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Earlier in 2022, Specsavers launched their 2.0 campaign for their slogan of over 20 years "should've gone to specsavers".

The campaign is aimed to highlight what specsavers do and the broadened services they provide through reminding its audience that they are changing lives through better sight and hearing. This 2.0 campaign also featured Specsavers audiology service for the first time as well.

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TWL are the major partner of the Torian Pro, the Oceania region's semifinal event to qualify for the Crossfit Games. Whilst the brand has activations around the arena, people who are unable to get tickets miss out on these, and are only able to watch a live stream of the competition.

TWL could create unique digital spaces and experiences online that makes fans feel like they are included. This could be live streamed group workouts, shoe try-ons or athlete interviews. It could also include a 'fantasy' game where people can make a team of athletes they believe will win, with the overall winner receiving a real prize.

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A fashion business could use a specifically designed scent for the brand. Using the scent in stores across furnishings would create ambience and add a sensory experience. Alongside this the scent could be added to online parcels (eg. on/within tissue paper or packaging) to give the receiver a reminder of the instore experience via the senses, as well as drive an emotional connection and commitment to memory, thereby intensifying brand personality and identity.

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Perpetual's financial wellness escape room

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Perpetual's financial wellness escape room

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A big challenge for the financial services industry is getting people to be interested in their finances early on in life. A creative  way that Prudential went about this was to set up real-life escape rooms that mirrored different life-stages over 30 years, squeezed into a 30-minute game for people to try and progress through and ultimately retire as early as possible. I particularly liked the idea of it being in your parent's basement, showing where you could end up if you don't look after your finances. This could also be set up as online game as well so more people could experience it.

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The background

Financial planning is wildly important to start early, yet many young people put it off because it doesn't feel like it will affect them right now. Or because it's not as fun as hanging out with their friends or playing video games. Until now.

The execution

The Prudential Escape Room was constructed in the middle of Fast Company's Innovation Festival in New York's Grand Central Station. Over 200 people walked through a series of gamified financial riddles that spanned over a thousand feet of space.

To speak to young audiences, the experience was set up like a parents' basement (where they could end up living if they didn't take care of their finances). Participants were asked to dance (DDR-style) their way through loans and retirements plans so they could secure their financial future before they moved on to the next challenges, which included decoding employee benefits and the trials of being a caretaker.

The results

The entire experience was built in under 21 hours, and 1,300 challenges were solved by a slew of young people. We can only hope that these eye-opening riddles will encourage them to dance-dance their way to planning their real finances.

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Financial planning is wildly important to start early, yet many young people put it off because it doesn't feel like it will affect them right now. Or because it's not as fun as hanging out with their friends or playing video games. Until now.

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In 2021, then UK Activision Blizzard team created an experiential campaign for Call of Duty. It centered on bring animatronic Zombie head 'trophies' to the streets of Soho London. As people looked on, the Zombies would move, scaring members of the public, providing selfie moments and giving the UK team a content marketing moment. However, the social element solely relied on people sharing a selfie, with no incentive. That could have been the first step, rewarding people for their advocacy. There could have a been a QR code that took them through a digital experience that could then also generate content for them to share with their community. There could have been a Google maps integration, with each trophy hidden in a different location, that people could 'hunt' for and be rewarded with a worthy prize... Lots of missed opportunities to drive more engagement. https://www.youtube.com/watch?v=rtFciheY9d0&ab_channel=CallofDuty

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Call of Duty Vanguard: Zombies Prank Scare London 🧟  Happy Hunting…

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Pyn is a comm website, a platform where a business can create automated alterts/comms that will be sent out to a list of emails within the workplace, a little bit like Klaviyo email software.
In this instance, during covid to enage its user's on a more personal and experential level Pyn conducted a Tea virtual meet up to discuss each other's love language, to better understand eachother and learn from one another, also with a small survery of what is your love language. The reason behind the survery was so that Pyn could send a T2 Tea love language kit to the user in real life either to their work or home. The felt real and brought people together and connected during covid. It is a nice surprise to feel and see a gift of Teas sent to your home to have during the virtual tea meet up at work..

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I’ve used an example from a previous role. St Vincent’s Hospitals Fundraising Foundation runs a Christmas campaign each year. One of the activations is a Christmas Tree in St Andrews square, in conjunction with the Lights of Christmas promotion (Sydney CBD) where you can tap to donate – different values of donations were created on different branches of the tree, so you could select $2, $10, $50 etc.

On each branch you could have a QR code for people to scan to see where that donation money goes to. E.g. if you tap on the $20 branch, the code would take you to a page with information on what your money will go to and possibly a story of a past patient who has been helped. The page could also have the option to share to social media that you have just contributed to this cause and prompt you to include an image of you next to the giving tree.

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Old Quarter had a fundraiser at their café to promote a new Laos coffee, where 10% of every kg sold is donated towards building a water well for the farmers and their community. Partner cafes could also run a fundraiser and people that buy the coffee could scan a QR code to register for updates on the Laos water well project and upload their coffee pics to be part of a collage that shows all the supporters that contributed to building the water well.

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When the Netflix series Stranger Things was released, some offline activations were amplified through social media.

In Australia, on Bondi Beach, there was an entrance to the upside down. In Mexico, a convenience store was taken too, and a Demogorgon figure was ready to attack in a photo.

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The Arnott's Shapes brand is young and fun. The brand often uses dancing and music in it's advertising 'Flavour you can see', but could take this to another level by doing immersive events with music. The brand could work with up and coming musicians to develop work which features the Shapes music. It's a twist on Flavour you can see.. to Flavour you can hear.