Creating a Unique Consumer Experience

In a world where consumers are constantly solicited, experience has become the new currency between brands and audiences. GLOBE GROUPE stands out as a key player in this shift, leveraging creative and innovative street marketing activations that move brands beyond traditional points of sale, directly into the lives, workplaces, and leisure spaces of consumers.

Street Marketing: Creating Impact Beyond Conventional Boundaries

Street marketing is much more than a communication tactic: it is a way to spark emotion, surprise, and proximity. Deployed in the streets or public spaces, it enables brands to deliver the right message, in the right place, at the right time.

From product sampling, guerrilla marketing, roadshows, pop-up stores to flashmobs, the formats are diverse but the goal remains the same: immerse consumers in a memorable brand universe. These campaigns deliver three core benefits:

  • Boost brand visibility and virality,

  • Stimulate sales through product discovery,

  • Strengthen proximity and consumer affinity.

Multiple Techniques, One Objective: Surprise and Seduce

Today, street marketing takes on many forms: ambient, ambush, buzz, stealth, undercover, or viral marketing. Each is tailored to the brand’s DNA and objectives. The guiding principle: surprise in order to attract.

Through this agile approach, GLOBE GROUPE transforms ordinary urban spaces into extraordinary stages of expression, positioning brands as dynamic, approachable, and appealing.

Case Study: Heineken and the 0.0 Zérolution

To launch its alcohol-free beer Heineken 0.0%, the brand chose a bold, playful concept: the 0.0 Month. Throughout January, consumers were encouraged to join the “Zérolution”: indulge without compromise by discovering the refreshing taste of Heineken 0.0.

The Heineken 0.0 squad set up in major French cities – Paris, Lyon, and Marseille – to roll out a high-impact operation:

  • Mini-cans distributed in the streets, offices, and public transport,

  • Pop-up happy h0.0urs at the heart of urban flows,

  • Four strategic touchpoints: train stations (holiday returns), shopping districts (winter sales), business districts (office happy hours), and metro exits (co-distribution with Stylist magazine).

The result: a campaign that disrupted daily routines, captured consumer attention, and associated the brand with a fun, refreshing, and innovative experience.

Experience as the Key Differentiator

In a saturated advertising environment, street marketing emerges as a powerful differentiator. It is no longer just about making a brand visible, but about making it live. GLOBE GROUPE has fully embraced this philosophy: by delivering unique experiences, brands transform into memory-makers rather than mere advertisers.

What is street marketing?

Street marketing is a communication action deployed in the street and/or public places to promote a brand, an event, or a product. Our teams rely on the principles of street marketing to create events that surprise consumers, thereby delivering the right message at the right place and the right time. The goal is to bring the brand closer to consumers by allowing them to experience something unique and rewarding.
These campaigns help increase brand proximity, introduce a product, boost sales, and enhance visibility and virality.

We now distinguish many forms of street marketing: ambient, ambush, buzz, stealth, street, undercover, viral… All of these street marketing techniques are used to make brands appealing, dynamic, and likable in the eyes of consumers.

A GLOBE agency campaign: Heineken launches month 0.0

To showcase its unique and innovative 0.0% alcohol blonde beer recipe, the 0.0 tasting experiences.

The Heineken 0.0 squad set up in the bustling areas of Paris, Lyon, and Marseille for a very fresh happy h0.0ur!
A “commando” group intervened throughout the day—disrupting people’s routines—offering them the chance to taste a mini can of Heineken 0.0 in a highly convenient format at the office, on the street, or during their commutes!

Four touchpoints were activated for this occasion: at train stations to catch the returns from the Christmas holidays, in shopping districts during the Winter sales, near corporate headquarters to offer a happy hour at the office, and in co-distribution with Stylist at the exits of metro stations.