East End
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In einem Gastbeitrag erläutert Christiane Wiemann, Strategiechefin der Agentur East End, wie sie gemeinsam mit ihrem Team den Wirtschaftsgipfel der Süddeutschen Zeitung neugestaltet hat, ohne die Grundprinzipien des seit 15 Jahren etablierten Veranstaltungsformats zu verändern.

East End, an experience agency from Hamburg, has implemented the announced presence of the Durex brand at the Parookaville Festival as a ‘Cabinet of Pleasure’ with Reckitt Germany. According to the agency, for the condom brand it was about the first time in its almost 100-year history to be on site at a festival.

Durex celebrated its first festival appearance in July at Parookaville at Weeze Airport with a “Cabinet of Pleasure”. The condom brand presented itself on the festival grounds in a container that translated the brand positioning into a sensual experience. The Hamburg-based experience agency East End created various sensory moments to make the brand tangible.

With a “Cabinet of Pleasure”, the condom brand Durex is presenting itself at a festival for the first time in its almost 100-year history. It commissioned the East End experience agency for this. The Hamburg-based agency developed a brand experience for its new client at Parookaville, which took place at Weeze Airport.

The idea: a locally driven on-site staging that combines advertising at prominent out-of-home locations, a location-specific digital campaign, attention-grabbing placements at the point of sale, sampling activations, and a brand experience world. One highlight of the campaign: a modern experience truck with opportunities for tasting, activities and competitions as well as influencer events in the middle of Cologne.

Brand experiences at festivals: Start planning now for 2023.

The experience agency East End puts clients such as Rossmann, Melitta and Homan in the spotlight at festivals. In an interview, Managing Director Oliver Golz reports on the lead times and budgets brands should plan for successful festival marketing, how success can be measured, and which trends will become important.

MAKE BEAUTY FUN focuses on making, beauty and fun. Under the motto “MAKE BEAUTY FUN”, the experience agency EAST END staged a four-part roadshow through Berlin, Hamburg, Cologne and Munich for essence manufacturer cosnova. The brilliant finale was the festival presence at Lollapalooza from September 24 to 25, 2022.

The aim of the contract is to increase the appeal of the center and the length of stay. To this end, holistic experiences are to be established across all communication channels in order to create new points of attraction for different target groups.The kick-off for the collaboration will be the activation of the Christmas campaign.

“East End won us over with its innovative experience concepts and a very special, collaborative partnership with strategy workshops and co-creation sessions. The Christmas campaign is just the beginning of our collaboration. Further projects for 2023 are already in the pipeline,” says Malte Hansen, Marketing Manager Events & Live Communication at ECE Marketplaces.

ECE Marketplaces commissions the experience agency East End to develop shopping experiences for up to 90 centers. The team of the Hamburg agency is responsible for the consulting, conception and implementation of a central experience concept for marketing activities as well as the operative support during the campaigns.

Under the slogan “Rock & Refresh”, Rossmann went full throttle for the second time as the main sponsor of this year’s Deichbrand Festival near Cuxhaven. The agency for brand experiences East End, Hamburg, was responsible for the festival presence of the drugstore chain.

Under the slogan “Rock & Refresh”, Rossmann acted as the main sponsor of the Deichbrand and offered festival guests a wide-ranging portfolio of promotions. To this end, East End staged several experience areas for the drugstore: An exclusive shower and styling area was set up on the 800-square-meter “Rock and Refresh Area” – with various Rossmann products as well as a photo box, other photo opportunities and shopping cart furniture.

Guest article by Christiane Wiemann from the Hamburg-based experience agency East End in the current BlachReport 11.22
Those who want to lead agencies successfully into the future need a
“learning organization”

Dental care market leader Oral-B used the Mobile World Congress (MWC) to showcase innovation. Oral-B collaborates with East End, Hamburg, for this

For the Mobile World Congress 2022 (MWC) in Barcelona, the dental care market leader Oral-B has created a holistic hybrid trade show presence with multimedia experiences.

Procter & Gamble/Oral-B was supported by the Hamburg agency East End.

Why is the Corona pandemic a good time to open pop-up spaces, and what is important about temporary retail spaces?

Christiane Wiemann from East End explains how to use pop-up stores to emotionalize your marketing and better understand target groups.

Christiane Wiemann from the event agency EAST END explains how to attract customers through pop-up stores

EAST END secures the framework agreement with Lenovo in a multi-stage pitch.

EAST END secures the event budget of the technology group Lenovo with a multi-year framework agreement. In the future, it is to realize all live, hybrid and digital events.

EAST END has now prevailed in a multi-stage pitch at computer manufacturer Lenovo and is to implement all of the client’s live, digital and hybrid events

Christiane Wiemann explains why startups in particular can benefit from the “pop-up store” brand experience format.

Christiane Wiemann clears up prejudices about stationary special sales areas at HORIZONT Online and explains six things that many people didn’t know about pop-up stores.

EAST END deals in a new whitepaper with basic questions about pop-ups and shows the versatility of temporary presences.

EAST END publishes Whitepaper about Pop-up 3.0 – Space for Brand Experience, Sales and Stories

EAST END and Melitta go together on summer vacation as CoffeePartner of the Tourism Agency Lübecker Bucht

Agency for brand experiences stages the coffee brand Melitta® as official coffee partner of the tourism agency Lübecker Bucht.

What is actually a … Concept designer for brand experiences doing?

“Rock And Refresh” – ROSSMANN goes on Festival Tour with EAST END

ESTABLISHED 1999 cooperation with food photographer, author and yoga teacher Lea Lou for end-of-the-year review 2018

Guest Column – Absatzwirtschaft: “Do brands need a WhatsApp strategy and how is it implemented?”

WhatsApp as part of live communication – a W&V Interview with Christiane Wiemann

Christiane Wiemann – EAST END Director Stategy & Innovation – in the People & Backstage Section of the Blach Report

EAST END implements a pop-up store for Mumm – Germany’s leading maker of sparkling wine

Together with Christiane Wiemann EAST END develops consultation service

EAST END develops lead team and welcomes Christiane Wiemann as the new Director of Strategy & Innovation

New Store2be System supports EAST END to develop new brand experiences that continue to work beyond the moment

EAST END partner Store2be obtains a million funding for their live-marketing-platform from several investors

#MAKEMEMORIES-cooperation with food-photographer, yogini, fitness-fanatic Lea Lou for end-of-the-year review 2017

EAST END designs and realizes campaigns for the “Weltverbesserer” initiative

Pop-Up Stores: from a singular event to long-lasting brand experiences

The event agency EAST END with headquarters in Hamburg has broadend its global reach with a branch office in Dubai.

Using events to generate touch points

Oliver Golz weighs in on which option is ideal for online Pure-Players in order to also show a stationary presence.

Pulsating – EAST END stages Audi-Lounge for opera gala

EAST END realises  Pop-Up Bar for Proviande.

Founder & Managing Director Oliver Golz on the growing focus to create emotional brands and the necessity to extend brand experiences beyond the moment.

Founder & Managing Director Oliver Golz talks in interview about future events. The article for downloading.

BRIGITTE is launching a new fashion show line in 2015. The Gruner + Jahr magazine “Brigitte”…

“brand eins Thema” gives a comprehensive sector overview. EAST END as one of the top 3 agencies…