professionals (ATP) – the governing body of the men’s professional game – is looking to broaden the sport’s appeal with an experiential campaign comprising specially designated areas where fans can experience the game, courtside promotions and invitations to the public to meet and learn from professional players. The campaign, which starts this spring – will also include exhibitions about the history of tennis and the science behind the sport’s modern game.

Source: Marketing

COI has appointed BEcause to handle a face-to-face campaign for the Department for Education & Skills (DfES).

Our brief is to promote the uptake of formal childcare amongst lower income families, to help reduce the number of children living in workless households.

We’ll be using face-to-face dialogue and interaction at supermarkets and shopping centres to drive awareness of the benefits, choices and financial help available for formal childcare amongst these families.  The campaign kicks off in early April.

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