Hendrick’s Refined Courtship Clinic

The Lounge recently ventured out to experience Hendrick’s Refined Courtship Clinic. The free pop-up was open for the second year running to offer etiquette tips to both singletons and couples looking to woo potential suitors and develop their relationships just in time for Valentine’s Day.

Ever thought which smells draw you in?

Either through one’s travels or simply from hearing about others' cultures you begin to build up a picture of what a country may be like. Therefore, if you were to stop and think about what a country might smell like, I’m sure it would not be that hard to pin point. Take Italy as an example, we all believe it to be the home of great pasta and pizza and for that reason if anyone where to ask us to imagine its smell we would probably say something along the lines of “pomorodi” (tomatoes), “warm bread” and “dashes of olive oil”. However, it could be more difficult to sum up other countries with a scent alone.

In the case of Lithuania that no longer needs to be a worry. Lithuania is pioneering a new type of national symbol to convey the character of the ex-Soviet Baltic state – perfume. The idea behind such ploy is to communicate a unified front to its public in a very innovative way. The perfume "Lithuania" is a blend of sandalwood, cedar and musk with the designer saying the smell of wood fires has been added, reminiscent of pagan rituals. Lithuanian soldiers in Afghanistan have also received it and it is soon to be rolled out in embassies, hotels and airports. However such forms of symbolism are not only left to those looking to unify their country.

Trend for 2011: Planned Spontaneity & how brands are already responding

We have identified 3 trends that we predict will be big for 2011. We will be posting each over the next few days with examples of how brands are already using them to engage consumers.

The first trend is...

1. Planned spontaneity: Consumers are increasingly seeking exceptional experiences when they go out. Since the recession they are working harder and going out less often, meaning that when they do go out they want something different from the same old bars and clubs. Many consumers want to do something more memorable and imaginative, but due to time constraints they are looking to others to organise this for them. Brands are responding by providing consumers with fun, frivolous and immersive experiences.

Branded examples:

ABSOLUT Vodka: Limited Edition Experiences

Held in in Nov 2010 in London, Bristol, Manchester, Edinburgh & Leeds to celebrate the launch of limited edition ABSOLUT Glimmer, 'turning the ordinary into the extraordinary'.

I went along to the London experience at a disused warehouse in Shoreditch. Publicity had been primarily WOM and no one knew exactly what would happen, creating a feeling of suspense and intrigue. I ‘experienced the exceptional’; firstly with fantastic cocktails and then exploring rooms full of quirky installations (moving mirrors, a maze of string, ping pong tournaments, an office with a militant secretary typing away…)

Stella Artois launch new product in classic style

Just came across this pretty slick launch for the new Stella Artois Black for InBev (through Mother & Punchdrunk).
Awesome theatrical take on an on-trade promotion transporting consumers (literally!) into the era which is the essence of the brand. Storylines and setting are intended to evoke the nostalgia of classic French cinema, with four different narratives on offer. The idea is that 'passengers' then trade experiences back in the bar after their journey. Nice!

It is kicking off on the 14th Nov in Village East and running for 2 weeks.

Link: Stella Artois Black Presents The Night Chaffeur

Cheers!
Tina

Experiential vending machines are sharing the love for free

Several FMCG brands are using the medium of The Vending Machine to engage consumers in a new way.

Rather than simply taking the dough and giving up the goodies (or not, as the case may be given the frequent unreliability of the things) these vending machines are providing imaginative and interactive experiences which reward the consumer with a free product.

Another win! Silver for Brand Experience Amplification/Integration

We've just won a Brand Experience award - silver for our Lynx Fever campaign in the Amplification/Integration category at the FMBE awards!

Here are Sara and James (The Lounge's directors) and Emma (Head of Client Services) looking very happy indeed...

The Lounge Group are looking for a new Account Executive!!

We are looking for a high calibre candidate to work at The Lounge as our Account/ Operations Executive. 

This role is crucial to the future growth and success of The Lounge and, as such, we are looking for an intelligent, confident, enthusiastic and tenacious individual with a passion for brands, excellent communication skills, at least 1 year’s work experience and a good working knowledge of experiential marketing and consumer insight research.

The role consists of:

• Management and recruitment of staff for experiential, sampling and promotional work
• Venue sourcing and permissions
• Organising and recruiting for consumer insight projects alongside planners
• Managing consumers for insight projects alongside planners and account teams
• Assisting Account Manager with client reporting and status reports
• Finance including staff payroll and expenses for campaigns
• Helping run the Lounge’s social media platforms– adding to the blog, twitter and Facebook profiles and helping to build these as staffing tools
• Management and proactive development of the network, our Facebook and recruitment tools

You will be working with a lively, friendly team on all things experiential and field marketing.

You need to:

• At least 1 year’s relevant experience
• have excellent organisational skills
• a can do attitude and drive to make things happen
• be familiar with social networking tools such as Twitter and Facebook
• be resourceful
• have a positive attitude at all times

Based in our Head Office in London Bridge

Immediate Start Required

Please contact Kate Hardy by email (kate.hardy@theloungegroup.com) with your CV and a summary within the email telling us why you are the perfect candidate for this role.

We look forward to hearing from you!

Introducing ....... Emma Rind

Hi

I am the new “Operations Executive”. I have taken over from Emily and would just like to wish her all the best with her travelling, she will be missed at The Lounge. However tough an act she is to follow, I'm definitely up to the challenge!

A little about me:
I enjoy sunsets and long walks on the beach....
Apart from this, my real hobbies include going to the gym, spending time with my friends and trying to develop more interesting hobbies. My favourite colour is purple, i am terrified of wasps and if I could be any fruit I would be a Strawberry. My all time favourite songs are 'Don't stop me now' by Queen and 'Mr Brightside' by The Killers.

I am really excited to be here and look forward to being a useful and productive member of the team (and hopefully bring some interesting info to the blog)!

Emma x