We're beyond excited to announce that OBE has been nominated for two prestigious categories at The Drum Awards:
- Agency Business: Global Development
On Board Experiential (OBE) has made significant strides in strategic global expansion, providing unparalleled experiential solutions for clients worldwide. In early 2024, OBE acquired a London-based agency, bolstering its European presence and aligning seamlessly with the agency’s values and goals. This strategic acquisition enabled OBE to penetrate new markets and expand its client base.
OBE’s commitment to delivering high-impact global events is not just a promise but a reality. This is evident through their thriving partnerships and meticulous execution. Notable projects include the J.P. Morgan Corporate Challenge across 16 global locations, Nike’s It’s Her Shot program in six U.S. markets annually, the GoalGirls program in Australia, and the NFL Girls Flag League in London. Additionally, OBE executed OpenAI’s Executive Summit Series in San Francisco, New York, and London—showcasing their ability to tailor events to local insights and cultural nuances.
The agency’s efforts have not gone unnoticed. They have resulted in significant market penetration, client base expansion, and enhanced brand impact. OBE has secured new clients, increased revenue, and received overwhelmingly positive feedback from clients and experience attendees alike. Key project achievements include exceeding 300% registration projections for the GoalGirls program and doubling the NFL Girls Flag League participation.
OBE’s strategic approach, combined with practical implementation and creative application, underscores their commitment to client success on a global scale. Their journey of worldwide growth and dedication to excellence positions them as a leader in delivering world-class experiential solutions. - Experiential: Hybrid Event for our collaboration with Sephora on SEPHORiA: House of Beauty
Since its inception as a live event in 2018, SEPHORiA: House of Beauty has grown to become Sephora's premier annual beauty event. In 2023, Sephora and OBE transformed SEPHORiA into a hybrid experience for the first time ever, combining a dynamic in-person event in New York City with an engaging virtual platform accessible to a global audience.
We evolved the “House of Beauty” signature to capture the essence of a New York City apartment, curating our venue into interactive “apartment rooms” showcasing 55+ partner brands and activations. Our live stage hosted “Master Classes” with beauty founders and experts, offering attendees exclusive insights into new products and techniques.
Simultaneously, the SEPHORiA virtual platform extended the event’s reach with a gamified experience. Participants customized avatars, explored a playful digital environment, and collected hidden lipsticks to earn Sephora Beauty Insider perks. With content captioned in six languages, the virtual experience included Beauty Advisor Chats and a variety of interactive games, ensuring global inclusivity and engagement.
The goal was to create an approachable, interactive, and socially-driven hybrid beauty environment that celebrated diversity, fostered positive brand perception, and highlighted Sephora's unique product offerings. The hybrid format successfully connected beauty enthusiasts worldwide, solidifying SEPHORiA as the leading beauty event in the U.S. and beyond.
Key achievements included 90k virtual registrants from 7 countries, over 500,000 video views, and a sold-out in-person event with 4k+ attendees for the in-person. SEPHORiA 2023 not only deepened brand engagement but also cultivated a sense of community among beauty lovers.
This recognition wouldn’t be possible without the incredible teams, partners, and clients we’ve had the privilege to work with. Thank you to The Drum Awards jury for this honor, and congratulations to all of this year’s nominees!
About The Drum Awards
The Drum Awards celebrate the best in marketing, advertising, and digital creativity on a global scale. Recognizing groundbreaking work across multiple categories, these prestigious awards honor the brands, agencies, and individuals who are making an impact with innovative, results-driven campaigns. By spotlighting excellence in everything from experiential marketing to social media and performance, The Drum Awards provide a platform for industry leaders to showcase their talent and inspire future trends in the ever-evolving world of marketing and communications.