In an increasingly competitive Australian media market, brands must work harder than ever to create a buzz and get noticed by discerning consumers. While there are many ways to create a reaction for your brand, activations are one of the most positive and impactful ways to reach consumers in a way that will make a real difference to your business and amplify your voice.
Research shows that 82% of people who attend four or more festivals annually are actively excited to experience sponsorship activations that take place at the event.
Below, we detail the top three ideas for kick-starting your imagination on staging a brand activation for ultimate cut-through that attendees and media will love:
Things don’t always have to be over-the-top experiences; companies often create consumer cut through simply by branding everyday items. From food printing, to company branded craft beers and pop-up restaurants, you can take something as everyday as food and put your brand’s own spin on it. Tapping into a market outside of your industry is also a great way to introduce your brand to a new audience.
For example, P4 Group recently collaborated with a property client to create local, sustainable and branded honey, which was then activated through educational workshops at local schools. This allowed the company to not only engage with the local communities near new construction sights, but also promote the company and it’s local interests within a target audience that wouldn’t ordinarily be captured.
Consumers love being transported, so taking them away from every day-life is a great way to get people excited about your brand. If you’re a hotelier, you could stage a five-star hotel experience in the middle of a central business district or streaming services can create mini-worlds where fans can experience their most iconic shows – think eating Eggo’s in a faux-Hawkins High or fight the white walkers off in Winterfell using Virtual Reality.
There is no hotter buzzword than ‘experiential’, and for good reason. Creating an immersive experience helps consumers experience brands and what they value, instead of just seeing them. This can be anything from staging a secret party in a laundromat a-la-The Iconic at Splendour in the Grass, to G.H. Mumm’s iconic Parisian inspired pop-up hotel at Melbourne Cup, complete with a dedicated concierge.
On Mother’s Day in 2019, The Shard, the London Eye and Westminster got a run for their money on the most eye-catching London skyline props, as giant inflatable boobs popped up across the city as part of a public campaign to fight stigma around breastfeeding.
The campaign, while causing quite the media stir, was shared widely on socials and became a prominent talking point in London, UK. Behind the installation was fem-tech brand, Elvie, who conducted a survey that showed the UK has the lowest rates of breastfeeding in Europe.
Garnier were the official skincare brand at the Australian Open in 2019, and they took advantage of their partnership in a super creative way.
Playing with the concept of nature, the brand created an immersive playground for children and adults alike. From slippery slides through sunflower fields, to mini trampolines and ball pits, guests got to enjoy the playground while learning about Garnier’s products and USPs. Best of all, all guests were given a goodie bag during their visit.
Why was it so successful? It was #instagrammable – meaning the social reach of this activation was out of this world.
Sometimes, the best thing to do is poke a little bit of fun at yourself, and that’s what Google did with their latest brand activation campaign.
To promote their new home assistant, the Home Mini, the brand partnered with donut shops around America, having fun with the fact that their Home Mini product looks like a donut. Their campaign messaging is even ‘Size of a donut. Power of a superhero.’
When guests visited the Donut Shops, they got to interact with Google’s product through asking it questions. Following the question, guests would then receive a box, which either contained free donuts, or a free Home Mini!
Encouraging consumer engagement and experiential activity was the key to the success of this activation, which kept media and consumer tongues wagging for weeks.