Welcome to our series of experiential newsletters
Welcome to the new issue of #The_Next_Step
A round-up of the best experiential and sustainable tech...
Show me the money. The numbers, today.
This edition is all about metrics.
In the post-trust era with agencies sweating to prove the value of digital campaigns, experiential tech is uniquely positioned to win back the trust of brands.
As leading commentator and marketer Steve Olenski has elegantly stated: “Most people go out of their way to avoid commercials, yet most will also go out of their way for a new experience.”
A new generation of interactive technology combines the flexibility of digital with the authenticity of an experience that is socially or environmentally positive. A moment that resonates beyond the activation moment. Cue smiles, gasps and shares.
When combined with the instinct to do good, experiential delivers a powerful impact which can now be measured.
Great, show me some examples...
*WE LOVE IT: Financial advisory firm tames ‘greed is good’ bull and wins global eyeballs
A Boston-based financial firm hi-jacked the famous ‘bull’ statue in Manhattan’s financial district, with another bronze which defies the animal. State Street Global Advisors commissioned ‘Fearless Girl’, a diminutive cast produced in a similar finish of a young, determined woman facing down the bull. The poignant confrontation quickly won the attention of workers, tourists and the world’s media, becoming a tourist attraction that was shared via social around the world. The statue has now spawned copies in many cities, underlining the message of gender equality and increasing brand awareness for the Boston finance firm.
Positive metrics: In its first two weeks alone, the activation generated 500,000 shares across platforms and an estimated $7.4m dollars in free advertising (source: Bloomberg)
*WE LOVE IT: Brewer challenges rival brand to win ad space in build-up to major rugby event
During the 2018 Lions tour to New Zealand, a local beer brand came up with a clever way to harness the energy of fans’ loyalty and persuade them to physically participate in a unique campaign. Steinlager, sponsors of the All Blacks national team, bought all the digital signage at Auckland Airport, rigged it with cameras and then offered Guinness the chance to compete to show its brand messages. The mechanic simply asked fans in their team colours to stand in front the special screens. Recognising the red or black gear, the screens would then display the corresponding Steinlager All Blacks red messaging or the equivalent Guinness black assets. By harnessing good natured competition, Steinlager converted the ordeal of an airport into a tournament which everyone could physically participate in.
Positive metrics: 2.5 million people passing through the airports, 96,000 interactions, sales of Guinness up by 18% and Steinlager by 5%
At Pavegen, we work where tech and sustainability cross-over.
We’ve done it for some of the biggest brands in the world and play well in retail, sports and entertainment venues
*BLATANT BRAG: Footsteps = energy, rewards and data at The Mercury mall
Who says experiential is temporary? We installed a permanent Pavegen walkway at The Mercury mall, East London to provide a fun and rewarding experience for customers, every time they visit. And its value is totally measurable. Via Bluetooth connectivity to the mall’s reward app, customers can convert their steps on Pavegen into smart rewards that they can exchange for offers and discounts at the site's shops and brands. In return, customers permit retailers to access their data, meaning everybody wins.
Positive metrics: Thousands of weekly physical interactions with The Mercury’s sustainability initiatives and increased engagement with the mall’s reward scheme by 15% in the first two months
*BLATANT BRAG: Siemens Ingenious Energy Challenge
Pavegen partner Siemens, the global engineering and technology leader, approached us to boost engagement with its sustainable energy capabilities at the celebrated Great Exhibition of the North. Our solution had to be physically interactive, memorable and shareable – enter the Ingenious Energy Challenge. With seven seconds, visitors had to generate energy on Pavegen as creatively as possible. The power generated triggered a photo-pod which captured a shareable gif of participants’ movements. And with shareability, comes measurability.
Positive metrics: With hundreds of daily physical interactions for an average of 4.5 mins, the campaign reached an impressive 85,000 people via social
Welcome to #The_Next_Step
A new round-up of the best experiential and sustainable tech...
You're smart. You don’t need an experiential newsletter telling you that...
"87% of people say a live event is more effective than television ads"
"98% of people are more likely to purchase a product after a live experience"
"29% of companies who run experiential campaigns report 10-1 returns on investment." – Ad Age –
Ball-pits (unoriginal disease troughs)
Hollow creative that only works on Instagram (sometimes)
Or dubious influencers (who follow, not lead)
We believe experiential is now all about...
Ramping up the dwell time via authentic experiences
Producing rich data using the latest discreet and seamless tools
Okay, great. You got me. How...?
People want to experience real things
And they want to do good stuff (think positive outcomes for themselves, their community and the environment)
They want people to know that they have played a role in doing something good
Experiential is perfectly placed to achieve this. Enabling
individuals to participate in a brand’s positive story.
And to build a relationship that is two-way.
So what are we talking about? Show me some examples...
*WE LOVE IT: Diet food brand, Lean Cuisine, connects powerfully, targeting audiences with art installation
This moving campaign celebrates the things that women want to be valued for. The food brand used a sign-writer to decorate a huge display of weighing scales in Central Station, NYC, with the women's individual responses, creating a real and lasting monument that achieved 204m impressions. Boom!
*WE LOVE IT: Supermarket combines sustainability message with experiential, elevating the brand
Iceland managed to get its TV ad campaign on palm oil awareness banned. The UK supermarket capitalised on the controversy with an animatronic orangutan roaming the streets of UK cities, amplifying the conversation caused by the banned advert. Huge impact ensued, with PR Week reporting a significant uplift in brand awareness and consideration during the launch period.
At Pavegen, we work where tech and sustainability cross-over.
We’ve done it for some of the biggest brands in the world,
such as Intel, BNP Paribas, Google and Mitsubishi.
*BLATANT BRAG: Sustainable tech repositions retail bank
We have been privileged to work recently with the US division of BNP Paribas to help their US retail brand Bank of the West connect with customers on their commitment to the environment and local communities. The initiative challenged West Coast folks to achieve a total steps target, triggering the bank’s donations for community renewable energy projects and generating energy for local applications. A series of activations in San Francisco, Sacramento and Portland led to a stunning finale on Hollywood Boulevard, outside the Dolby Theatre, home to the Oscars ceremony.
*BLATANT BRAG: Interactivity launches Google device
Pavegen partnered with Google to launch its Pixel device at the Berlin Festival of Lights. The footsteps of visitors to the world’s largest single energy harvesting array were converted into off-grid electrical energy, enabling a synchronised lighting display and triggering the recording of a GIF which was shared widely on social media. The installation achieved worldwide press attention and 63% of users were considering purchasing the device.