Brand Experience & Activation

The Brand Experience & Activation Eurobest Award celebrates creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360° customer engagement.

Entries should demonstrate how the customer journey, experience of the brand and optimisation of every touch point led to increased brand affinity and commercial success.


A number of criteria will be considered during judging and weighted as follows: 20% Idea; 20% strategy; 30% execution; 30% results.

The same piece of work can be entered up to three times in Brand Experience & Activation. However, the same piece of work may only be entered once in ‘A. Brand Experience & Activation: Sectors’.

Explore the categories

A. Brand Experience & Activation: Sectors

The same work can be submitted only once in this section.

A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.

A02 Healthcare.
Pharma, OTC drugs, wellness.

A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.

A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.

A05 Consumer Services / Business to Business.
Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

A06 Not-for-profit / Charity / Government.
Government, public information, other not-for-profit, military, charities, non-profit.
* All CSR work should be entered in the relevant sector and/or G07. Corporate Purpose & Social Responsibility category in section G: Culture & Context.

B. Channels

The strategic use of channels across a brand experience or activation.

B01 Use of Ambient Media: Small Scale.
Including items in bars & restaurants and all other hand-held (or equivalent in size) items.
* ‘Small Scale' refers to the physical size of the ambient item, not the scale of the distribution.

B02 Use of Ambient Media: Large Scale.
Non-traditional outdoor / billboards, including 3D and non-standard shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter banners and other executions that utilise a space or an existing permanent feature.
* ‘Large Scale' refers to the physical size of the ambient item or execution, not the scale of the distribution.

B03 Use of Broadcast.
Brand experience or activations using Cinema, TV or Radio.

B04 Use of Print or Outdoor.
Brand experience or activations using Print or Outdoor. Including, but not limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.

C. Use of Brand Experience & Activation

C01 Guerrilla Marketing & Stunts.
Brand experience or activations using guerrilla marketing, short term / one-off live pop up events and executions, street teams, publicity stunts and street stunts to drive customers’ engagement.

C02 Live Shows / Concerts / Festivals.
Brand experience or activations using large-scale events such as sport, festivals, concerts, corporate entertainment, built stages, etc.

C03 Exhibitions / Installations.
Brand experience or activations creating a space or using a more permanent spatial feature to drive customer engagement. Including but not limited to, galleries, exhibitions, fairs, trade shows, vending machines, signage, floor graphics, etc.

C04 Competitions & Promotional Games.
Competitions or promotional incentives used to drive customer engagement.

C05 Customer Retail / In-Store Experience.
In-store and retail activities including, but not limited to, product launches, demonstrations, sampling activities and pop-ups that engage and guide consumers across all channels of their path to purchase.

C06 360 integrated brand experience.
Online and offline multi-channel experiences which engage and amplify a brand’s message, product or service.

C07 Customer Acquisition & Retention.
Work that pushes boundaries, creating meaningful, engaging experiences and activations in order to attract or maintain customers, encourage customer activity and increase overall transaction value.

D. Touchpoints & Technology

The Use of technology and multiple touchpoints across a brand experience or activation.

D01 Tech-led Brand Experience.
Work that uses new or existing technology to enhance a brand experience or activation.

D02 Use of Mobile & Devices.
Work that uses a mobile app, portable device or mobile technology to create or enhance interaction with consumers at a brand experience or activation.
* In order to avoid your work being withdrawn from the festival your URLs must be accessible online until 31st December 2022.

D03 Use of Social & Digital Platforms.
Work that uses social and digital platforms to enhance a brand experience or activation.
* In order to avoid your work being withdrawn from the festival your URLs must be accessible online until 31st December 2022.

D04 Digital Installations.
Immersive large or small scale digital experiences and events which are set up to engage and strengthen relationships with consumers. This can include, but is not limited to VR / AR installations, motion chairs, multi-screen and multi-dimensional experiences.

D05 New Realities & Voice Activation.
The creative application of augmented reality, virtual reality, mixed reality or voice activation in a brand experience.

D06 Branded Games.
Console, online and mobile games specifically created for a brand, including emerging tech for games.

D07 Branded Tech.
Digital products, activations, utilities and tools that create brand value and enhance lifestyle or behaviour. Including, but not limited to robotics, biotech, installations, exhibitions, interactive screens, etc.

E. Strategy

Strategic planning and execution of a brand experience or activation.

E01 Launch / Re-launch.
Brand experiences or activations created to launch or re-launch a brand, product or service.

E02 Sponsorship & Brand Partnership.
Partnerships / sponsorships that create immediate and long term brand experiences or activations. Entries will be judged on how effective the partnership / sponsorship was.

F. Campaign

F01 Integrated Campaign led by Brand Experience & Activation.
Work that uses multiple platforms which is initiated, led or driven predominantly by a brand experience or activation. Entries in this category must contain different media and will be judged on how successfully they have integrated the chosen elements or channels throughout the campaign.

G. Culture & Context

Work that is brought to life through cultural insights and regional context.

G01 Local Brand .
Work for brands which are only distributed in a single locality or market that resonated with a specific target audience.

G02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

G03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. Entries should describe how the work was designed for the specific target market.

G04 Social Behaviour.
Work inspired by a specific audience / community, hinging on identifiable social behaviour.

G05 Cultural Insight.
Work inspired by a specific cultural insight stemming from the ideas, customs, values and lifestyles found within a specific region or locality.

G06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

G07 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which address social, ethical and environmental issues. Entries should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.

G08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.

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