TRO win at the IVCA LiveCom Awards
Friday afternoon saw the IVCA LiveCom awards take place in central London and where TRO picked up 2 awards for our Nike + Run Club and Lucozade sampling campaigns!
Beating some stiff competition from global agencies we were thrilled to scoop gold in the Sporting Event and UK Festivals categories - as you can see from the smile on AD Nicky's face here!
For a full list of winners visit the IVCA website:
Lucozade Lite sampling at UK gyms
A new sampling campaign to promote Lucozade Lite, Orange and Cherry, starts in January across 126 UK gyms. Gym goers will be given the opportunity to try a full bottle sample, and the Brand Ambassadors will also educate on product information and the specific benefits. The team will also pass this information on to the gym staff so they can continue to promote the range post activity. The campaign aims to stimulate brand loyalty and drive awareness.
TRO opens offices in Australia and China
We have recently opened offices in China and Australia, with effect from 1 January 2012.
The creation of the new Australian office follows a merger with existing local agency, Retail Engine, which was previously part of TRO’s parent group, CPM. TRO Australia will be based in Melbourne.
Rob Allen TRO Executive Chairman said: ”We have a lot in common with Retail Engine, particularly in the field of brand activation and experiential marketing in retail environments. Retail Engine and its Managing Director Danielle Barclay have carved a niche of innovative consumer engagement. By merging Retail Engine with TRO we can extend our offer to clients; in fact we have already won new business in the technology sector and the agency is expanding”.
TRO Asia Pacific will be based in Shanghai alongside partner agency CPM. Chief Executive Keith O’Loughlin is now a frequent visitor to China and commented: “the agency world is well established in China but there is a clear demand for creativity in experiential. We have won our first projects and have several initiatives in the pipeline.”
The company’s West London headquarters will remain the hub of TRO’s international business, with Rob Allen dividing his time between the UK and Europe, and Chief Executive Keith O’Loughlin extending his UK remit to build business in the Far East, Australasia and the Americas.
TRO’s first overseas office was opened in Germany at the beginning of 2010, and in December 2011 the UK company restructured its board to reflect a strengthened international focus. Allen added: ”We are seeing greater demand for cross-frontier and regional campaigns, so there’s a clear need for a global presence and creativity”.
TRO was acquired by leading field marketing agency CPM in 2008; itself a member of Omnicom, the world’s largest marketing communications group. At that time, CPM’s existing experiential business was merged with TRO, creating what would become the UK’s largest experiential agency.
Allen said: “We have progressively achieved every goal that we set ourselves in collaboration with CPM, and it is largely through our close links with CPM’s overseas network that we have been able to expand internationally. Establishing these new offices endorses the rationale behind the joining of our two companies, and takes TRO to its next evolutionary phase.”
Nissan 360 Cam activity
TRO brought the Nissan 360° Cam to the O2 for the climax of the Barclays ATP World Tour Finals. The stand activity was produced to promote the new 360° Around View Monitor (AVM) feature of the Nissan Qashqai. TRO re-created this feature by giving people the chance to be photographed in full 360° using 48 cameras. Using the Nissan 360° Cam technology, the images were stitched together into a short video clip, allowing visitors to view their image immediately using the iPAD kiosks on the stand. Visitors were provided with fun props to help with their poses and also encouraged to enter their 360° image into the Nissan facebook competition, and get their friends to vote for their picture for a chance to attend an event at the O2 in 2012.
TRO are Experiential Agency of the Year!
We have been voted Marketing Magazine's Experiential Agency of the Year 2011!
With tough competition from a shortlist of world class agencies we are thrilled and delighted to have been awarded this prestigious accolade. Well done team!
All change at TRO!
TRO has announced a major Board restructure, which sees the appointment of a new Managing Director and the creation of strategic international roles for the company’s most senior executives.
Current Board Director Michael Wyrley-Birch, becomes TRO’s new Managing Director with effect from 1 December, and will be joined on the company’s newly-constituted Board by Client Service Directors Nick Burrows and Sian Bates; also Creative Services Director, Peter Trapnell and Operations Director Gary Wootton. Tom Gentle, one of TRO’s founding directors, will also remain on the Board as Client Service Director. Gary Nurse continues as Finance Director.
The new framework enables TRO’s existing Managing Director Keith O’Loughlin to take up the role of Chief Executive of TRO Group, while current Chief Executive Rob Allen will become Executive Chairman of TRO Group.
Rob Allen said: “TRO joined sales development agency CPM UK three years ago, a dynamic move which has given us access to new business opportunities, additional talent and an international presence. All of which create the perfect launch-pad for our next stage of development.”
Experiential activity for Home heat Helpline
TRO worked with communications agency, Fishburn Hedges, to deliver the Home Heat Helpline experiential activity. The key objective was to support those that most need help with their heating bills. We created the 'Living room in a bubble' concept with the focus being on the Helpline phone number.
Hilary Devey from Dragon's den helped drive PR opportunities at the first event in London. The bubble then continued on its way round the UK visiting, Birmingham, Glasgow and Cardiff city centres.
For more information about the Home heat Helpline go to
http://www.homeheathelpline.org.uk/
TRO scoop 2 Eventia Awards
The Eventia awards took place at the Hilton, Park Lane on Friday 18th November where we were delighted to pick up 2 gold awards!
Becca Whythe, Account Executive, won the Rising Star award whilst the Kellogg’s Hmmmm to Mmmmm campaign won gold for Creative Use of Technology.
We were also nominated in the Agency of the Year category and came a very respectable second.
It was a great night and congratulations to all the nominees and winners!
Skylander units installed in to Best Buy
TRO were tasked with re-skinning and installing 70 Skylander kiosks into 70 game stores and in addition 5 Interactive units within Best buy retail outlets on behalf of Activivion. This tied in with the UK launch of the Skylander Console game. The activity was a prelude to a wider installation programme across the Tesco Extra Store network during November. Our production team met the store staff, agreed a location, fitted the kit onto the in-store display gondolas, and helped store staff to merchandise the equipment. Kiosk re-skinning was managed within TRO warehouses by a team of in-house production crew.
Experiential activity for BMW
To promote the launch of the new BMW 1 Series Sports Hatch TRO have created a brand experience roadshow to give potential consumers a chance to view and test drive the cars. The roadshow has travelled to 6 venues across the country, attracting large crowds and creating a real buzz of excitement around the launch. See photos below for a taster.
Shell Fuelsave Day Experiential Activity
On Saturday 15 October 2011 TRO delivered Shell Fuelsave Day 2011 at Potters Field in London. Over 200 UK drivers joined thousands of motorists from around the world to set the largest fuel efficiency lesson Guinness World Record. The event was hosted by TV presenters Quentin Wilson and Konnie Huq, with a live performance from Alexandra Burke.
Take a look at youtube to see the actvity for yourself
http://www.youtube.com/watch?v=K6C8zMh3a-Y
TRO scoops three FMBX Awards!
Wednesday night saw the Field Marketing and Brand Experience Awards take place in London where we picked up three awards - congratulations to us all!
STAFF PERFORMANCE OF THE YEAR
SILVER – Kinect for Xbox 360
BEST RETAIL TRAINING / MYSTERY SHOPPING ACTIVITY
BRONZE – Kinect for Xbox 360
BRAND EXPERIENCE AGENCY OF THE YEAR
BRONZE
BMW Stand at Silverstone
Last week we took the BMW brand experience to Silverstone which featured a Closed Room for the New M5, a five car display on decking featured a M3 GTS, 1 Series M Coupé, Z4 with new N20 engine, 120d Performance Edition and a 320d Sports Edition.
Cuervo Experiential Sampling Activity
Our Cuervo team visited Preston University Student Union at the weekend - look out for them at a Uni near you!
TRO at the Ultrasound Festival
TRO took Diageo's pop-up bar to the Ultrasound festival at the weekend serving both Smirnoff Flavours and Morgans Spiced. Look out for the bar at an event near you soon!
BMW Experiential in Regents Park this weekend
BMW are at Regents Park Open Air Theatre on Saturday for the last run in the ‘Crazy for You’ show. We have a closed room and car showcase, why not come down and take a look!
TRO delivers VXR Sprint Night, Santa Pod
The final event of the 2012 VXR Power Events season took place at Santa Pod last Friday, the VXR Sprint Night gave VXR and Vauxhall performance car owners the chance to run their cars up this world famous drag strip to see how fast they could cover the quarter mile distance. In addition they had the opportunity to run some of the latest Vauxhall VXR products up the strip, and take the Autotest challenge in track prepared Corsas.
TRO Shortlisted for 7 FMBX Awards
Here at TRO we are thrilled and delighted to have been shortlisted for 7 Field Marketing and Brand Experience Awards!
The Berry Wagon continues to tour the UK
Look out for the Berry Wagon, our latest experiential campaign for Ribena, which continues to tour the nation with free samples of the full range.
This weekend we will be in Hertfordshire and London so keep your eyes peeled!
TRO deliver Lucozade Experiential activity at the Big Chill
Lucozade said YES at the Big Chill at the weekend making the experience even more special for festival goers. From the moment they hit the campsites people could take a spin on the energy decks to win festival prizes. Plus Lucozade Original Delivery helped make the morning as good as the night before with campers wakeing up to chilled Lucozade outside their tent. Finally when day turned to night folks headed for The Big YES to hang out and be in with a chance to win some fabulous prizes!
TRO top the Marketing Magazine Experiential League tables
Here at TRO we are very proud and delighted to be at the top of the experiential league chart unveiled today by Marketing magazine!
TRO Germany produces 125 year celebration for Daimler
Last weekend our colleagues at TRO Germany produced a huge event for Daimler. The manufacturer celebrated the 125th birthday of the automobile with employees from their Unterturkheim plant and their headquarters. Featuring a 3D projection light show and a large scale concert, we think the sheer size and complexity are very impressive! 90,000 visitors; 437 artistes; 100+ crew; 2 outside broadcast vehicles; 1,000 floodlights; 400 speakers; 10km of cable; and 7km of security barriers.....
Take a look at the Youtube link for a flavour of the event:: http://www.youtube.com/watch?v=J9pFx5Lo9GA
Pink Lady Apples Experiential
TRO are currently busy sampling delicious Pink Lady Apples across the UK's offices - look out for them in yours!
TRO's Rob Allen is 2011/2012 Eventia Chairman
We are delighted to report that Rob Allen, TRO Chief Executive, has been announced as the 2011/2012 Chairman of Eventia, the trade association for the events industry. Rob has served over 5 years on the Board of Eventia and this will be his second term as Chairman.
TRO wins Doosan experiential contract
TRO has been appointed to work with Doosan Power Systems on an as yet undisclosed European B2B experiential project!