A session on Brand Activations

transcript

@TejDesai

BRAND ACTIVATIONS

Himalaya Healthcare February 27, 2013

A SESSION ON BRAND ACTIVATIONS FEB 27, 2013

@TejDesai

WTF is an Activation??

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According to Wikipedia…

Brand Ac0va0on is the execu0on of a marke0ng mix.

Depending on the marke0ng objec0ves, ac0va0ons can be of two dis0nct types:

a.  Where the focus is on building a longer term emo=onal connect between the brand and the consumer

b.  Where the focus is on genera=ng immediate, achieving short-‐term goals such as sales inquiries or sales transac0ons

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WHO ARE WE TALKING TO?

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UNFORTUNATELY THEY DON’T GIVE A DAMN ABOUT YOUR BRAND!

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MOREOVER WE EVEN ASSUME THIS CONSUMER IS OURS

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THE FANTASY…

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YOUR BRAND

YOUR CONSUMER

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THE REALITY…

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NOT YOUR BRAND YOUR CONSUMER

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YOUR CONSUMERS ARE JUST

SOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU

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Unlimited Choice Limited Time

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The only op0on consumers are leS with is to ignore brand communica0on

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UNLESS IT IS REMARKABLE!

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AND IMPORTANTLY, RELEVANT AND ENTERTAINING.

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MEANINGFUL (INTER)ACTION IS KEY TO EXPERIENCE.

ESSENCE OF BRAND ACTIVATIONS.

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Name one habit you struggled to change?

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When seWng out to change consumer habit…

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How do you get people to follow Speed limits?

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Fines?

Impound the Car?

Imprisonment?

How do you get people to follow Speed limits?

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hYp://www.youtube.com/watch?v=iynzHWwJXaA

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Capitalize on

fun to

drive change …

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How do you get people to NOT liYer the park and instead

USE THE BINS?

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hYp://www.youtube.com/watch?v=cbEKAwCoCKw

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How do you get people to

USE THE STAIRCASE instead of Escalators?

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hYp://www.youtube.com/watch?v=2lXh2n0aPyw

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6 key mistakes to avoid while changing behavior

•  AYemp0ng Big leaps instead of Baby steps •  Avoid ignoring how environment shapes behaviors >>

If we change the context, we can change lives. •  Trying to stop old behaviors instead of crea0ng new ones >>

Focus on Ac0on, not avoidance •  Blaming failures on lack of mo0va0on >> Make behavior easy to do •  Underes0ma0ng the power of Triggers >> No behavior happens without

a Trigger •  Believing that informa0on leads to ac0on >> None of us human beings are

that ra0onal Source: Stanford University Study

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Inject to change behavior

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Waternet, Amsterdam hYp://www.youtube.com/watch?v=wvOh6fvIQPc

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Contrex Mineral Water hYp://www.youtube.com/watch?v=yEH4Yum4nN4

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McDonald’s Playland hYp://www.youtube.com/watch?v=FtTcTq1lOsA

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Bringing alive brand ideology

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Open Happiness

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Where will happiness strike next? – The Extension hYp://www.youtube.com/watch?v=x_9fQEqZCWs

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Open Happiness

hYp://www.youtube.com/watch?v=gZytIFTsQHA Are you crazy enough?

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Pantene Beau0ful Lengths

hYp://www.youtube.com/watch?v=b1rW2tZN2Lc

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Amongst the first few FlashMobs…

hYp://www.youtube.com/watch?v=VQ3d3KigPQM London, Liverpool Station, Jan 15, 09, 11am

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In less than a month, T-‐Mobile channel on YouTube had more than 3000 subscribers,

more than 400 comments, over 800k views and over £1.2m of free media

coverage! Till date it has garnered over 37mln views!!

Life is better when you share it!

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•  Generate a real feeling of an0cipa0on and create a truly unique, memorable moment that everyone would want to share in.

•  Give thousands of people the opportunity to experience first hand what ‘life's for sharing' is all about.

Sequel to the Flash Mob Dance

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Teaser / Announcer

Teaser Ad

hYp://www.youtube.com/watch?v=ki5absp4Zn4

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Activation – Sequel 2

Sing-along Ad, Trafalgar Square, April 30, 2009 hYp://www.youtube.com/watch?v=orukqxeWmM0

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Result

•  More than 13500 people gathered in Trafalgar Square – thinking they could be dancing -‐ no-‐one had any idea how the event would unfold.

•  They par0cipated in a giant (one-‐hour karaoke) and gave them the opportunity to experience first hand what ‘life's for sharing' is all about.

•  In less than 2 weeks they already have over 480k views on youtube

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Result

•  More than 13500 people gathered in Trafalgar Square – thinking they could be dancing -‐ no-‐one had any idea how the event would unfold.

•  They par0cipated in a giant (one-‐hour karaoke) and gave them the opportunity to experience first hand what ‘life's for sharing' is all about.

•  In less than 2 weeks they already have over 480k views on youtube

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Amplify an a:ribute

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Share Happy: A fun Ice-‐cream Vending Machine hYp://www.youtube.com/watch?v=V5bs_pIFuto

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De Beers, New York: Diamonds are Forever hYp://www.youtube.com/watch?v=9uPyQ4wcHdE

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Palmolive Shower Gel, Moscow hYp://www.youtube.com/watch?v=mR_mXi-‐H3y8

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Hellmann’s Mayonnaise: Recipe Receipt hYp://www.youtube.com/watch?v=h3aCVrcnFOQ

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Emart, Korea: Shadow QR code hYp://www.youtube.com/watch?v=EvIJfUySmY0

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Make your consumer the hero

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Avon, Slovakia: Miraculous Mirror hYp://www.youtube.com/watch?v=i8Dyx6z-‐g04

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Corona Light Beer hYp://www.youtube.com/watch?v=utPtqdPjqwY

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And if you decide to make your Brand the hero

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Nike Free Run+, Japan : Music Shoe hYp://www.youtube.com/watch?v=uS1exujG3cY

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Fantas0c Delites, Australia: Delite-‐o-‐ma0c – How far will you go? hYp://www.youtube.com/watch?v=R8RIqJLUYSE

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Fantas0c Delites, Australia: Delite-‐o-‐ma0c – Human Lab Mice hYp://www.youtube.com/watch?v=LvXnYNexc7w

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3M Scotch-‐brite, Sao Paulo: Wash your bill hYp://www.youtube.com/watch?v=F7esRCgjO30

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Surprise your consumer

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Span-‐air, Barcelona > Las Palmas: Christmas – Unexpected Luggage

hYp://www.youtube.com/watch?v=fW5Xo4QrSBw

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Empower your consumer

YOUR CONSUMER

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Andes Teletransporter, Argen0na hYp://www.youtube.com/watch?v=G58J2rPSKms

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Heineken, Warsaw: An Icebreaker

hYp://www.youtube.com/watch?v=0RrXcm89FAo

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Interface determines behavior

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Westpac, New Zealand: Impulse Saver hYp://www.youtube.com/watch?v=M9v9HpR4qTU

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SOME THOUGHT STARTERS FOR

99% SOV @ 1% SOE

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Frontline Flea & Tick Spray from Jakpetz, Pet Emporium -‐ Jakarta

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Johnny Andrean – Hair Tonic

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Jeep – Parking space, Copenhagen

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Bicycle Shop in Altlandsberg Berlin

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Mini Cooper, Zurich

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Mini Cooper

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Ballet Classes Ad

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Volkswagen – Airport pickup

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Nivea Sun – Sampling and ambient

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Nike and UNICEF, Argen0na 2007 “Training for the 10k doesn’t only help you. For each km run, you will

be helping UNICEF. Sign up at nikecorre.com”

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FitnessFirst – BusStop Ad

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Eradica0ng Hunger in South Africa! Campaign by Feed SA, an NGO

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The Sopranos series on HBO, NY

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Think ideas that …

•  Go beyond commercial messages

•  Solve something… add value

•  Connect at an emo0onal level

•  Enable people

•  Allow people to par0cipate

•  Thereby, create brand fans

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“Human behavior flows from three main sources:

desire, emo@on and knowledge!” -‐ Plato

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A session on Brand Activations

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