The Souporium – an airstream sampling unit will attend 48 Top End Grocers delivering wholesome bread spread with Lurpak® Lightest Spreadable, coupled with fresh soup samples and inspirational booklets. Consumers will also receive a 50p MONP coupon along with the chance to enter a FPD to win 1 of 5 Wonderful and Wise hampers packed with Joseph Joseph kitchenware, a year’s supply of Lurpak® Lightest Spreadable, cookbooks and a limited edition Lurpak® Lightest apron.

The smaller sampling unit will be positioned at 18 train stations to target commuters on their evening journey home. Consumers will receive a 175g product taster tub of Lurpak® Lightest Spreadable along with the booklets.

BD Network also delivered an extensive shopper marketing campaign to support the launch throughout January across all retailers.

Both activities form part of a £10m marketing campaign to launch Lurpak Lightest Spreadable which includes a 30’’ and 60’’ TV ad, outdoor media in leading London locations, press and digital.

Consumers could instantly win with either an amazing prize, such as a games console and Flip video camera, or they could end up with an even more amazing prize – a pair of Dr Pepper pants.

All packs featured an everybody gets mechanic with free mobile game downloads available.

With just under 400,000 entries from over 600,000 unique entrants, ‘Pants or Prizes’ was the highest redeeming on-pack promotion across any Coke brand, ever!

The products, together with an engaging competition, were designed to harness exisiting mobile and event based behaviour to unique device usage and innovative technology.

The Logo Challenge Competition – Image Recognition

By collecting badges around the festival, visitors had the chance to win 1 of 10 iPad 2’s.

Every event and element of supporting material was art directed using the theme of the event; screen printed, hand drawn and cross stitched.

After noticing that our clients spend a vast amount of time flying between cities, we decided the best way was to create the Travel Buddy.

Knitting needles were smoking as we hand crafted 50 of these little chaps in next to no time, then we wrapped them all up and sent them off to their new homes. Owners were then encouraged to send a picture of their buddy on his travels to us in return for a free lunch next time they were in London.

We launched an innovative ‘Gift with Purchase’ on-pack promotion across all Lurpak Spreadable stockists, where consumers were rewarded with ‘Free Herbs’ with every purchase. The idea was to encourage people to make the right good food choices, whilst also supporting the core brand strapline of ‘Good Food Deserves Lurpak’. Our aim was to deliver a big, bold and disruptive promotion that would drive interest and purchase of Lurpak.

There were four herb variants – Basil, Dill, Parsley and Thyme. We rotated the herb variant on-pack every 2-3 weeks, giving shoppers a reason to repeat purchase.

The shopper marketing campaign used impactful point of sale supporting the on-pack offer.

To drive sales in the on-trade for Grolsch, we celebrated its iconic status by pairing it up with some of the most legendary pop culture icons of all time from art, music and film and giving customers the chance to win Amazon vouchers to spend on related products in line with their individual interests.

So, we developed BD Be the BEST. A training programme that offers a personalised approach where our people can “pick and mix” from six different elements on offer and in doing so they take charge of their         own development!

We created Future Flames, an integrated campaign that set out to find those teens who ‘burn the brightest’, giving them the once in a lifetime opportunity to be one of 500 nominees to carry the Olympic Flame during the London 2012 Olympic Torch Relay.

This through the line campaign had multiple touchpoints and was communicated across 276m packs.

Call to actions were tailored to different retail environments. In impulse the messaging was ‘ARE YOU A FUTURE FLAME’ whilst in multiple grocers the call to action was ‘WHO SHOULD CARRY THE OLYMPIC FLAME?’

Selected music artists, representatives from youth organisations, media personalities and up-and-coming Olympic 2012 athletes were chosen as ambassadors for the campaign, tasked with celebrating the role young people play in society, encouraging consumers to nominate their      Future Flame, and selecting the most deserving entries.

At cokezone.co.uk consumers could nominate themselves or someone they know as a ‘Future Flame’. They could also create a video showcasing why they deserved to run with the Olympic Flame, and share this with as many friends and family as possible.

We created a truly 360 degree campaign with the consumer at the heart – ‘You have to see it to believe it’.

Initially key bloggers and influential Nintendo fans were invited to an exclusive reveal event, where they would be the first to experience the 3DS.

The reactions we captured were then used to promote the console online and through social media, encouraging others to trial.

Through online advertising and social media we drove people to a Facebook application where they could book a slot at a local experiential event. They could also browse reactions from others who had trialled.

All of this was done so that we could get the console in to the hands of as many relevant consumers as possible.

People were encouraged to share their reactions immediately online from the event itself, completing the cycle.

Australians were asked ‘What do Heinz Beanz mean to you?’ and given the opportunity to respond by creating their own Heinz Beanz can online, featuring their story on the iconic label. All cans were displayed in a gallery where people could view, vote and share them on Facebook. The top-10 stories were immortalised on cans in stores around Australia and won their creators a share of $100,000.

The campaign attracted nearly 8,000 entrants of which more than 200,000 votes were cast. beanzmeanz.com.au attracted 141,193 visits to the website generating 847,000 page views. The Facebook community amassed over 8,000 Heinz Beanz fans.

Sales of Heinz Beanz soared by 14% over the 12-week period, increasing market share against its closest competitor by 5% points, with 135,000 new households buying Heinz Beanz over the campaign period, MAT vs last year.

2009 – We launched an experiential marketing campaign at supermarkets and train stations to demonstrate the exceptional taste of Lurpak on simple foods like hot potatoes and fresh bread. A MONP with the sample and targeted door-drop to 2.8 million households turned trial into purchase.

2010 – Tapping into the trend of home baking, the ‘Bake at home’ campaign was delivered BTL with a GWP on-pack promotion to get a baking tin, and an on-pack FPD later in the year to win a Dualit Food Processor.

2011 – We combined an integrated experiential sampling campaign in Q1 with an innovative, category first on-pack promotion – offering herb seeds with every purchase over summer.

Grads were given the opportunity to see an agency from the inside and produce work on real briefs. Everyone who participated would produce a range of work, and the best across all four briefs we set would not only win themselves a job at BD Network, but we’d also put a roof over their heads by giving them three months rent money!

THE WINNERS…..

Some of the winning work….

Starcom & BD are up for 4 awards including the People’s Award… with the 2010 Whiskas Pledge Campaign.

The Carling Perfect Pint Experience is the biggest promotional activity carried out by Carling for 5 years in terms of reach and spend, with £6 million investment from the brand to see this go off seamlessly. Nurturing a close relationship with Carling’s ATL agency BMB, digital agency Fastweb, plus their packaging, media and PR agencies, BD Network has created the BTL support for the Carling Perfect Pint Experience, giving over 132 million (yep, that’s a small country) opportunities for Carling drinkers to win their own Perfect Pint Experience worth up to £15,000 for them and their mates.

Now… this Experience  – it could be anything from playing 5 a side football in Rio with the locals, to lounging on a yacht in Monaco watching the Grand Prix….the more original the idea, the better the chance of winning. (My request for a day of David Beckham as a personal butler was a LITTLE too far, but you get the idea).

As well as the chance to win the Perfect Pint Experience, there are 12 million other Perfect Pint prizes up for grabs, the majority of which I secretly covet myself… do we think if I go by a pseudonym I could fool the system? A 1 in 10 chance to win is our attention-grabbing headline and prizes on offer are everything from Limited Edition Carling Pint Gasses, Carling Earphones and T-shirts to Carling Cup Final tickets, VIP Isle of Wight tickets, NME Award experiences and £200 Ticketmaster vouchers… all-in-all, up to £22 million worth of prizes available to be won (yep, that’s the funding for that small country…).

So now it is live and Carling perfect Pint Experience is out there for all to enjoy, the only question left is what do I do now I am about to depart from the Perfect Pint World? I guess I’m off to the pub…

Exclusively for Digital Shoreditch festival WLM team brings a unique mobile experience which reveals the rebellious art culture of Shoreditch. To start the game you must come to our open studio where instructions and clues will be given. There is a worthy reward for those who complete the game…not mentioning the satisfaction from discovering the lost art of Shoreditch via engaging mobile technology.

We are very excited to run our event and be a part of the digital community of Shoreditch. For the first time agencies are being gathered to share their experience and creativity in a truly festive way.

For more information go to: http://digitalshoreditch.com/events/

— Jim Jarmusch