CASE STUDY: P&G and creative agency And The Nerve crafted a daring activation that restored Always' brand perception in Pakistan.
True
experiential marketing
How Always Pakistan rebuilt trust in a taboo category and reversed a 20% market-share loss
and the nerve
case study
experiential marketing
pg
Rooftop Revival: How Heineken is tackling the loneliness epidemic in cities
experiential marketing
heineken
proximity paradox
rooftop revival
urban isolation
Heineken's global head of brand, Nabil Nasser and LePub's global CEO, Bruno Bertelli, talk exclusively to Campaign about Rooftop Revival, a pioneering campaign that reimagines city rooftops to solve the paradox of urban isolation in the digital age.
AB InBev India moves beyond sponsorships—Betting big on owned festivals
ab in bev
alco beverage
budweiser
experiential marketing
gen z
lollapalooza
music
Globally, AB InBev invested $7.2 billion in sales and marketing in 2024, focusing on strengthening its mega brands and building brand equity in high-growth markets like India.
Together Group adds experiential tech shops to global offering
experiential marketing
luxury marketing
tech
together group
The acquisition deals will help the global group 'deliver transformative customer experiences across all key luxury segments'.
Unpacking Indonesian shoppers' views on experiential marketing
experiential marketing
indonesia
With over 80% of event enthusiasts in Indonesia demanding authentic connections and social media fueling the desire for shareable moments, the stakes—and opportunities for brands—have never been higher.
How 'experience impact' is ushering in a new era of experiential marketing
experiential marketing
Where the focus on digital measurement dominates, marketers risk overlooking the potential of AI and personalisation to drive tangible results through live events. Ben Taylor of Project Worldwide APAC explains why.
From magic to immersion, experiential marketing gets an AI upgrade
ai
experiential marketing
generative ai
Through never-before-seen activations to events where the boundaries between digital and physical worlds blur, AI tools are fast pushing the limits of what experiential marketers can achieve.
Meta launches VR experience with Sir David Attenborough
experiential marketing
meta
The event takes place from 29 November to 4 December at Westfield, White City.
EBay turns Comic Con-goers into avatars for collectible trading cards
experiential marketing
The AR experience provided comic fans with a unique card, including a digital version.
Where is brand experience headed?
experiential marketing
In a post-pandemic world where brands are spending more on events, we ask brand experience experts across the region to find out if events will ever be the same.
TBWA Asia appoints Perry Essig as first chief creative experience officer
experiential marketing
tbwa
Based in Singapore, he returns to the agency after a stint with Dentsu International, New York.
Why web 3 is experiential marketing’s biggest frenemy
experiential marketing
Marketers need to pay attention to decentralised autonomous organisations, says the CEO of Mudfarm Ventures and a teacher at Denver Ad School and University of Colorado, Boulder.
Olympics goes virtual in bid to capture esports audience
experiential marketing
Esports offer will build excitement for the Olympic Games Tokyo 2020.
In pictures: Volvo pop-up stores in China go pretty in pink
china
experiential marketing
The immersive activation aimed to target a younger Chinese audience for the brand’s XC40 model.
La Mer transports visitors into ethereal underwater experience
beauty
experiential marketing
inspiration station
skincare
INSPIRATION STATION: An interactive exhibition for the Estée Lauder skincare brand combines technology and art to transport visitors into a kelp forest.
The evolution of events in the ‘new normal’
experiential marketing
Borderless, contactless and touchless—delving into new measures that event organisers have to take into consideration moving forward.
How to successfully run a virtual event (and mistakes to avoid)
augmented reality
experiential marketing
ogilvy
The analogue era of face-to-face events may be coming to an end, and this means that marketers need to ramp up the creativity and engagement virtually.
Why it’ll take bravery for brands to overcome COVID-19
experiential marketing
Playing it safe now—understandable as it might feel to do so—is often the worst option.
Now is not the time to give up on experiences
experiential marketing
Auditoire’s Asia CEO argues that 'quick-fix' digital experiences can’t hold a candle to real experiential impact.
Is ‘remote working’ the future of experiential?
experiential marketing
hong kong
jack morton
remote working
The COVID-19 outbreak has forced businesses to implement remote working policies, but Jack Morton’s Greater China head ponders its effectiveness in the experiential space.
A lab that might make you hate work less after a holiday
australia
experiential marketing
WPP AUNZ’s experiential arm creates a sensorial pop-up in Melbourne.
Giant pineapple rolls across Singapore in Caltex campaign
experiential marketing
singapore
To mark the opening of a new petrol station, a massive inflatable fruit was pushed across the island for a total of 24 hours.
Why brands should leverage experiential more aggressively in 2020
experiential marketing
Experiences are no more just a touchpoint in a campaign journey—they’re the climax.
Matthew McConaughey designs cabin in Aussie wilderness for Wild Turkey
activations
australia
experiential marketing
PHOTOS: A cabin more ruggedly handsome than the man himself. Alright, alright, alright.
Microsoft pilots global retail solution in Singapore
experiential marketing
microsoft
retail
We test out the service and report back with notes.
A history of brand experience through the decades
experiential marketing
A visual and descriptive evolution of experiences in the last 80 years, as narrated by vice chairman and president international of Jack Morton Worldwide.
M&C Saatchi launches live experience agency
experiential marketing
mc saatchi
The global brand experience agency, M&C Saatchi Live, plans to double its workforce in six months.
A peek into the Spikes Asia brand experience and activation awards
experiential marketing
spikes
spikes asia
A Spikes Asia jury member spills on the high-quality brand experience entries this year.
'I’ve moved money—a lot of it—from traditional advertising to experiences': Mastercard CMO
experiential marketing
mastercard
raja rajamannar
"Advertising is dead. Advertising is all about storytelling—so I say storytelling is dead. The future is storymaking," says Raja Rajamannar.
MCM builds giant playground in Shanghai flagship store
experiential marketing
shanghai
The German leather goods brand transformed its flagship store in Shanghai by way of a virtual playground.
Photos: Louis Vuitton exhibition overlooks Petronas Twin Towers
experiential marketing
fashion
malaysia
The fashion house marked its 34th year in Malaysia with a unique capsule exhibition.
Rising Stars: 2019's class of upcoming talent in events and experiential marketing
experiential marketing
Presenting our first-ever list of promising talent in events and experiential marketing, as chosen by the editorial team of Campaign Asia-Pacific.
Cost per head is dead: Better ways to judge experiential
experiential marketing
measurement
roi
Brands must move beyond superficial metrics to focus on the quality, not quantity, of interactions.
Taco Bell to open Mexican-themed resort
experiential marketing
marketing
Hotel launches in August.
Dentsu wants brands to display their ‘skeletons’
Dentsu
experiential marketing
sponsorship
Sponsors of the international Suke Suke Exhibition will have a chance to engage people by showing the inner workings of their products.
Experiential Marketing Agency of the Year winners revealed
experiential marketing
See who picked up awards in Greater China, Japan/Korea, South Asia and Southeast Asia.
FreemanXP appoints executive creative director for China
china
experiential marketing
Lee will position the company as a growth agency to clients, focusing on strategies that help brands grow their share of market, share of voice and share of sale.
We're measuring experiential all wrong
branding
experiential marketing
measurement
roi
The executive creative director of experiential agency SET says social shares, event attendance and email signups are redundant metrics.
What personalised events mean in China
adidas
china
experiential marketing
volkswagen
To engage attendees, every live experience must be unique
A breakdown of what ‘brand experience’ is—and isn’t
experiential marketing
In Tokyo, Campaign asked John Hamm, global chief creative officer of Geometry Global, for a no-nonsense analysis.
Experiential marketing for Chinese luxury consumers in Australia
australia
china
experiential marketing
luxury
Chinese consumers demand not only exclusive and beautiful products, but fully branded experiences.
Deep Dive: Experiential is future of storytelling
experiential marketing
As more consumers crave direct interaction with brands, events management plays a crucial role in communication.
Nike puts footballers into virtual snakepit to promote new boot
bbh
experiential marketing
nike
BANGKOK - To promote the Hypervenom football boot, Nike and BBH Asia Pacific built the 'House of deadly', a 10-by-10-metre game within which footballers had to avoid laser pursuers and shoot at virtual targets while surrounded by menacing snakes.
PARTICIPATORY MARKETING: Traditional agencies miss out on experience
experiential marketing
Experiential companies lead the way in new marketing trend as brands look to get consumers involved in their products.
MTR | Valentine's Day Wish Upon A Star | Hong Kong
campaign
digital
experiential marketing
hong kong
print
campaign
digital
experiential marketing
hong kong
print
Hong Kong's railway company MTR is set to woo local commuters with a romantic Valentine's Day campaign called 'Wish Upon A Star' launched on 14 February at eInstant Bonus Terminals in MTR stations citywide.
VIDEO: Ian Millner, CEO of iris Worldwide, on retail trends and best practices
ceo
digital
experiential marketing
retail
video
ceo
digital
experiential marketing
retail
video
SINGAPORE - In view of the rapidly growing discipline of retail, Media quizzed Ian Millner (pictured), global chief of iris, on the trends in retail plus some best practices that marketers and retailers here can look to adopt.
VIDEO: Ian Millner, CEO of iris Worldwide, on retail trends and best practices
ceo
digital
experiential marketing
retail
video
ceo
digital
experiential marketing
retail
video
SINGAPORE - In view of the rapidly growing discipline of retail, Media quizzed Ian Millner (pictured), global chief of iris, on the trends in retail plus some best practices that marketers and retailers here can look to adopt.
iris restructures to boost operations in Asia-Pacific
agency
appointments
asia pacific
digital
experiential marketing
retail
ASIA-PACIFIC - iris is set to shift five of its senior management from its London headquarters to Singapore and Sydney to drive growth and investment across the Asia-Pacific region.
MTR | Valentine's Day Wish Upon A Star | Hong Kong
campaign
digital
experiential marketing
hong kong
print
campaign
digital
experiential marketing
hong kong
print
Hong Kong's railway company MTR is set to woo local commuters with a romantic Valentine's Day campaign called 'Wish Upon A Star' launched on 14 February at eInstant Bonus Terminals in MTR stations citywide.
Kelly Finnegan leaves Iris Singapore; Tom Ormes to helm creative
agency
creative director
digital
experiential marketing
singapore
SINGAPORE - Iris Singapore's joint-creative director Kelly Finnegan (pictured) will depart the agency at the end of the month to return to the UK. Tom Ormes has been appointed creative director to helm the office's creative output and team.
Iris launches office in Shanghai
agency
china
digital
experiential marketing
shanghai
SHANGHAI - Iris has launched its office in Shanghai, nine months after the independent agency's entry into the Chinese market in Beijing.
Red Bull appoints Iris for consumer engagement in Singapore
digital
experiential marketing
fmcg
Red Bull
singapore
SINGAPORE - Red Bull has appointed Iris to launch through-the-line consumer engagement initiatives in Singapore following a five-way pitch.