We’ve teamed up with Plan UK, the global children’s charity, to launch a year-long programme of consumer-facing events, aimed at boosting sponsorship and awareness levels.

The national roadshow is designed to give Plan ambassadors a platform to talk directly to potential individual sponsors about the work the charity does to help children in the world’s poorest countries.

The campaign kicked off at The Adventure Travel Show at Olympia, London (28-29^th January), an occasion billed as “the UK’s only event dedicated to discovering the world off the beaten track”.  Visitors were invited to spend some time in the Plan Base Camp where they could watch videos of the charity in action. Guests were also invited to learn how to create their own Paper Batik – one of the craft skills that Plan teaches to help lift people out of poverty.

To allow conversations to develop, a small café served free cups of tea and coffee.  Brand Ambassadors talked to consumers about the work Plan does to improve education, health, water, sanitation and creating economic stability for people who need it the most.

Katie Penfold, Senior Account Director at BEcause, comments:

“We’re really proud to be working with such a passionate group of people to help lift the profile of a very worthy cause.  We hope that the chance to reach globally-aware and active audiences at relevant consumer shows this year will allow Plan to secure the support it needs and deserves.”

The roadshow is due to visit other events this year including The Malvern Spring show and The Vitality Show.  Its next outing will be at The Times Destination show on 4^th February 2012.

Although we were just pipped to the top post by our friendly rivals at TRO (well done, guys!), we’re still delighted to have been singled out for recognition in this prestigious round up of all the UK’s best agencies.

It’s the second year running we’ve been commended by Marketing for our achievements, and the fourth time in the last few years we’ve been vying for the title.

Congratulations to all the BEcause team for giving your very best across the entire year; and of course, huge thanks to all our clients for their continued support.

Here’s to an even more successful 2012!

We’ve been hired by Gü, the premium deserts brand, to launch a sampling and pampering experience aimed at Christmas shoppers at key locations this month.

Gü’s “Give In To Sparkle” campaign will provide a pop-up experience where shoppers can rest their weary feet and enjoy some pampering. Brand Ambassadors will invite the public to enter a competition to win indulgent little treats.  They will also hand out samples of Gü puddings, whilst emphasising key brand messages and encouraging people to seek out those sparkling little moments of happiness.  A team of Gü brand ambassadors will also be on hand to provide on-site makeovers.

Gü was launched in 2003 with a chocolate pudding range that proved highly popular in supermarkets across the UK. Today the company estimates four Gü puddings are eaten, somewhere in the world, each second.

Anna Bradshaw, Account Director at BEcause, comments:

“Shoppers are frantically going from pillar to post in the run up to Christmas. So we want to remind them it’s OK to take a moment out and give in to sparkle! Gü is all about those little pleasures in life and we are delighted to be running this campaign to strengthen the brand message just before Christmas.”

The roadshow will appear in Westfield (White City) and Covent Garden on the 16^th and 17^th of December respectively. It will then travel to The Bullring in Birmingham on the 21^st of December, and The Trafford Centre in Manchester the following day.

Following the success of our work on the British Gas Sustainability Café this summer,we have been hired to help amplify the energy company’s sponsorship of the RAC Future Car Challenge on 5^th November 2011.

The Future Car Challenge is an annual race from Brighton to London involving cars of the near future.  The winner is the vehicle which uses the least energy.  Entrants range from commercial manufacturers to privateers.

British Gas is the energy and EV charging sponsor for the event.   The company is entering three electric vehicles into the event, including a Nissan Leaf Electric car to be driven by Smooth Radio DJ Mark Goodier and Scrapheap Challenge presenter Robert Llewellyn.

We will be responsible for creating a relevant consumer-facing exhibition stand  for British Gas in a solar-panelled container at the Ceremonial Finish on Regent Street.  Over 500,000 people are expected to attend this event, when more than 60 entering vehicles will be on display.

We took the Sexy Uncovered roadshow to key shopping centres -- e.g. Westfield London, Manchester Trafford, Newcastle Metro and Lakeside Essex -- over a series of roadshow days.

In each city, we invited aspiring Ann Summers models to ‘strut their stuff’ on a catwalk in front of other shoppers.  All participants were professionally filmed and photographed for the chance to star in TV’s Sexiest Ad – a two-minute slot in the final episode of ITV2’s BAFTA-winning programme The Only Way is Essex.  One successful applicant will be chosen to become Ann Summers’ star model in 2012.

As well as the catwalk shows, the Sexy Uncovered roadshow offered consumers the chance to enjoy intimate pop-up Ann Summers Parties in Private Party Pods.  There were also “Ask the Sexpert” Q&A sessions and Lingerie Style advice.

Consumers who were unable to visit one of the roadshows could also enter the competition via a dedicated Sexy Uncovered microsite, the Ann Summers Facebook page or a dedicated iPhone App called Sexy on TV.

By the end of our roadshow, the live auditions had proved a great success in every location with hundreds of girls having participated.  Further to this, opportunities to see generated via the campaign topped 1m!

www.youtube.com/watch?v=ulz-UqSQDk0

The British Gas Sustainable Energy Space made its debut at the Bristol Balloon Festival, which was held on 11-14^th August.  It will next appear at new Hampton Court event, A Jolly Day Out, from 26-29^th August, followed by four county shows in Buckinghamshire, Dorset, Berkshire and Worcestershire during September.

The new roadshow is designed to provide a welcoming platform for British Gas to talk to consumers about sustainable energy ideas and solutions.   Visitors are able to enjoy free teas and coffees, whilst picking up energy-saving tips, and learning more about British Gas’ sustainable initiatives –smart meters, EnergySmart, free insulation for British Gas customers, energyshare (its partnership with River Cottage), A-rated boilers and microgeneration solutions such as Solar PV and Solar Thermal.

To reinforce the sustainability messages, we ensured that the entire experience is built with a strong eye on sustainability.  All wood is from FSC regulated forests, waste is being recycled and all café equipment will be donated to local community-run kitchens at the end of the campaign.

In addition, power used to run the café at the first 3 events is being matched back into the Grid from 100 per cent British renewable sources. The remaining events will be powered by a containerised solar PV solution. And any carbon generated during transportation of the shipping container is being offset by PURE, the clean plant trust.

Karen Evans, managing director of BEcause, comments:
“British Gas is at the forefront of sustainable energy solutions, and this roadshow will take that message in a friendly, conversational manner to discerning family audiences around the UK.   Having created a very successful exhibition for British Gas at last year’s START sustainability festival, we were delighted to be invited to build on that work with this larger summer roadshow.”

The Brugal Rum Shack will offer festival-goers the chance to sample Brugal Libre cocktails and play dominoes at a pop-up bar, built in the style of a traditional rustic bar from the Dominican Republic – the home of Brugal Rum.  The pop-up experience, designed by BEcause and built by trailer and structure specialists Mobile Technik, will also visit the Bingley Music Festival near Leeds on 2^nd – 4^th September 2011.

Following each appearance of the Rum Shack, BEcause Brand Ambassadors will run 3 weeks of in-bar cocktail sampling at hand-picked venues around Bristol and Leeds.  At both the festival and bar experiences, Brand Ambassadors will chat to consumers about the Brugal Rum story, and distribute leaflets with cocktail recipes and £1 money off vouchers.  Consumers will also be invited to enter a text-to-win competition for a trip for themselves and three friends to the Brugal Carnival in the Dominican Republic in March 2012.

Anna Bradshaw, Account Director at BEcause, comments: “Brugal Rum is a brand with a rich history, having been produced in the Dominican Republic since 1888.  It’s the number one rum in the Caribbean and the third largest rum brand in the world.  This two-city ‘hot-house’ campaign aims to give consumers a real flavour of Brugal Rum’s Caribbean heritage, and a fresh drink to add to their repetoires this summer.”

Simon Pauffley at Mobile Technik, comments: “Our brief was to work with BEcause to create something authentic yet still premium, which was true to the essence of the brand and the Dominican Republic.  The resulting shack combines traditional materials including corrugated iron, seagrass and wood in a structure which is relatively quick and cost-effective for us to transport and rig at both events.”

Tell us a bit about your time with BEcause and what led you to set up the Australian office.

Meredith Cranmer, BEcause Australia

I started with BEcause in 2006, working with Scottish & Newcastle (now Heineken) on The Biggest Round campaign, and I’m still very proud of what we achieved. It was a massive learning curve that involved large-scale activations and a high level of understanding on how to get the best out of field staff. Since then I’ve worked with a diverse range of clients that includes Durex, Oxfam and Perrier (whom I got to take to an exclusive event in Ibiza…a definite highlight of my time at BEcause so far). In the back of my mind I’ve always fancied being part of starting an agency, but also wanted to get back to the southern hemisphere. Life has a funny way of taking a turn and creating opportunities for you. Sydney is an amazing city, so beautiful and with a lovely vibe.

What have you got planned at the Australian office? Any exciting projects coming up that you can mention?

We are currently settling in to our office space in Surry Hills. I can’t reveal any names of new clients yet, but with summer coming up we are working on some exciting event concepts which definitely make the most of the Sydney summer sun!

Which BEcause campaign are you most proud of and why?

Ahh, so many to choose from. But the one that stands out in recent memory is the Eurostar ‘Highspeed Theatre’ at the Start festival last year which was six weeks from concept to activation. Taking serious messages like sustainability and bringing them to life in a fun and engaging way via theatre provided a great example of why brand experience is such an effective conversation tool.

Which brand would you most like to work with and why?

Can I be cheesy and say Apple? Not only do I love the products, but it’s a great example of an ‘experience’ brand. They have thought about the consumer across every touch-point.

Which Australian campaign has been the most inspiring to you recently?

Probably not a campaign as such, but Sydney recently staged the most amazing festival called Vivid. The city was taken over after dark by spectacular interactive light installations and projections, awesome music and creative workshops. The highlight was definitely the immersive light projections on the Sydney Opera House sails.

What are the cultural differences (if any) between Australian and UK consumers and how do you tailor your approach to suit?

I think the primary difference relates to lifestyle and this is heavily influenced by the weather. People in Australia really value the outdoor life and being active, it’s no wonder they are so good at sport! On the flipside I think the UK weather means that we spend more time together inside so some of our interests are more culturally-based. On a deeper human level we all have the same wants and needs, whether that’s spending more time with friends and family, to fall in love, have less of a commute and so on. The key is to understand different ‘tribes’ of people on a local level – where they live and what their interests and motivations are.

Why is conversation marketing the best way for brands to build reputations?

As a brand owner I think you have to understand that conversations are happening all the time, both good and bad. Why wouldn’t you want to join the conversation so you can listen and learn, address the bad conversations and build on the good? Conversation marketing helps brands stay in touch with what their consumers are saying and actively encourages two-way dialogue. By listening and responding you are in a much better position to influence the way your brand is perceived and spoken about.

Email Meredith here or check our website for details on how to get in touch with BEcause Australia.

BEcause Australia is headed up by Meredith Cranmer, a local Antipodean and former Senior Account Director in the agency’s London office.

Based in Surry Hills, Sydney, BEcause Australia will offer a full range of experiential marketing services to domestic and international brands throughout the region.  Services on offer will range from simple sampling campaigns to fully immersive, live brand experiences – amplified as required through digital and social media channels.

BEcause Russia has been created under the leadership of Igor Gusev, formerly Marketing Director at Unilever (Russia & Ukraine).  Based in the heart of Moscow, the office will draw on the local talents of a diverse range of marketing partners to create bespoke teams for any experiential, digital or social media campaign targeting Russian consumers.

Sharon Richey, Founder and CEO of BEcause, comments:

“We have big ambitions for BEcause on the global stage, and these are the first of a number of new international offices we’re looking to open.  We live in an increasingly globalised world, and a growing international network will ensure we’re right on top of global trends and cultures – as well as sharing learnings and new ways of doing things.  At the same time, we know that activating in a local market works best when working with local talent.  We’re keen to talk to more ambitious boutique agencies and partners overseas who would like to be part of the BEcause global network.”

Meredith Cranmer, Head of BEcause Australia, comments:

“Although we’re a new name in Australia, we’re backed by one of the biggest names in experiential marketing in the UK, and that gives us a real edge out here.  Having worked with a host of big global brands such as Pampers, Heineken and Durex, we know what it takes to get people talking.  I’m relishing the chance to introduce BEcause’s distinctive blend of creativity and experience to Australian brands and consumers.”

Igor Gusev, Head of BEcause Russia, comments:

“Experiential marketing in Russian is still a relatively new discipline, so the potential for growth here is huge.  BEcause Russia will bring together the diverse talents of local agencies such as Voskhod, Redkeds, Advant, 4DPR, Brand Mobile, BTL Marketing and Advant to create a unique, multi-disciplinary experiential offering.  And because we’re backed by the global resources of the BEcause network, clients will be guaranteed an exceptional level of creative thinking and delivery.”