Brand Activation
My Introduction to Brand Activation Events
Brand Activation Events are something I have familiarised myself with… in front of a computer screen. Knowing the description of Brand Activation Events and being immersed in it are two very different things.
After recently joining ENGAGE on an internship I have now had full immersion in to this world of activation brands and building love for brands. My first hands on experience was being a part of the Nexus Industrial Park Activation and it certainly kept me on my toes to say the least. It was such an active and full on experience that next time I am a consumer engaging in a brand activation event I will not take anything for granted. The work that goes into making these Brand Activation Events a success is a kin to a marathon – a lot of stamina and good game plan. An Event Designer who does the job well will make it look easy… But this was all a misunderstanding. Every little detail counts for something large. And seeing such a successful Brand Activation Event play out, makes me Brand Activation Event hungry.
Product immersions also known as Experimental Marketing are rapidly becoming the norm for many brands.
I now understand why these modern wave experiences and product immersions also known as Experimental Marketing are rapidly becoming the norm for many brands. For a brand such as Salta who own the Nexus Industrial Park there business is construction they develop and build both residential and commercial properties. Although gone are the days where you can build it and they will come, people are much more savvy these days and are yearning for something more in everything they do which is why there has been a huge need to create not only buildings but communities.
Who would have thought that a carpark could be turned into something so bright, bold and lively…
So the Nexus Industrial Park activation was shaped around the consumer and their needs and wants, and it was our job to fulfil their desires.. in a carpark, yes you heard that right the activation took place in a carpark. And may I just say that everything our Event Designer touches turns to gold – or multi coloured in this instance. The carpark was unrecognisable once our work was done (one eighth of the job done). Who would have thought that a carpark could be turned into something so bright, bold and lively… the consumer defiantly didn’t. It was decked out with some super WOW custom designed ENGAGE props which included huge building blocks in colours and patterns. Chairs, tables, shapes of all sizes and colours but my description is not giving it the justice it deserves, but believe me it looked AMAZING! And to top it off there where food trucks, table tennis and a DJ to give the brand activation the fun, party vibe we were striving for. Oh and a massive balloon installation, how could I forget that, it was enormous and made for a super fun and engaging entrance.
There where food trucks, table tennis and a DJ to give the brand activation the fun, party vibe we were striving for.
Was the set up was successful? TICK! At this point we dusted our hands off (literally) and it was time for the consumers to roll in. All the anticipation came down to this moment. At this point I was very confident that the consumers would have a fantastic experience, but I must admit in the beginning I really didn’t know what to expect however after seeing the ENGAGE team in action I had nothing but confidence. But let me tell you, this is something I found exciting- its defiantly not for the faint hearted though. A couple of hours to transform a space and there is no turning back, or no being late – the activation starts when it starts!
Experimental marketing is certainly not the traditional way of marketing a product, it allows the consumer to shape and produce the content.
Experimental marketing is certainly not the traditional way of marketing a product, it allows the consumer to shape and produce the content. We had created what in my eyes was a perfect lunch break party, but did the consumer take it this way and understand the underlying meaning of this brand activation? TICK! People of all demographics there together creating what I would call a community! Witnessing an event come to life was fulfilling, and most importantly by the consumer’s body language and feedback they were enjoying themselves and creating their own authentic experiences
Gone are the days of handing out flyers and leaflets nowadays it takes a lot of hard work to speak to the audience’s heart.
This day left me feeling nothing less than inspired. Seeing the plans on paper and putting it in to action was such an experience and I have a greater appreciation for Brand Activation Events. Although the Event Designers and Event Planners fool you into thinking it is all glitz and glamor it is much more than that and allows perfectionist like myself to work in full force.
Thinking outside the box is an understatement to making a Brand Activation Event a success and the team at ENGAGE have shown me this. Gone are the days of handing out flyers and leaflets nowadays it takes a lot of hard work to speak to the audience’s heart. ENGAGE took the brief under their creative and strategic wing and produced something spectacular bringing the brand story to life.
