Oh what a night!

The annual CIM Marketing Excellence Awards were held on 12 February 2014. Being the dutiful sort, I sit here typing words on my favourite winners while my peers nurse their sore heads and blistered feet.

For me, it comes down to two – and sorry HSBC, despite winning the prestigious Grand Prix, you are not one of them.

Malibutique

Formed from some cute insight that women like a warm-up drink when getting ready (and we do), Malibu took to the streets with a pop-up bar that linked their Coconut elixir with fashion and style tips.

Using partner brands to support the events, Malibu not only put on a good show, but has used this insight and experience to help reposition as not just a cheeky holiday tipple, but a drink for all occasions.

What made this my favourite was the digital integration added in 2013. Now event participants can scan, download and sign up – keeping the conversation going, adding value and driving shares into the social space.

A good example of making an event integrated and accountable.

Dave’s man Chair

The TV channel Dave wanted to get their content out in the world, creating awareness and ultimately gathering viewers. So they took the TV shows to the audience instead of waiting for the audience to come to them.

Dave’s chair was placed in Burton Menswear stores (although I’m not totally convinced on the choice of store) and encouraged shoppers to stop and view.

What’s more, with competitions and signs up for more info, they appear to attracted many fledgling viewers to keep the conversations going (and I hope they do)

Well done, all.

By DMA guest blogger Catrina Law, member of the DMA Brand Activation Council and Principal Planner at Indicia