© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• We now consume over 5 times the amount of information we did 20 years ago
• We see over 3000 brand messages a day, but how many do we remember?
• This information overload has increased our impatience – 50% of UK say they have become less willing to wait in the last 5 years
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• One of the most successful activations at last year’s SXSW festival
• Users tweeted their location to Mophieand a St Bernard dog would arrive to their location with a portable battery charger
• Satisfied a real need state – low battery at festivals
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Volvic’s Tough Mudder presence last year gained massive cut through
• Participants gladly welcomed their volcano style hot tub at the end of the event
• It satisfied a genuine need state and was contextually relevant
• Whilst both of these activations satisfied a need state, their novelty also was a driver of their success
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Novelty and exclusivity were both important factors for Cornetto’s sampling campaign last year
• Uber users could simply log into the app and request a cornetto to be delivered to their location
• The stunt was massively oversubscribed with the majority of people missing out
• It generated far more media coverage than any regular sampling activity
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Allowing the user to interact with the experience using their own device decreases barriers to participation
• Mc Donald’s OOH activation also worked in this way, allowing users to participate in a game of pong on an interactive billboard using their devices
• This helped to create a smooth experience that people could glide through
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Oreo’s recent activation took the glide premise quite literally
• By transforming staircases to slides, Oreo injected the mundane commute with wonder and fun
• The beauty of this campaign was in its simplicity as it required very little effort from the participant but still remained a memorable experience
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.