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Stores & Spaces (159)

Brand being there, for better or for worse

Brand being there,  for better or for worse
“Mission 39°” is a guerrilla marketing campaign by UniCredit to reinforce the message of its last advertising campaign named “Life is made of ups and downs. We’ll be there in any case”. The campaign consists of three young teams wandering through the transit system and giving people fresh towels and portable ventilators during the hottest days of the Milanese summer.
Why it matters

The idea of ‘brand butlers’ puts brands close to people and their needs. Is there a change to create more bonding by following them not only in the sunny moments of their lives, but even in the hottest – and most difficult – ones?

Connectivity
Italy
Stores & Spaces

Brewing up a shop

Brewing up a shop

You can now visit the first Heineken® Store. It’s a different style of shopping destination, with virtual games, interactive displays, a beer tap simulator challenge, and a large exhibition of Heineken® products to taste and buy. You can also customize your own bottle with “Your Heineken®” as well as get exclusive gifts and promotions.

Why it matters

FMCG brands need to get smarter at getting closer to their customers as most in-store interaction is through retailers who usually have their own agendas. We are seeing more FMCG brands create their own spaces where they can manage the shopper relationship. Does this latest store show there are no signs of stopping this trend?

Experience
Spain
Stores & Spaces

McHitched

McHitched

Since the beginning of the year, young couples can fulfill their dream to marry in their local McDonald’s restaurant in Hong Kong. The fast food chain offers nuptial packages that, among other party favors, include a giant apple pie wedding cake  and a‘feast’ of McDonald’s catering.

Why it matters

The McDonald’s brand seems to have enough brand loyalty to be considered as a desirable wedding venue.
It demonstrates that even the most successful brands should continually offer their customers new ways to interact with their brand. If consumers are willing to marry at a McDonald’s then who knows what else is possible?

Experience
Germany
Instant Gratification
Stores & Spaces
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