1. The luxury product
Royal
Warrant Holder Fortnum and Mason is
known for extravagance and their 2014 Easter collection was no exception. The
department store launched a jewellery Easter egg, retailing at £200. The
wardrobe-shaped Eau de Nil box with gold trimmings held a Valrhona milk
chocolate egg, lined with edible gold leaf. The drawer at the bottom of the box
held an assortment of milk and dark chocolates filled with dulce de leche and
praline. The inside also
featured one of two limited edition designer necklaces created by London-based
jewellery designer, Alex Monroe. The
bunny necklace featured a gold-plated rabbit, while the bird necklace featured
a decorative bird perched on a gold-plated twig, wearing a regal crown and
finished with a sparkling diamond. We like this because it brings a luxury and
glamour to the traditional Easter egg exchange. The limited edition necklace keepsake
makes this a great gift…if, of course, you can afford to splurge out £200!
2. The city adventure
The Fabergé Big Egg Hunt took place in New York in the three weeks leading up to Easter. The egg
hunt saw over 250 eggs, each decorated by artists and designers including Carolina Herrera, Marchesa and Tracey Emin, being
displayed across the five city boroughs. Residents and visitors could participate
by downloading a virtual Easter egg basket in the form of a mobile app. The app
allowed participants to log the eggs that they had found and discover the
locations of others. 10 participants had to discover the same egg before it
appeared on the app’s map. Successful egg-hunters
were then entered into a prize draw to win one of three Fabergé pendant
necklaces. At the end of the three
weeks, the eggs were displayed at the Rockefeller Center and then auctioned off, with the proceeds being split between
non-profit organisations, Elephant Family and Studio in a School. We
like this because it combines an experience of adventure with art and fashion
in the name of two great causes.
3. The captured moment
Lindt, the master chocolatier, ran their
Lindor #MomentofBliss campaign over Easter 2014. The social media campaign
which ran on Facebook and photo-sharing site, Instagram, encouraged the UK
public to submit photographs depicting their #MomentofBliss for a chance to
win one of five Lindor chocolate boxes. In order to enter into the competition,
a photograph was submitted and the type of moment had to be described using one
of seven pre-selected options which included Easter treat, me time and work
break. Those who took part could also select which Lindor chocolate flavour was
featured in the photo as well as adding a further description of the moment
captured. We like this because it gets consumers involved with the brand, giving
them the opportunity to both capture and savour their moment of bliss, evoking
memories when looking back on the images. The use of social media also meant
that the moment could be shared with friends and family, further promoting the
Lindt brand.
4. The immersive
experience
Baileys held an adults-only immersive
theatrical experience on Saturday 19th April, promoting their Belgian chocolate
mix drink, Baileys Chocolat Luxe. The Baileys Feaster Egg Hunt cost £25 per
person and took place at Harvey Nichols,
London. The live experience took audiences on a unique journey across all five
floors of the luxury department store, travelling back in time to the 18th
century Rococo movement where they interacted with actors playing royalty,
subjects and courtiers. The actors assisted audiences in completing their
journeys by finding the Baileys Chocolat Luxe Easter Egg which then unlocked a
six-course feast served on the Fifth Floor Terrace. We love this because it is
a great brand experience combining theatrics with an Easter egg hunt. This is
the type of activity which is shared and talked about for years to come. Also,
as the adventures took place whilst the store was open to shoppers, it gave
Baileys a great opportunity to promote across the board.
5. The television
advert
Global discount supermarket chain Lidl launched three Easter adverts
showcasing their wide range of foods, wines and chocolates to television
audiences in the UK. The adverts, created by TBWA\London, followed the format of two people having a
conversation with a spread of desserts, wines, foods and Easter chocolates
around them. They begin with one person asking the other to repeat some
shocking news that they have just shared, which the viewing audience did not
see. The second person then goes on to give news to which the viewing audience
would expect to cause an extreme reaction but this does not happen. The first
person is more interested in and surprised about the wide range of quality foods
from Lidl. We like these advertisements as they are both humorous and
informative, surprising and delighting, creating points for the viewing
audiences to talk about. We also think that this advert will be successful in
driving new customers into Lidl supermarkets as it encourages an air of
curiosity.
6. The themed party
To
kick off the Easter Bank Holiday weekend, London speakeasy Barts held a Mad Hatter’s Hendricks Tea Party. The 1920s
prohibition era themed bar based in Chelsea, South West London, served cocktail
sharers in teapots, cupcakes and a special Hendricks teacup-tipple to retain
the tea party theme into the evening. Revellers gained free entry into the bar
and had the opportunity to take part in a fancy dress contest where the prize
winners were pulled out of a top hat in a typical Mad Hatter fashion. The
highlight of the evening was the golden Easter egg hunt which kept customers in
the Easter spirit! We like this because it combines the childhood fantasy theme
with grown-up cocktails. It was a great way of
continuing the journey from the traditional afternoon activity into the
evening and we have taken note! The collaboration with alcohol brand Hendricks
gin meant that the venue could serve special event cocktails, thus further
promoting the drinks brand and hopefully gaining new customers.
Take a look at The Network
Experiential’s Pinterest board where
we’ve put together a collage of some of our favourite Easter and spring-time
things.
By Kayleigh Griffith, Account
Executive, The Network Experiential
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