Encouraging girls to play with Lego and social acceleration to influence consideration of Colgate’s teeth whitening products are among the briefs for a series of start-up pilot pitches taking place at this year’s MAD//Fest London.
The Lego Group, Colgate-Palmolive and Boots are among the brands who will be running the £20k marketing challenge briefs at the marketing event, taking place from 2- 4 July at The Old Truman Brewery.
The initiative, which is being run in partnership with Co:Cubed, will see start-ups in MAD//Fest’s ‘House of Innovation’ pitch for diverse briefs provided by top global brands. It is designed to connect real marketing challenges with the most cutting-edge solutions from emerging ‘madtech’ players.
The winner of each pitch will receives a £20k pilot with the brand to scale their solution.
“Connecting real brand challenges with the most relevant start-ups has been an integral part of our DNA since we launched MAD//Fest back in 2018,” said MAD//Fest London co-founder Dan Brain.
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“This year’s range of briefs is particularly exciting, tackling everything from challenging gender stereotypes to driving loyalty and how heritage brands can successfully engage Gen Z. Not only does this initiative see real investment into the start-up community, it’s also fantastic content as the newest innovation and ideas are presented live at the show!,”
Briefs lined up the the 2024 show so far include:
1. How do we inspire more girls to play with more Lego sets?
Challenge owner: Lego brand director for UK/Ireland marketing, Claudia Miceli
Pitch brief: The Lego group has always been at the forefront of inclusivity, however from our research we know that different types of play are still heavily judged as being gender specific. This is why we are committed to championing inclusive play and ensuring that children’s creative ambitions, both now and in the future, are not limited by gender stereotypes.
We are therefore excited to hear from young companies on how we could build even further engagement with girls in the UKI.
2. How can we convince Gen Z audiences who are interested in beauty, that our teeth whitening products are far more superior vs Hi Smile through social acceleration?
Challenge owner: Colgate-Palmolive digital engagement lead, Lauren Payne
Pitch brief: Colgate is dedicated to enhancing every smile with superior whitening solutions. Our challenge at MAD//Fest is calling for innovative social acceleration ideas to show Gen Z how our products outshine the rest, making beauty and confidence accessible to everyone.
3. How can Boots acquire the next generation (18–35-year) of shoppers through showing them that the retailer is ‘with you for life’?
Challenger owner: Boots UK head of omni-media and partnerships, Stephanie Taylor
Pitch brief: Boots have been proudly supporting the British public in all their health and beauty needs for 175 years! As we look towards the next 175 years, we’re searching for a partner to help authentically engage with a new generation of customers and to show them how Boots is with them for life.
More briefs will be announced soon. Click HERE to secure your MAD//Fest ticket.
