Networx: Creating Memorable Experiences

A panel of three, Prue Thomas (Group Marketing Director for Topshop, Topman, Miss Selfridge Australia and Glue Store) Steve Fontanot (Creative Director of Chieftain Communications) and Matt Cameron (Head of Events & Activations for Ensemble) provided a number of powerful insights into experimental marketing, from working with tight budgets, to discussing their own campaign experiences.

Prue Thomas spoke about Topshop’s recent campaign at Splendour in the Grass, ‘the only pop-up store at Splendor in the Grass that made money’! The success of this campaign has influenced their current marketing activities globally, and they have plans to sustain a presence at other festivals next year.

The challenges that marketers face in developing successful experiential marketing campaigns was one of the topics discussed by Steve Fontanot. He commented that if clients don’t see increased sales (if this is the campaign objective) it will still be seen as a failure, regardless of ‘how fun and cool’ the campaign might be. On the question of limited budgets, he said that why they can be a challenge, they can also increase the creativity of a campaign.

Matt Cameron discussed one of Ensemble’s most recent campaigns, the Magnum Pleasure Store, a pop-up store in Westfield Sydney, that invited customers to design and create their very own Magnum ice cream. The store was so successful that customers sometimes waited for up to two hours! Customers were so excited by the concept however, that it didn’t bother them, highlighting that the success of a clever campaign can be bulletproof.

Double Edge PR would like to thank our guest speakers with sharing their very knowledge and experiences on how to create memorable brand experiences.

We hope to see you all at our next event!