We are pleased to announce that we have been appointed by LEGO®, the global toy brand, to mastermind a 9 month experiential roadshow centred around its new Legends of Chima range.

The new LEGO®: Legends of Chima™ property is set in a mythical land of magical animal tribes who compete for CHI, a valuable energy source which gives characters extraordinary powers.  The range will be brought to life through construction sets, buildable figures, board games, social content and digital gaming.

The experiential campaign will launch in March 2013 and will be live during school holidays and half terms until October.  The roadshow will visit various family locations including a two week stint over Easter at Chessington World of Adventures Resort, plus appearances at several major shopping centres and LEGOLAND® Windsor. 

Over the course of the tour, children will be invited to take the Speedorz challenge, where they can race the Chima characters in their transport pods, culminating in a grand final back at Chessington at the end of the campaign to crown the Chima Champion.

The Chima Challenge Roadshow forms part of the largest marketing campaign ever created for a LEGO brand aimed predominantly at boys.  Media partnerships, TV and cinema advertising, digital activity, online games and in-store initiatives have been fully integrated to support the launch of this home-grown IP.  Other agencies involved in the wider marketing campaign for LEGO®: Legends of Chima™ include creative agency Dazzleship, media agency Carat and PR agency Norton & Co.

Alongside the Chima activity at selected locations, we have also been tasked with creating immersive stands for LEGO’s Friends and Duplo ranges.

Katie Penfold, Business Director at BEcause, comments:

“We’re really proud to be working with such a well-loved and established brand that embraces brand experience so passionately.  The Chima range is fueled by imagination and it has been great to get creative and devise an experience that is engaging, believable and that is ultimately all about play – because that is what it’s all about!”

We’ve just completed another Autumn roadshow for British Gas – all part of our on-going work to promote the company’s energy-saving products and techniques for the home.

For our latest brand experience, entitled “Working Together to Save Money”, we teamed up with regional water companies Thames Water and Bristol Water.

Based around a repurposed shipping container, the roadshow visited town centres, retail parks and garden centres in Bristol, Enfield, Bicester and Kingston throughout October.

Consumers could enjoy teas and coffees, chat to Brand Ambassadors about new products and free loft insulation, and discover more about British Gas’ energy saving initiatives.  There was also a levitating “magic tap” water-feature and costume characters to entertain the kids.

This latest initiative comes after our experiential work for British Gas won Best Experiential Campaign – Corporate Communications in last month’s IVCA Clarion Awards for excellence in communicating sustainability.

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.

Last month, we were hired by Ann Summers, the lingerie and sex toy retailer, to launch a dual-branded roadshow with ITV2, designed to find women to star in the brand’s first ever TV campaign this Autumn. 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! httpv://www.youtube.com/watch?v=ulz-UqSQDk0&feature=channel_video_title

We're delighted to have won the 'Best Experiential Event' category at last night's UK Event Awards in Manchester! It was our ' Golden Sleeper Train' for Pampers that took the honours.  This multi-sensory experience featured a 17m long walk-through ‘Golden Sleeper Train’ made up of five individual carriages devoted to babies sleep and development. Inside, parents were ‘shrunk down’ so they could experience the world through their baby's eyes.  The results were fantastic, not only could Pampers to share years of insights into babies sleep and development, but 95% of parents said that the experience made them more likely to buy Pampers in the future.