MARKEETING EXHIBITION EFFECTIVENESS AWARDS 1997: EXHIBITORS’ SILVER AWARDS - FINANCIAL AND PUBLIC SERVICES

WINNER

WINNER



Client: Barclays Bank



Designer: Grapple Group



Exhibition: Childrens BBC’s Big Bash 1996



HIGHLY COMMENDED



Client: Department of Trade & Industry



Designer: Firbank Kempster



Exhibition: Hanover Fair 1997



WINNER



A cinema theme was adopted to promote Barclays Bank to the youth market

and recruit new accounts. The link was made with the bank’s cinema

sponsorship promotion, due to be launched two months later.



The stand was designed to give a brighter, more exciting image of the

bank to which this market could relate and to enable customers to find

out about, and make on-the-spot application for, the range of

accounts.



It featured displays of the latest film releases, stand up cut-outs of

stars and the opportunity to see trailers of forthcoming box office

hits.



There were also film-related competitions and free prize draws. Quality

goodie bags for those who opened an account contained film posters,

T-shirts, hats and badges.



A walk-through layout meant that visitors saw all the features and

congestion was avoided. Promotion and information on the bank’s products

and services were displayed at the final part of the stand tour, with

staff on hand to answer questions.



Says Barclays: ’The amount of interest from visitors was

overwhelming.



The results clearly justify the extra expense and time taken to create

the stand. We more than doubled our recruitment target and created

awareness of the Barclays branding with our target audience.’



HIGHLY COMMENDED



The seeds of what became Europe’s biggest trade fair were sown in

Germany by the British Military Government of Occupation in 1947. On the

50th anniversary of the event, the UK was donated 1660 sq metres for a

British pavilion, housing 96 exhibitors.



The DTI appointed Firbank Kempster to create an experience which

communicated the idea that the UK was at the leading edge of world

design technology and innovation.



Experiences offered in the pavilion included a simulated trip down an

underwater oil pipeline, sitting in the cockpit of the Eurofighter, and

rescuing fire victims trapped by thick smoke using Argus Equipment.



Those successfully completing these tasks were rewarded with a free,

high-quality snack and drink, courtesy of BP’s ’Petit Bistro’

display.



The pavilion was visited by 350,000 people during the six-day fair.

Survey data indicated that 80% of these were German, with others coming

from elsewhere in Europe, the former Soviet Union, the US, Asia and

Australasia.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message