East Village, London’s newest neighbourhood and the former London 2012 Athletes’ Village, has won gold again at the prestigious Field Marketing and Brand Experience (FMBE) Awards on Thursday 24th October.
The award was presented to agency iD Experiential for their innovative campaign to market East Village, the first legacy neighbourhood to emerge from the London 2012 Olympic & Paralympic Games.
The East Village experiential campaign received a gold award in the hotly contested Immersive Event (Mass Consumer) Category. East Village beat off strong competition from big players including British Airways, Lego, Lucozade and Campo Viejo.
According to Field Marketing Magazine, organisers of the awards, “this was the category that saw the most entries of any FM or BE award this year, and that marks a step up for accountable and immersive events”.
The experiential campaign was a revolutionary approach to marketing for the property industry. The year-long roadshow toured shopping centres, train stations and consumer shows promoting London’s newest neighbourhood, East Village via interactive pods and a team of highly-trained staff.
The campaign included interactive panels and info-graphics to replicate different elements of East Village, breaking up the information using maps, audio and video technology. A photo mechanic was installed using green screen technology to enable consumers to capture their experience in front of a range of different venues inside the Olympic Stadium. Each photo was then uploaded and shared via East Village’s Facebook page encouraging consumers to tag themselves and share with their online community. The campaign culminated a 6 month long pop-up shop in Westfield Stratford.
The FMBE judges were impressed with the attentive nature of such a creative campaign for a company whose sector did not traditionally utilise experiential marketing.
Katharine Walsh, East Village said: “One of the biggest challenges for this campaign was how to build excitement and interest in a neighbourhood that the public couldn’t actually see, or get access to, until summer 2013. Experiential has been the perfect vehicle for overcoming this challenge in a highly creative yet effective way. We are thrilled that this success has been acknowledged by the FMBE Awards. East Village is now getting ready to welcome its first residents and this campaign has been crucial to growing awareness about London’s newest neighbourhood.”
Caroline Deutsch, Client Services Director at iD Experiential added, “We are beyond pleased to take home yet another award for our work with East Village. Adding this gold award to our collection has meant that East Village is now our most awarded campaign of all time.”