The document summarizes some of the most powerful and successful experiential marketing campaigns from 2011. It highlights campaigns by brands like Johnson's, Vimeo, H&M, Vodafone, Nike, T-Mobile, Asics, Mini, and Hoyts that engaged consumers through interactive experiences using touchable billboards, projection mapping, mobile games, flash mobs, and more. It emphasizes that experiential marketing allows more time with customers to inspire action at less cost and drives longer-term relationships and advocacy.

1. The best experiential campaigns of 2011
Ontrac Agency
January 2011

2. INTRODUCTION
In the last year there have been some truly
incredible live experiential ideas executed across
the world
This short presentation highlights some of the most
powerful, emotive, and successful ones
We encourage you to look at the video links
included here to get a real flavour of what‟s
possible in the world of brand experience…

3. INTRODUCTION
Everybody is talking about experiential marketing these days.
From brand owners and their agencies to consumers themselves,
there is a growing recognition that engaging brand experience is one
of the most persuasive forms of marketing around
Brands are realising that if they want to have more of a transitory
relationship with consumers they need to talk „with‟ them not „at‟
them. Dialogue, not monologue is the key

4. EXPERIENTIAL
Experiential marketing is a form of marketing that creates an
emotional connection with a consumer. It‟s the actual customer
experience with the product and service that resides in the
customer‟s consciousness. Using one or more of the senses such as
touch, taste, smell, sight and hearing –
Experiential Marketing seeks to establish a touch point or connection
with the customer - connections in the form of experiences that are
personal, memorable, interactive and emotional in scope

5. INTRODUCTION
Experiential works. We know that. The ability to involve
individuals in a live, face-to-face brand engagement provides us,
as marketers, with an unequalled opportunity to create a lasting
impression
Yet the marketing landscape is shifting so quickly that it‟s
value can‟t be fully realised unless it is supported by other
communication that will enhance, amplify and prolong

6. JOHNSON’S
Johnsons billboard
Adult skincare brand Johnson‟s launched its first touchable, fully
tactile billboard at Westfield Shopping center for 1 day
Its team constructed the 20ft by 10ft „World of Softness‟ advert to
promote its 24hour Moisture body lotion. It featured real-life models
and was made with soft pink tones and materials to highlight brand
credentials
The Johnson's team invited shoppers to test the lotion for
themselves and to appear alongside the models
“We wanted to do something different to demonstrate our product to
women. What better way of putting the product to the test than inviting
women to feel the softness for themselves?” said Johnson‟s assistant brand
manager, Beatriz Franco.

7. JOHNSON’S

8. VIMEO
VIMEO Paris
To mark World Wide Water Day, BDDP created a unique and compelling
story to capture the interest of the French general public. The agency
devised a poster of a new kind, using directly water as media
A wall of water was installed in the middle of the heart of Paris and
delivered for a week the provoking message of the use of unsafe water
and it‟s tragic consequences
http://vimeo.com/10756110
We urge you to click on this link and watch this incredible campaign!

9. VIMEO

10. H&M
H&M flagship store
When H&M launched a new flagship store in Amsterdam, they marked
the special occasion with an aim to build some serious hype, they
opened the store over three nights of projection mapping events,
created by Muse Amsterdam
The concept for the projection mapping installation was based around
a huge red ribbon that wrapped around the building, as it untangled,
it revealed virtual doll house where nothing was quite what it seemed.
It lasts just over three minutes before fading away to reveal the
flagship store
http://adsoftheworld.com/media/ambient/hn3dprojectionmappinginthecitycentreinamsterdam

11. H&M

12. VODAFONE
All your mates in 1 place
The first experiential campaign to use floor media in an entirely
interactive way. A campaign called „All your mates in one place‟ was
devised to launch Vodafone 360 the new mobile interface that brings
all your contacts and social media into one place.
Vodafone challenged people to see how many mates they could
physically get into 1 place, whoever got the most mates in one place
won £36,000.
1,450 circles were sprayed throughout the UK and huge red mats
placed in targeted locations. To get the rules, entrants sent an SMS
text to the text number on the circles and then sent back their
photo of their attempt as an MMS. Forty million people were exposed
to the campaign and over 10,000 took part. The winning entry?
135 people - and a donkey!

13. VODAFONE

14. NIKE GRID
Nike Grid
The Grid is London, North, South East and West across 40 postcodes,
the entirety is your gameboard
The idea is to run from phone box to phone box, street by street
across London to claim the most streets in just 24 hours. For each
phone box “check in” you‟ll get points, and the more you run the
more you get
Nike have also taken more than a little inspiration from FourSquare
by issuing “badges” for speed, endurance and stamina over the
event, with the whole thing tracked and broadcast through Facebook
http://www.nikegrid.com/rules

15. NIKE GRID

16. T-MOBILE
Dance Flashmob in London
T-Mobile launched an advertising campaign with the aid of a flash
mob dancing in London‟s Liverpool Street Station
At 11.00 am, on Thursday 15th January, 350 dancers surprised
commuters passing through the railway station
The three minutes of synchronized dancing was captured on ten
hidden television cameras, edited and premiered during an entire
ad break in Celebrity Big Brother on Channel 4, at 9 pm on Friday
16th January, and sent virally to millions of people around the
world
http://www.youtube.com/watch?v=NB3NPNM4xgo

17. T-MOBILE

18. ASICS
ASICS New York Marathon Campaign
The campaign centred around creating personalised supporter messages
for loved ones in the race, which would be triggered with RFID tags,
displaying the individual messages on massive LED screens as runners
passed selected sensor checkpoints in the Marathon
ASICS setup a campaign site dedicated to taking images, video, messages,
texts, tweets and Facebook comments of support for runners in the
event. They also setup live video booths at the event, allowing friends
and family to record their personal message in style
http://www.youtube.com/watch?v=SnrzClsOlyU

19. ASICS

20. MINI
Virtual Mini Campaign
The game challenges you to hunt, catch and escape with a virtual MINI in
Stockholm using an iPhone app and your own two legs
The catch is, you have to get within 50m of the virtual MINI to hit “Take
The MINI Now” in the app before escaping as fast as possible, because
anyone else who gets within 50m of you can instantly take the virtual MINI
back!
If you are the person holding the virtual MINI after 7 days of 24/7 gaming,
you‟ll win a real MINI Countryman!
http://www.youtube.com/watch?v=WMWu1h_6OfE

21. MINI

22. HOYTS
Hoyts Saw VII
Here is a freaky little experiential campaign recently created by Mitchells
in Australia for the opening of SAW VII with Hoyts
People could enter a SAW VII branded photobooth to watch the trailer (at
their own risk!) and then get a free Halloween photo taken while still
inside
The catch was, that on the third flash, Jigsaw would appear from behind
as part of their photo that was also shown instantly on screen to add a
little excitement to the experience
http://www.youtube.com/watch?v=vAtCJuRuSkk

23. HOYTS

24. If you haven‟t already engaged in experiential
marketing but would like to know how this growing
marketing discipline can benefit your brand, please
get in touch using the details at the end of this
presentation,
If you are still unconvinced that such compelling
media can deliver a robust return, the following 2
slides aim to get you thinking about the ROI
advantages of this medium…

25. EXPERIENTIAL MARKETING ROI
Experiential engagement provides brands with an
opportunity to interact with consumers in a substantive,
meaningful way – providing depth of interaction, that
allows for two-way dialogue. It frequently moves
consumers through the purchase funnel very quickly, in
relatively short order, sometimes in a single interaction,
participants are moved from awareness to purchase
And due to it‟s emotional engagement, has the power to
form memories that impact future behaviour relative to
the brand
Perhaps though, it‟s most powerful impact comes from
word of mouth advocacy and it‟s propensity to provide
personal recommendations to others

26. EXPERIENTIAL MARKETING ROI
In simple terms, experiential marketing:
- Allows more time to be spent with consumers
- Requires less time to inspire action (purchase)
- Leads to longer relationships and advocacy that pays off
What many term the „time economics of experiential
marketing‟ is basically about …
spending more time with your customers,
for less money!

27. WHO WE ARE
We are an integrated marketing agency with over 30 years experience.
To us integration means combining marketing disciplines to create
powerful, commercial campaigns that deliver ROI
Experiential
The experiential department create and deliver large-scale strategic
experiential campaigns integrated with other media to maximise reach
This includes:
- Strategic live and digital planning
- Experiential design, production and implementation
- B2C & B2B event delivery
- Sponsorship & ownership packages

28. WHO WE ARE
Our approach:
We believe that the best way to experience a product, service
or brand is to engage and interact with it on and offline
We specialize in the creation and delivery of memorable
experiences, which resonate with consumers in relevant and
meaningful ways and build positive responses that drive both
sales and brand equity for our clients
Services
- Fully integrated brand experience
- Sampling
- Roadshows and events
- Retail marketing
- Shopping centre marketing services
- Exhibitions, trade and consumer shows

29. CONTACT
TO FIND OUT MORE ABOUT WHAT EXPERIENTIAL
MARKETING CAN DO FOR YOUR BRAND, AND TO
UNDERSTAND HOW TO AMPLIFY LIVE EVENTS THROUGH
DIGITAL CHANNELS (ON-OFFLINE CAPABILITIES) GET IN TOUCH WITH
KATE HORNBY AT ONTRAC
Kate Hornby, Experiential Director
e: kate.hornby@ontracagency.com
t: 01275 850 900 m: 07595 738416
www.ontracagency.com