Match Marketing Group (MMG), an activation agency that creates seamless online to offline experiences for the connected shopper, has won Gold and Bronze at the 33rd Annual REGGIE Awards for its work on Progressive Motorcycle Insurance and adidas, respectively, the agency announced.
For Progressive, the agency created Flo’s Chop Shop, a year-long experiential marketing program targeting motorcycle riders for 2015. These pop-up parlors were on site at motorcycle rallies across the country as Progressive pampered bikers with everything from free shaves to beard trims, boot shines, music and “grub” in the form of Flo-shaped waffles (Flo is the brand’s iconic spokes character.) Maps, VIP parking and gift packages were also made available, complements of Progressive.
The motorcycle insurance provider wanted to show attendees of motorcycle rallies that it understood rally culture, cared about bikers’ safety and could meet their insurance-coverage needs.
In November, MMG added a cause-marketing component in support of men’s health issues such as prostate cancer. Progressive became an official partner of the Movember Foundation, a non-profit that encourages men to shave clean on November 1, then grow a handlebar, Chaplin or Fu Manchu mustache throughout the month. MMG activated Flo’s Chop Shop at a series of motorcycle events to support the Movember Movement and encourage participation with free mustache cleanup’s.
“As the #1 motorcycle insurer, we worked with the Progressive marketing team to create an authentic experience for riders at iconic rallies and motorcycle events throughout the country” said Howard Rubin, Managing Partner of MMG. “Flo’s Chop Shop proved to get riders ‘rally ready’ & refreshed after long riding days at the events.”
The program’s activation included events and support from local and social-media influencers in motorcycle communities. It was also supported by short films on YouTube titled Mos&Motos.
The Gold win in the ‘Best experiential marketing campaign category’ recognized that Flo’s Chop Shop delivered brand affinity and positive awareness for Progressive and its insurance products by providing authentic experiences that aligned with its motorcycle enthusiast target.
For adidas, MMG landed a Bronze REGGIE for the adidas Boost Experience, a mobile brand environment that drove consumer trial of shoes that contained the revolutionary cushioning technology. The interactive/immersive experience provided games, photo booth and encouraged organic product education and exploration moments throughout the space. Naturally, all captured customer experiences were shareable on social media.
The adidas Boost Experience appeared at 14 sporting events nationwide, such as the Chicago Marathon, New York Marathon and Pac12 Championship football game.
Two years after the introduction of Boost technology, the brand saw increased conversion rates after customer trial.
“Recognition from the REGGIE Awards is real validation for all our teams’ hard work in creating these experiences to drive adidas brand and BOOST technology awareness while ultimately having an immediate impact on sales,” said Chris Jacobs, Account Director MMG.
