British Gas supported the announcement of its most recent price cut with a face-to-face campaign through brand experience agency BEcause.
As part of a major two-day communication plan, hit squads of BEcause Brand Ambassadors visited 26 major UK mainline train stations to tell commuters about British Gas’s 7% reduction in the price of gas. Passers-by to the branded pop-up stands were given a postcard with a text-response number, this was supported on the second day of activity with branded hand warmers and a cover wrap on the Metro.
BEcause was brought to bolster an integrated campaign featuring PR and advertising. Early results estimate the face-to-face campaign directly engaged 400,000 people with opportunities to see reaching over 3 million.
IKEA is building 11 ‘activation zones’ at train stations and shopping centres throughout the UK this September as part of a campaign to launch its 2010 catalogue. The experiential zones will include giant versions of IKEA’s iconic pieces of furniture, ad screens showing the latest products and free copies of the 2010 catalogue. A promotional bus tour will support the launch.
Change4Life, the government initiative to encourage healthy eating, has designed a touring interactive kitchen as part of an experiential campaign to promote the scheme this summer. The kitchen, complete with cartoon-style utensils and cycling fitness machines, will tour major outdoor events throughout London. Visitors to the experience will be encouraged to take part in a 45 second cycling challenge and learn about healthy foods using an interactive touchscreen.
BEcause has hit the road this January in a campaign for The Department of Business, Enterprise and Regulatory Reform to educate workers and employers about the new national minimum wage rates.
The campaign, overseen by the Central Office of Information (COI), will provide tailored information and advice to local people in 30 towns and cities for nine weeks. On each day of the campaign, the converted double decker 'Route 552 – Are you on board?' bus will visit three strategically-positioned 'bus stops' for two hours at a time.
On board, visitors can sit and relax whilst using laptops to access online information via the campaign's website. Brand Ambassadors will discuss individuals' needs and help them find relevant information. Visitors can also use free on-board mobile phones to call the national minimum wage helpline.
Meanwhile it's been a flying start to 2008 on the new business front for BEcause, with wins on new projects for Sony, Oxfam, Yakult and Plantronics. Watch this space for more details.
Scottish and Newcastle (S&N) UK has appointed BEcause to launch a new face-to-face marketing campaign called ‘The Cider Hit Squad’.
Over the next six months we’ll be visiting thousands of pubs and bars,striking up conversations about S&N’s portfolio of Bulmers Original, Strongbow Sirrus and Jacques cider brands, and persuading drinkers to try one of these great ciders.
The live brand experience is designed to appeal to both consumers and bar staff and encompasses full training, a teaser phase, merchandising, sampling nights and follow up activity. The campaign runs until September.