The experiential team have put together their favourite campaigns and events from the past month. From International Women’s Day to Red Nose Day, there’s definitely been plenty of great campaigns to gather inspiration from.
Royal Mail- The laughing postbox
Royal Mail has unveiled a special edition “laughing” postbox in support of Comic Relief. The charity is aiming to raise awareness ahead of its annual Red Nose Day fundraising drive, taking place on 15 March. The “laughing” postbox delivers a number of pre-recorded jokes when mail is posted into the slot. Each time a letter is dropped, people will hear one of several gags voiced by stand-up comedian Hal Cruttenden. The postbox is located near Broadcasting House, the BBC headquarters in London, and will be in place until 22 March.
Happy Birthday Barbie!
Barbie is celebrating 60 years of ‘girl empowerment’ with a global social and events campaign. As part of celebrations, Mattel has launched a 60th Anniversary doll collection representing six careers that have been in the Barbie line-up since the brand was born but which it said are “still underrepresented by women”. It includes an astronaut, pilot, athlete, journalist, politician and firefighter.
Teaming up with Walmart, A “Be anything” tour of the US will kick off on 9 March and will involve an immersive pop-up experience featuring a fashion tribute and installation celebrating the brands past.
Three- Temporary Tattoos
Three have launched a campaign giving out temporary tattoos to visitors to mark the launch of it’s pay-as-you-go loyalty programme, which allows customers to earn points every time they top-up. The initiative is geared towards those wishing to have more freedom with their mobile phone plans. The points people accumulate will give them access to a higher tier of rewards, including free digital subscriptions or vouchers and discounts to phones, headphones and other tech.
The pop-up stall will appear in the flagship store on Oxford Street from 16 March aimed at people whom Three describes as “commitment-cautious” – those not ready for a permanent tattoo.
Next- Denim Laundrette
Retailer Next has created a launderette to help shoppers pick out the perfect pair of jeans. The “Happy go denim” pop-up will have Next’s “denim experts” on hand to help consumers choose a style that suits them.
Next has worked with magazine, Grazia to pick favourites from the collection and the magazine’s editors will offer style advice. Shoppers will also be able to customise their purchases at the activation with embroidery. The pop-up is running until 3 March in Manchester’s Arndale Shopping Centre.
In conclusion, these experiential campaigns demonstrate how the success of a campaign can be enhanced with clever timings. A standalone campaign is great, but one that ties into relevant events and globally celebrated days can help to extend the reach of a campaign.
Just remember – authenticity is key and the event you’re tying in with has to have relevance to your brand, the campaigns main message and and your target audience so consider this carefully when planning your campaign timings. International Women’s Day was a relevant choice for Barbie and fitted perfectly into the conversation and chosen message for the celebration of the products 60th anniversary.