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hello
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BRAND ACTIVATIONS
Himalaya Healthcare February 27, 2013
A SESSION ON BRAND ACTIVATIONS FEB 27, 2013
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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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