Man Bites Dog and Google win EMEA SABRE Award

Posted on May 26, 2017 by Man Bites Dog

Man Bites Dog has won an award in the Special Event category at the 2017 EMEA SABRE Awards for the Supermarket C-Suite Challenge, an immersive retail concept created for Google for Work, now part of the G Suite brand.

Attracting close to 5,000 entries globally each year, the Holmes Report’s SABRE Awards recognise the value of brand-building ideas and creative content by showcasing the best work produced by public relations firms and departments worldwide.

Supermarket C-Suite Challenge

As an antidote to boring product demos and sales meetings, Man Bites Dog created an immersive event concept, influenced by the ‘escape room’ trend.

The team created a failing department store concept, and challenged business and technology leaders from the UK’s top retailers to reverse the store’s poor performance with the help of Google for Work’s suite of productivity tools.

The event engaged with executives from more than 50 of the company’s top retail prospects, delivering a return of over 15 times investment in just two weeks and smashing its three-month pipeline target by 313%.

Ideas-led marketing

Claire Mason, founder and CEO, Man Bites Dog said: “I’m extremely proud of the team’s fantastic work with Google, and I’m delighted with this award win, which recognises the creativity and impact of this campaign.

“Having the opportunity to push the boundaries and transform a compelling suite of products into an immersive event was really exciting. The level of engagement was fantastic, and we were very pleased to learn that Google is rolling out this concept globally.”

The EMEA SABRE Award entries were judged by a panel of industry leaders. Winners were announced at an awards dinner at London’s Roundhouse in May.


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