So what is brand activation?
Brand activation: An increasingly curious term actively touted by two familiar parties; clients – who more often than not use it to define the activity they’re spending their Ad-pounds on; and also by some agencies, who use it as a positioning statement when asked ‘so what does your agency do?’
But what does the term actually mean in a world that is experiencing media convergence at a rate of knots and with many brands struggling to execute truly integrated campaigns, based upon a singular, insightful, organising thought?
We’ve found ourselves in a world cluttered with meaningless content. Tactical experiential activity that lacks any strategic consideration and endless social media campaigns that are still finding their way, picking up the occasional ‘like’ or ‘re-tweet’.
Where is the commercial return and what is this contributing towards the equity of the brands they represent?
As advocates of multi-channel marketing, we must get back to the basic values of understanding data (which is critical in the ideation process), insight, timeliness, relevance and creativity to ensure any activation activity is effective and memorable.
It can be done.
It’s also essential to understand the importance of a seamless, joined-up approach to activation; rather than a series of disconnected, tactical executions. Either one agency needs to manage all elements of activation or agencies need to work collaboratively and stop protecting their ownership of the client for the benefit of the wider brand activity. The answer ultimately lies in the ambition of the brand combined with the insight, expertise and planning unearthed by agencies from a strategic, data and creative point of view. Only these components coupled with collaboration will deliver engaging activity that captures consumers’ hearts and minds.
Brand Activation rallies around activity that brings brands to life and encourages positive participation – physically or digitally. Regardless of how we deploy this activity, let’s get the basics right. This will in turn deliver tangible and mutually beneficial value to clients, brands and customers alike.
Russell Perry is a managing partner at MWorks, McCann London
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Business Learning Terms
he creative platform or The Big Idea is the basis of a BA programme. This idea is coupled to an activity or activities that confirm the message. Media is used to create awareness of these activities. Interaction with the target group is stimulated via media like e-mail and internet. The sole aim here is: to stimulate: interest, trial, loyalty. Each programme shall be primarily based on one of these target groups.
Brand activation: deliver the proof
The claims washes whiter than white, always at hand, etc. are all really well-known, but it is still advertising. People think advertising is implausible, so these claims remain implausible. Until proven. A Brand activation programme supplies proof of the claim. Brand activation proves the claims that are made. Consider Red Bull and Extreme Sports, Amstel and the BallenBar, Unox and the New Year Swim. Getting attention for a brand message is becoming increasingly difficult. The new way is to prove the message. This does not only make the message credible, it also makes it distinctive.
Brand activation = Interaction
New media has caused a revolution in communication: the simplicity of interaction. Almost everyone has access to internet. Stimulate people to interact. A Brand Activation platform often has a site at the basis. The consumer accesses the site of his/her own accord and therefore wants contact. A wonderful opportunity to offer an experience that influences the buying process.
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