Bose’s Urban Conductor and why brands are getting more ambitious with content

Emma Mainoo, Head of Events & Brand Partnerships at MediaCom Beyond Advertising, talks about her 2014 highlights and what to expect in the next 12 months…

By Emma Mainoo | January 16th, 2015

 

It’s been an extremely interesting couple of years within experiential. Things such as 3D and – in the case of Bjorn Borg’s Northern Lights fashion show which I worked on in a previous role – 4D, have seen brands more open to experimenting with the latest technologies.

Interest in experimentation has allowed us to push harder to create truly innovative events. While technologically advanced experiential events might be beyond the budget of smaller clients, they’re definitely taking note of these developments which allows us to pitch increasingly ambitious concepts.

Multi-sensory experiences are things that are open to all brands regardless of their budget. Events where people are able to use their senses and really immerse themselves remain hugely effective in creating great moments for people and brands.

Events are content. Content isn’t just YouTube videos or a Tweet, events are the fuel for connections and a central part of MediaCom Beyond Advertising’s new 20|20 Connections philosophy.

The work we did with Bose in 2014 is a great example of this. We were given an experiential brief but it quickly became obvious that it was much more than that and we produced a connected response that went far beyond one event.

The Bose activation really showed what MediaCom Beyond Advertising is capable of. Bose wanted to promote their new True Sound™ headphones aimed at a younger audience than many of their previous products. Rather than just attach the brand to a platinum-selling hip hop act, we teamed up with a new critically acclaimed artist, Ella Eyre, to create some amazing content through live moments.

We staged an exclusive launch event at The Hospital Club – home of the Mercury Music Awards. Here, Ella teamed up with composer David Arnold to record a live vocal cover of Bastille’s Pompeii.

It was attended by the likes of Jack Whitehall, Natalie Dormer and big-name vloggers such as Jim Chapman. It received great coverage (Jim tweeted about it to his one million followers) and it was an incredible night – I’ve never heard the word ‘goosebumps’ mentioned more in relation to an event.

We followed this with another event in Shoreditch called Urban Conductor. Ella performed live again and we provided facilities for members of the public to remix Pompeii themselves and experience the quality of the Bose products first hand.

The next 12 months promises to be just as exciting. I think we’ll see a continuation of brands willing to experiment and push boundaries. Conversely, things such as Selfridge’s Silence Room (part of their No Noise campaign) offers an interesting alternative to the bombardment of messages we get, while brands engaging with experimental music and molecular gastronomy will continue to grow.

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