Customer Experience Marketing
World Vision wanted to expand their child sponsorship face-to-face fundraising activity to incorporate a greater number of appearances at Events & Festivals in 2013, and they wanted to do this in an engaging, interactive and educational way. Futureproof was challenged to create a bespoke, highly engaging consumer experience that showcases World Vision’s international work at exhibitions, festivals and shopping centres around the UK.
The creative response was required to create two things; engagement and interaction.
The chosen creative idea was ‘Reactive’, the execution includes a reaction to the stand which creates a feeling of empowerment.
A set of large scale artwork with accompanying branded de-coder glasses was produced. The artwork is on first glance an illustration of despair, depicting some of the terrifying facts of life for children living in some of the world’s poorest places – young girls being forced to marry, children forced to work in mines, no schools or healthcare facilities, no clean water and very little food. When the glasses are then put on the illustration changes to one filled with hope, clearly revealing the life changing effects child sponsorship can have.
The glasses were designed to empower the wearer, clearly revealing the incredible difference that they could make to a child’s life.
Photos and results pending
Making it a truly 'lovely jub-ilee' celebration
White Stuff celebrated their 25th anniversary in 2012 and were keen to exploit the marketing opportunity it represented. Their in-house marketing team was already at capacity so they needed an agency able to work across multiple disciplines, cost effectively.
Futureproof was tasked with using the anniversary to build brand recognition, engender deeper engagement with their existing customers and introduce new customers to their database.
We launched a celebratory events campaign, using a converted Routemaster bus to visit village fetes and festivals across the UK. The tour visited 22 events over the summer of 2010, and we promoted the brand at each event; engaging audiences with activities at each stop in the journey.
Our team worked as an extension of the White Stuff marketing department to deliver a hugely successful experiential campaign, brought to life by create design and innovative ideas for events.
A full-service marketing solution that removed the cost of multiple agencies and delivered event management, social media, branding, data capture and staffing. We increased the capacity of the White Stuff marketing department enough for them to successfully capitalise on the opportunity presented by their anniversary.
Return on Investment: £1 : £2.27
Number of events: 22
Attendance at events: 764,300
Bus on the move: 28,040
Increase to revenue resulting from campaign = £90,697.00
Total campaign cost = £40,000.00
Recognising the community spirit of the Great British Publican
Futureproof was tasked by Enterprise – the UK’s largest leased and tenanted pub company – with creating, developing and delivering an initiative to recognise the great work their Publicans undertake within local communities.
There was a need to drive positive PR, Publican engagement and industry recognition following a series of pub closures and the ongoing decline of the pub trade.
We launched ‘The Community Hero Awards’ to recognise Publicans who make a real difference to the communities they serve. A dedicated website was created that allows Publicans to use their Enterprise login details to gain access and enter the awards.
The campaign has been supported through PR, eRM’s, internal engagement of Enterprise employees and a YouTube video that gives a complete overview of the awards.
Launched in 2012, the inaugural awards ceremony saw 18 regional winners being given £5000 to spend on a community initiative of their choice, with one national winner being awarded a further £5,000 to invest.