Take A Closer Look: Silver Award winner at The Drum Roses - TCC
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Take A Closer Look: Silver Award winner at The Drum Roses

Just a few weeks ago we announced that we’d been nominated for The Drum Roses for the second year running. Now, we’re even more thrilled to announce that we actually bagged an award at the virtual ceremony!

Our Samsung and O2 activation, Take A Closer Look, was our last experiential piece that went live before lockdown. So, to see it win a Silver Award in the Ambient Media/Stunts category is hugely validating as we slowly, but surely, move into a world where traditional experiential can shine again. That means, more award-winning work from us is on the horizon!

The Drum Roses Awards celebrate strategic creativity from agencies outside the M25, which is all the more reason for this little agency from Ascot to celebrate, especially when you consider the stiff competition…

Want to know what the activation was all about? Here’s a little recap.

Our challenge? Launch the new Samsung device in O2 flagship stores by showcasing its Space Zoom USP with some epic experiential activity.

The Samsung Galaxy S20 had 100x Space Zoom, so we made our activation 100x smaller, hosting two world-famous pencil sculptors in two flagship O2 stores. They used tiny tools to carve stunningly small designs into the lead of a pencil live in store, whilst the Samsung Galaxy S20 used its 100x Space Zoom function to live-stream the artists’ work to an awe-struck crowd.

Our little theme didn’t stop there. We tapped into internet culture for our social teasers and used a ‘zoom meme’ to get followers intrigued about our event; a caption directed users to zoom into an image and discover a series of tiny clues revealing the date of our activation. And our pre-awareness leaflets were printed 100x smaller to get people in the right mindset; customers had to zoom in on a tiny corner of the leaflet to discover what we had planned.

This ‘tiny’ activation had a big impact, giving O2 customers the chance to get 100x closer to the action, selling 70 units and increasing footfall by 18.9% in the process.


Written by Jack Glasscock
May 4, 2021

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