FM Winter 2025 - Flipbook - Page 16
chosen finalists excelled in different
ways, hitting the brand headlines at
festivals in the case of Costa and PepsiCo, taking ownership of an event in the
case of Red Bull or translating sponsored charity events, breakfasts and
charity programme into success at
retail in the case of Heinz.
Circle – Costa
CPM Ireland – Heinz, Barnardo’s
TRO & Fuse – PepsiCo
We Are Collider – Red Bull
CAT H
Most E昀昀ective
Sponsorship
Activation
the latter focussing on footfall levels at
2 locations, the popular Bluewater and
Westfield centres.
Finally, there was also a fast-moving
pan-European tour for Pokémon that
popped up for a miss-it-miss-out single
day of activity in 8 European cities in
UK, France and Germany.
This category has an extra reward...
thanks to SpaceandPeople and
Network Rail there is a £25,000 value
prize in event space for the winner.
Blue Square – Samsung
Circle – Frubes (Yoplait)
Circle – Subway
N2O – P&O Cruises
N2O – Tesco
Promohire – QV Skincare
We Are Collider – Pokémon
CAT I
Most Immersive
Event (Mass
Consumer)
Category H - Inside the QV Skincare trailer
Proper ‘on the road’ roadshows hit the
headlines this year with finalists for
Samsung, Subway, Frubes and QV
Skincare all using vans, buses and
trailers to make touring the country
quick, easy and effective. The
campaign delivery ranged from factual
to fun, ands this year roadshows saw
every type of venue deployed – shopping centres, festivals, retail parks,
exhibition events, town centres and
more.
In addition, we also saw one of the
classics of experiential – the Christmas
grotto, brought to fruition across the
Tesco estate.
Samsung, Tesco and Subway were all
firmly in the large tours bracket whilst
QV Skincare, Frubes and P&O Cruises
made their case using fewer locations,
14 Winter 2025
The return of immersive mass consumer events last year looked like it might
be the harbinger of more to come, but
judges didn’t see the same strength in
depth this year. Instead, they brought
forwards three events that found different ways to make ‘taste’ align with
design to make visually engaging and
interactive flavoursome experiences.
Circle – Costa
N2O – Dr Pepper
Promohire – Netflix/The Witcher
Category I - N2O builds interest for Dr
Pepper Zerooo
CAT J
Most Immersive
Event (Controlled
Audience)
Category J - Brand immersion for Guinness
by RPM
Whilst the mass consumer category for
immersive events lacked strength in
depth the controlled audience events
saw judges having to be ruthless to
keep the shortlist down to these 7.
The line up sees two ambitious multibrand events that build on previous
experience, and shortlisted last year –
for Circle - CCEP and N2O - Superdrug.
As an agency N2O has also managed to
dominate this shortlist, also scoring
with its Christmas grottoes across 150
stores at Tesco and a smaller scale
immersive experience for TRESemme
and Superdrug.
Then there is a Qatar Airways entry
from one of the recognised top
performing agencies, 2 Heads, and
category defence from last year’s gold
winning agency TRO – this time in
consort with agency TBWA Ldn with
adidas.
Last, but certainly not least is a shortlisting for RPM and Guinness for the
agency’s Guinness Matchday bar
experiences across Africa.
2 Heads – Qatar Airways
Circle – CCEP
N2O – Tesco
N2O – Superdrug
N2O – TRESemme and Superdrug
RPM – Guinness
TRO & TBWA Ldn – adidas
