Our latest news

Ecover readies ‘feel good’ festival push

Posted by Ben at 3:58 pm

Ecover, the eco-friendly cleaning brand, is to embark on live marketing activity at UK festivals during the summer as part of its “feel good cleaning” marketing activity.

Closer is delighted to have created the experiential concept which will visit family-focused festivals including Cornbury in Oxfordshire, Latitude in Suffolk, and Camp Bestival in Dorset.

The activity will feed into Ecover’s £4m brand campaign launched earlier this month. The campaign includes the brand’s first ever TV ad and aims to communicate the brand’s core sustainable credentials while appealing to new customers.

Aimee Okafor, group account director here at Closer, said: “Ecover is a fantastic brand which is taking on the biggest giants in the sector with the new ‘feel good’ theme.

“Closer is delighted to be able to play a role in bringing Ecover to British families with festival activity reinforcing the fact that Ecover products are kind to the home, family and environment.”

www.facebook.com/EcoverUK

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M Kitchen lands in Leeds

Posted by Jo at 12:22 pm

Be sure to check out the hugely successful M Kitchen pop-up experience from Morrisons. We’ll be in Leeds, Birmingham and then Manchester over the next few weeks.

If you need help with pop-up retail activation then give us a call.

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Closer launch secret pop-up restaurant to launch Morrisons M Kitchen range

Posted by Aimee at 4:22 pm

Morrisons has unveiled a unique foodie partnership with five of the UK’s leading chefs. Bryn Williams, Nigel Haworth, Aldo Zilli, Atul Kochhar and Pierre Koffmann have worked with Morrisons on part of the rebrand of its meal solutions range, M Kitchen.

Working alongside Morrisons own culinary experts, the professional chefs each created an exclusive recipe for the M Kitchen range. To launch Closer created an unbranded pop-up bistro just off Regent Street, fronted by the five chefs, called The Kitchen.  Here, diners were served the dishes, unknown to them that it was straight from a packet.  At the end of the meal, once diners had given feedback, Morrisons revealed it was behind the venture, proving that it’s possible to produce restaurant-quality meals in an instant.  The pop-up will be open until 13th October 2011.

These dishes are a small part of the newly launched M Kitchen range which includes 300 restaurant quality meals to enjoy at home. As a nation, we eat £3.3 billion worth of ready meals every year, with 75% of consumers admitting that they see ready meals as the more affordable alternative to a takeaway or dining out

Neil Nugent, Executive Chef at Morrisons, commented:  “The Kitchen has been an incredible experiment with 81% of diners saying that would pay more than £30 for their food and 81% rating it as ‘excellent’. We’ve achieved our goal to demonstrate that you can have restaurant quality food to enjoy easily at home. The new M Kitchen range only uses the highest-quality ingredients, authentic cooking methods and gourmet recipes. With this philosophy in mind, we worked with Pierre, Bryn, Nigel, Aldo and Atul to add their own exquisite touches to five dishes.”

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Closer to Consumers

Posted by admin at 5:38 pm

As consumer’s lives have increasingly moved online so too has the world of market research as it seeks to use access consumers for ever faster and more cost effective data capture. Researching consumers via online panels clearly has its benefits however marketers also recognize the importance of gathering insights through real world techniques such as qualitative groups. That said, focus groups ar notoriously expensive and, frankly, recruitment standards at times somewhat dubious.

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Posted in Consumer behaviour, Experiential strategy, Measurement | Leave a comment

Perfectly poised for Live Media

Posted by Liz at 1:01 pm

As budgets are becoming increasingly tough to secure the trend of clients re-evaluating their marketing activity to identify which elements are making a genuine contribution to their business – and, if live media sends out the right messages, we should get a bigger share of marketing budgets.

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Posted in Consumer behaviour, Experiential strategy, Live Media | Tagged Live Media | Leave a comment

It’s A Wrap! – The Kylie Aphrodite Party

Posted by admin at 1:05 pm

Last night, we successfully produced the Official Kylie Aphrodite Wrap party at Proud2 in the O2 after Kylie’s final UK date.

We’re sure you’ll agree, Kylie and the Lexus CT 200h both looked amazing!

Well done to all those involved.

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Going Nuts for Live Media

Posted by Jo at 2:18 pm

Here at Closer, we are extremely passionate about the continued integration of offline experiences with online amplification channels.

In fact, we’ve just launched Kraft Mikado’s first Facebook application which coincides with the launch of their new product ‘Totally (hazel) Nuts’ sticks!

Fans are tempted to visit the Land of Temptation on the Mikado Facebook page and are encouraged to go on a Nut Hunt! The cheeky Mikado squirrel has buried nuts all over the Land of Temptation, those who have correctly guessed where the nuts are hidden are rewarded with free Hazelnut product. Check it out here:

http://www.facebook.com/Mikado

Posted in Consumer behaviour, Linking offline experiences online | Tagged Experiential, Facebook, Online | Leave a comment

Putting Experiential at the Heart of Staff Training

Posted by Sally at 12:04 pm

As Experiential Marketers, we advocate the delivery of engaging and multi-sensory experiences as a highly effective way to influence consumer behaviour.

So, why don’t experiential agencies always apply this thinking to the way we pass messages and instructions on to promotional staff members?

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Posted in Promotional Staff, Training | Tagged Promotional staff, Training | Leave a comment

Experiential & Social Media Marketing – The new BFFs*?

Posted by Jo at 4:14 pm

Experiential and Social Media marketing are two mediums both trying to create a lasting relationship between brand and consumer, but can they actually work smarter, together?

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Posted in Experiential strategy, Linking offline experiences online | Tagged Experiential, Online | Leave a comment

Back to data-basics with your promotional staff

Posted by Cathy at 5:25 pm

The synergies between promotional staff and a brand can make or break a campaign.

Experience and credentials go a long way in securing the right Brand Ambassador for a campaign but how do you know if they can truly represent your brand to meet your objectives and hit performance indicators.

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Posted in Promotional Staff | Tagged Database, Promotional staff | Leave a comment