Experiential marketing
When clients say they want me to ‘surprise and delight staff and cut through the humdrum of everyday internal communications’, it really gets my mind racing. Think Bedouin tents, a well-behaved camel and girls dressed as pilots for the launch of a travel card. Or, what you see here. ANZ asked for a competition to find the biggest sports or music fan within its ranks, so I thought why not go totally OTT and transform the inside of lifts into deranged fans’ shrines. Not just posters and memorabilia but the smell of liniment and chants of ‘Paul Scholes he scores goals’. Each lift had a digital screen to resolve what was happening: ‘Are you the ultimate supporter? Win tickets to every event at ANZ Stadium in 2017. Search ‘ultimate supporter’ on Max.’ It would be fun and absolutely no one would miss it! I think we ended up doing an A4 poster and easy-to-miss animation. But it’s good to push the boundaries, right?
