Brand Activation
How We Put The 'Brand' In Brand Activations
Not to toot our own (biased) horn, but as a brand events agency, here at ENGAGE we are known for our love of going above and beyond for our Brand Activations. We don’t believe in the ‘less is more’ rule, despite Coco Chanel advising us to “…look in the mirror and take one thing off.” We look at our floor plans and put one more thing on. MORE is most definitely MORE! More WOW leads to more ‘Ooohs and ahhs’ and more consumers talking about your brand.
Along with our passion for more, another thing we understand, is our clients and their brand. And underneath all the glitz and glamour, the most important objective for a brand events agency is to create a successful brand activation that understands the brand.
In our eyes, a brand activation brings the brand to life! That is, ENGAGE the consumers with the brand and allow them to see that your brand has a personality and its own type of pizazz.
But what if your brand isn’t about feathers and sequins and lavish product launches?
Along with our passion for more, another thing we understand, is our clients and their brand.
What happens when your brand is more like Bazza down the road, a simple man who really understands you? He doesn’t woo you over by bringing you freshly baked, salted-caramel cupcakes garnished with sweet popcorn and toasted marshmallows. No, he shows his affection by offering you a spare ticket to the footy, or brings over his Gerni and a cold beer to help you get the job done.
When Simply Energy, one of Australia’s fastest growing energy companies came to ENGAGE, a brand experience agency, we understood. Simply Energy are a simple, smart and affordable, no-fuss company. They are part of your footy club; they’re the type of company that offers you mate rates, or movie tickets, because they understand that life is all about the experience.
And just like old mate Bazza down the road, they are real, and they are relatable.
To create such a successful brand activation for Simply Energy, we had to hang up our feather bowers and put on our Blundstones. We had to be more like Barry.
We created an activation that absolutely represented the brand and which ticked all the boxes. We were minimalistic, smart and effective. We stripped back, and simplified, to allow ENGAGE’s friendly, social promotional staff to do the talking, and the gorgeous sunny Melbourne day at the MCG to do the walking.
We stripped back, and simplified, to allow ENGAGE’s friendly, social promotional staff to do the talking, and the gorgeous sunny Melbourne day at the MCG to do the walking.
As an experiential agency, the focus was to interact with the attendees, lift their spirits, give them hope and ultimately, create lasting hype and interest for Simply Energy and their upcoming campaign. To achieve this, ENGAGE designed promotional material that was informative yet interactive. This promotional material created curiosity and suspense for the attendees. It gave them something to talk about and want to take back home with them. We didn’t lure them with razzle and dazzle and neon signs (not that there’s anything wrong with neon, if that’s what you’re after!) We gave them an opportunity to explore for themselves and unveil an exciting mystery! We created awareness, but most importantly we gave them an experience.
Consumers today don’t want promotional flyers. These flyers, “little starling” (as Hannibal Lecter would put it) will do just that, “fly fly fly”, straight into landfill, with rarely a glance from the consumers your targeting. As a brand events agency, and experts in experiential marketing, our mission is to get your information across to the consumers. The tricky part, is to achieve this without bombarding consumers with flyers, and allowing your brand to come across as forceful, and if we can be frank….a little bit scary (let’s be more like Barry, not Hannibal Lecter.) It is a delicate balance, and for the Simply Energy activation, ENGAGE created this with a fine concoction of interaction, excitement and experience.
Interaction, excitement and experience are always the key elements we focus on as a brand activations agency.
This fine concoction, which we just divulged, is our (not so secret) secret recipe for a successful brand activation. Interaction, excitement and experience are always the key elements we focus on as a brand activations agency. These key elements, in conjunction with an exceptional team of organised event creatives and a little sprinkle of pixie dust is what makes ENGAGE, a brand experience agency so…well, so ENGAGING.
For a brand trying to promote a campaign, it’s essential to let the experts in brand events in charge. For the Simply Energy activation, we maximised exposure with the high foot traffic of like-minded consumers at the MCG. We let the excitement and atmosphere of the game be the bells and whistles of the event. We brought the light-hearted spirit of Simply Energy to the event with their mascots Edwin, Elli and Earl. We were there, representing the brand, with a smile on our face and a helping hand, just as Barry would (or in this case, Edwin, Elli and Earl would!)
At ENGAGE we are the chameleons in the event world. We can change our stipes but our spots always remain the same. Regardless of the type of brand we are activating, we can morph into the mind of the brand to ensure the brand activation remains on point. Our standard of execution, quality and excitement always remains the same. These are our points of difference and why it is important to get the event chameleons, a brand events agency like ENGAGE to run your next activation.