Once again we were delighted to be chosen to produce the flagship live event for BI UK. This year we facilitated the three day event for over 500 staff in the beautiful city of Prague. Despite sub-zero temperatures we delivered a great experience working closely with the internal BI Events team. Having developed the theme many months before, we were able to work with over 30 presenters to deliver relevant and fun content.

We not only delivered a Dr Who style experience for one group with presenters emerging from a full size ‘Tardis’ on stage, but literally craned in a Formula One car for another group who were presenting on the second floor!

Delegates got to sample some local flavour every evening dining around at some traditional Prague venues, and feedback for the whole event was first class!

mcm recently completed the first part of a UK tour for a new client KLM. The Dutch airline wanted to raise their profile at selected regional airports in line with their Pack & Go marking activity. We devised the Pack & Go Challenge – a fun game show played at shopping centres by members of the public who were able to compete for free tickets to long haul KLM destinations.

Once ‘checked in’ by KLM flight ‘ground staff’ our passengers then met our host a KLM Captain who took charge of the game which involved packing a suitcase with 26 items, in alphabetical order in the fastest time possible. Flight Attendants were on hand to ensure fair play and with times scored ranging from 30 seconds to 5 minutes the Pack & Go Challenge was clearly tougher than it looked!

Brief:
To execute a fresh baked cake sampling campaign, within the largest Tesco Superstores in Hertfordshire and London regions, to increase sales of the range of Half Baked Cakes
Target Audience:
• Shoppers
• Ladies/House Wives

Campaign Description:
• Selected Tesco superstores and Tesco Head Office
To hit the highest footfall within the Tesco Superstores, activity took place between Thursdays and Saturdays in each store, guaranteeing that the supermarkets are at their busiest times.

• Off site chef
The cakes were baked off site prior to each day of activity, transported in refrigerated vehicles to each store on the day of activity, ensuring the freshness of each product.

• Sampling team (Tesco Entrance)
The sampling team consisting of two Brand Ambassador, wearing Half Baked Cakes branded uniform was placed at the entrance of each store. Working from a branded table they decorated each cake on location allowing shoppers to taste the freshness of each individual sample.

As well as directing customers to the specific aisle of the cakes the Brand ambassadors bought product to the sampling area. Allowing shoppers to place product in their trolleys for immediate purchase without the need to find the specific aisle. The staff also handed out product information leaflets for shoppers to read whilst making their way around the store and remind them of the sampling activity.

• Regional Supervisor
mcm provided an extra regional team supervisor on site, free of charge, who visited the stores throughout the day to oversee the efficient implementation and check on the smooth running of the campaign.

• tesco Head Office
To further increase the awareness of Half Baked Cakes a sampling day at Tesco Head Office was carried out. This allowed the management and buyers of Tesco to taste first hand the quality of Half Baked Cakes.

Results:
• Sales of product increased on the day by over 400% from usual sales figures.
• The client was extremely pleased with the activity and looking at expanding the activity into 2013.