Often, we as marketers, creatives & people, in general, tend to look inwards at the work we are doing, campaigns we are suggesting and creative we’re putting together.
We make sure as an agency we dedicate time to researching and engaging with what is going on in marketing. This means not just looking at brands in the same sectors we work in but the marketing industry as a whole.
For the second year running, BMWi and the National Trust have launched their “Create with Nature” roadshow as part of their ongoing partnership. The series of workshops demonstrate to visitors how to make beautiful objects out of sustainable & natural materials at National Trust sites.
At the heart of the campaign is a series of free immersive-play workshops which take place at picturesque National Trust sites across the summer, including Buckinghamshire’s Waddesdon Manor, North Yorkshire’s Fountains Abbey and Attingham Park. Visitors are encouraged to get creative, making items like a glass terrarium or log planter for absolutely no cost. Even better, you get to take it home with you.
Sophie Chiappe, Marketing Communications Manager at BMWi, says: “Visitors to the National Trust care deeply for the natural world around them, and they want to protect and learn from it.”
Another great example of a brand embracing the notion of creating a meaningful experience. Sometimes brands struggle to align their experiential marketing with their product or brand message. BMW got it right with these workshops, being a perfect way for them to show what the i3 was all about alongside their position as a market leader in sustainable travel. Their message was clear, the activity engaging and we are sure it would’ve left a lasting impression on everyone involved.
This style of campaign is something that leaves a long-standing impression with the audience, understanding that creating the right brand impression and getting a clear message across is just as important (if not more so) as a sales/product driven campaign.
Brand partnerships, to be 100% successful have to be a two-way street; something clearly evident with the continuing relationship between BMW and the National Trust. Both gain exposure to an audience they may not have previously had access to whilst creating something that is truly collaborative.
Written by Mike Carpenter
June 3, 2019