The White Book 2014 / 2015 Thursday 2nd October

Kru Live is a specialist, independent staffing and implementation agency. Based in London with partners in over 30 countries, we have been working with the world’s leading shopper marketing, experiential, PR, event and advertising agencies for 10 years. We are reliable, hard-working, smart-thinking and fun to work with. Our clients love us because we solve their problems with a can-do attitude. When we meet agencies for the first time – especially those agencies that have had experience with staffing – they are always impressed with our process and our promise.

Our process has been developed through working on the toughest briefs with the best teams. We create strong foundations. Through our recruitment and development of our field staff and working collaboratively with our clients in the planning and briefing process, we have delivered award winning results year after year.

Our promise is to work in partnership with our clients. We are often invited to give advice in the development of a proposal and pitch as part of our clients’ team. Through listening to and understanding objectives and deliverables at the outset we clearly define how we can help our clients find solutions. We develop processes that mean we work seamlessly; using experience, the latest technology and insight we offer dedicated management, timely responses to all communications and out of hours support as standard.

Here is a selection of our recent work, highlighting the challenges that we overcame for each of our clients.

Whitebook1

Brand: Keds, US Shoe Brand.
Agency Client: G7 Entertainment Marketing, Nashville

The activation aimed to highlight the brand’s multi-year licensing deal with singer-songwriter Taylor Swift for her limited edition trainer range, as well as reinforce Keds as a fashion brand and generate social media buzz.

Developed as a pop-up store at each date on the tour the activity visited London, Berlin, Shanghai, Tokyo, Manila, Kuala Lumpor and Singapore, Kru Live were recommended to G7 as an agency that could provide a seamless staffing and implementation solution to cover every location. The solution developed offered the client a single point of contact, which took away all issues of language barriers, time zones and administration. Utilising our worldwide collective network we developed the staffing brief bespoke to each local market and vetted all staff. When live, manned, digital kiosks collected fan information and style preferences for email marketing and provided a ‘spin the wheel’ instant win game to award free shoes, Red tour shoelaces, magnets and discount coupons. Fans were also encouraged to share poster messages as to what makes them brave and fearless, with photos emailed to participants so they could share them across social media. It was apparent, therefore, that teams that not only looked on-brand were selected but that they had the necessary experience working with technology were needed.

Kru live also provided complete, local onsite management in each location, as well as a single reporting system that could be used by all partners worldwide.

Client Testimonial: The teams were all great. There was a lot of room for error given the language barrier and cultural differences; however the activation was a huge success.

Whitebook2

Brand: MasterCard UK
Agency Client: Octagon, UK

MasterCard is a proud Patron of The Open Championship and was delighted to be partnered with the jewel in the crown of golfing tournaments again this year at Hoy Lake. The activity included fan engagement, hospitality and data capture.
In partnership with Octagon for the fourth consecutive year Kru Live were tasked with providing a team of ‘hand-selected brand ambassadors, demonstrating a suitable level of experience for every role’. We provided a team of very high calibre, well briefed personnel positioned in the box office, VIP hospitality areas and hotel meet and greet. The challenge we overcame was sourcing both a core and local team, knowledgeable about golf, with the relevant experience for each role as well as very local accommodation to the event site, within budget. We fulfilled all of the above and exceeded all data capture targets for the 4th year running. Our work continues into 2015 at The Open at St Andrews.

Whitebook3

Brand: PlayStation
Agency Client: Amplify, UK

As Amplify’ s preferred staffing partner, we implement the sourcing, selection, briefing and management of PlayStation’s brand enthusiasts worldwide.
Over the years, we have developed a pool of real-life ‘gamers’. It is of utmost importance that not only are our trained pool of staff enthusiastic, bright, engaging and hard-working with proven experience in activating experiential marketing, but that they also have a thorough understanding and real relationship with the gaming industry. All PlayStation staff members take part in an exciting and immersive training experience relevant to each event which is run by both our agency client and brand. In addition, prior to each live event our teams complete a ‘pre-event knowledge checker’ quiz which ensures they have fully understood all brand messages and event specific requirements.
Our team delivers multiple events throughout the year namely the PS4 launch, in store demonstrations, EUROGAMER and London Comic Con. With this is mind, our teams have to be flexible and able to adapt their tone and approach so that they are suitable for a range of audiences in line with both the event and showcased games. In addition, we have also sourced bilingual brand enthusiasts who have been flown as far South Africa.