ASSIGNMENT 8.1

NGUYỄN BÁ LỘC– LÊ HUỲNH PHONG

What is Brand Activation?

What they said?

• Brand activation is not a theory

• Brand activation is a natural step in evolution of brands

What marketers said?

• Brand activation is a marketing interaction between consumers and the brand, where consumers can understand the brand better and accept it as a part of their lives

• Brand activation is the core marketing process through which we bring a brand to consumer life through a variety of brand experiences.

• Brand Activation is the seamless integration of all available communication means in a creative platform in order to activate consumers. Activation means stimulating: interest, trial, loyalty

What we say?

• Brand activation is a marketing interaction between consumers and the brand, where consumer can understand and accept it as a part of their lives, through a variety of brand experiences.

What is Brand Activation Platform and Brand Activation Idea?

A physical or emotional space in consumer lives that enables the brand

to interact in a distinctive and

meaningful way

Activation Platform

Creative theme derived from Activation

Platform, that is worthy to execute and can

work across channels-specific activities in a

specific period of time, to achieve the brand’s

marketing and business objectives

Activation Idea

Road shows Instore/ Onstore mechandising

POP – Point of purchasing

Promotion Campaign and Sampling

Direct Marketing

Radio Channel

TVC

Print & Outdoor Ads

What is Brand Activation Channels?

What we have?

PR

Event/Sponsorship

Word of mouth

Brand Activation Channels are the transmission methods which directly bring the brand message to consumer.

Example

Brand Activation Platform:Venturous adventure of the Youth

Brand Activation Idea:THỎA KHÍ PHÁCH:

Example

Brand Activation Channels:

TVC Đột kích Bitexco

Outdoor Ads

Example

Brand Activation Channels:

Event Thỏa khí phách

PR

Example

Brand Activation Channels:

Promotion CampaignDew’s style - Uống sao cho

chất