A session on Brand Activations
description
Transcript of A session on Brand Activations
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@TejDesai
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@TejDesai
hello
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@TejDesai
BRAND ACTIVATIONS
Himalaya Healthcare February 27, 2013
A SESSION ON BRAND ACTIVATIONS FEB 27, 2013
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@TejDesai
WTF is an Activation??
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@TejDesai
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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@TejDesai
WHO ARE WE TALKING TO?
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@TejDesai
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@TejDesai
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@TejDesai
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@TejDesai
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@TejDesai
UNFORTUNATELY THEY DON’T GIVE A DAMN ABOUT YOUR BRAND!
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@TejDesai
MOREOVER WE EVEN ASSUME THIS CONSUMER IS OURS
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@TejDesai
THE FANTASY…
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@TejDesai
YOUR BRAND
YOUR CONSUMER
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@TejDesai
THE REALITY…
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@TejDesai
NOT YOUR BRAND YOUR CONSUMER
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@TejDesai
YOUR CONSUMERS ARE JUST
SOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
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@TejDesai
Unlimited Choice Limited Time
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@TejDesai
The only op0on consumers are leS with is to ignore brand communica0on
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@TejDesai
UNLESS IT IS REMARKABLE!
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@TejDesai
AND IMPORTANTLY, RELEVANT AND ENTERTAINING.
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@TejDesai
MEANINGFUL (INTER)ACTION IS KEY TO EXPERIENCE.
ESSENCE OF BRAND ACTIVATIONS.
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@TejDesai
Name one habit you struggled to change?
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@TejDesai
When seWng out to change consumer habit…
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@TejDesai
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@TejDesai
How do you get people to follow Speed limits?
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@TejDesai
Fines?
Impound the Car?
Imprisonment?
How do you get people to follow Speed limits?
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@TejDesai
hYp://www.youtube.com/watch?v=iynzHWwJXaA
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@TejDesai
Capitalize on
fun to
drive change …
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@TejDesai
How do you get people to NOT liYer the park and instead
USE THE BINS?
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@TejDesai
hYp://www.youtube.com/watch?v=cbEKAwCoCKw
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@TejDesai
How do you get people to
USE THE STAIRCASE instead of Escalators?
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@TejDesai
hYp://www.youtube.com/watch?v=2lXh2n0aPyw
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@TejDesai
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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@TejDesai
Inject to change behavior
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@TejDesai
Waternet, Amsterdam hYp://www.youtube.com/watch?v=wvOh6fvIQPc
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@TejDesai
Contrex Mineral Water hYp://www.youtube.com/watch?v=yEH4Yum4nN4
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@TejDesai
McDonald’s Playland hYp://www.youtube.com/watch?v=FtTcTq1lOsA
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@TejDesai
Bringing alive brand ideology
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@TejDesai
Open Happiness
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@TejDesai
Where will happiness strike next? – The Extension hYp://www.youtube.com/watch?v=x_9fQEqZCWs
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@TejDesai
Open Happiness
hYp://www.youtube.com/watch?v=gZytIFTsQHA Are you crazy enough?
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@TejDesai
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@TejDesai
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@TejDesai
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@TejDesai
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@TejDesai
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@TejDesai
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@TejDesai
Pantene Beau0ful Lengths
hYp://www.youtube.com/watch?v=b1rW2tZN2Lc
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@TejDesai
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@TejDesai
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@TejDesai
Amongst the first few FlashMobs…
hYp://www.youtube.com/watch?v=VQ3d3KigPQM London, Liverpool Station, Jan 15, 09, 11am
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@TejDesai
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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@TejDesai
• 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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@TejDesai
Teaser / Announcer
Teaser Ad
hYp://www.youtube.com/watch?v=ki5absp4Zn4
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@TejDesai
Activation – Sequel 2
Sing-along Ad, Trafalgar Square, April 30, 2009 hYp://www.youtube.com/watch?v=orukqxeWmM0
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@TejDesai
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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@TejDesai
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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@TejDesai
Amplify an a:ribute
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@TejDesai
Share Happy: A fun Ice-‐cream Vending Machine hYp://www.youtube.com/watch?v=V5bs_pIFuto
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@TejDesai
De Beers, New York: Diamonds are Forever hYp://www.youtube.com/watch?v=9uPyQ4wcHdE
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@TejDesai
Palmolive Shower Gel, Moscow hYp://www.youtube.com/watch?v=mR_mXi-‐H3y8
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@TejDesai
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@TejDesai
Hellmann’s Mayonnaise: Recipe Receipt hYp://www.youtube.com/watch?v=h3aCVrcnFOQ
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@TejDesai
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@TejDesai
Emart, Korea: Shadow QR code hYp://www.youtube.com/watch?v=EvIJfUySmY0
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@TejDesai
Make your consumer the hero
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@TejDesai
Avon, Slovakia: Miraculous Mirror hYp://www.youtube.com/watch?v=i8Dyx6z-‐g04
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@TejDesai
Corona Light Beer hYp://www.youtube.com/watch?v=utPtqdPjqwY
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@TejDesai
And if you decide to make your Brand the hero
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@TejDesai
Nike Free Run+, Japan : Music Shoe hYp://www.youtube.com/watch?v=uS1exujG3cY
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@TejDesai
Fantas0c Delites, Australia: Delite-‐o-‐ma0c – How far will you go? hYp://www.youtube.com/watch?v=R8RIqJLUYSE
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@TejDesai
Fantas0c Delites, Australia: Delite-‐o-‐ma0c – Human Lab Mice hYp://www.youtube.com/watch?v=LvXnYNexc7w
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@TejDesai
3M Scotch-‐brite, Sao Paulo: Wash your bill hYp://www.youtube.com/watch?v=F7esRCgjO30
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@TejDesai
Surprise your consumer
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@TejDesai
Span-‐air, Barcelona > Las Palmas: Christmas – Unexpected Luggage
hYp://www.youtube.com/watch?v=fW5Xo4QrSBw
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@TejDesai
Empower your consumer
YOUR CONSUMER
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@TejDesai
Andes Teletransporter, Argen0na hYp://www.youtube.com/watch?v=G58J2rPSKms
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@TejDesai
Heineken, Warsaw: An Icebreaker
hYp://www.youtube.com/watch?v=0RrXcm89FAo
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@TejDesai
Interface determines behavior
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@TejDesai
Westpac, New Zealand: Impulse Saver hYp://www.youtube.com/watch?v=M9v9HpR4qTU
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@TejDesai
SOME THOUGHT STARTERS FOR
99% SOV @ 1% SOE
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@TejDesai
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@TejDesai
Frontline Flea & Tick Spray from Jakpetz, Pet Emporium -‐ Jakarta
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@TejDesai
Johnny Andrean – Hair Tonic
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@TejDesai
Jeep – Parking space, Copenhagen
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@TejDesai
Bicycle Shop in Altlandsberg Berlin
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@TejDesai
Mini Cooper, Zurich
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@TejDesai
Mini Cooper
![Page 90: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/90.jpg)
@TejDesai
Ballet Classes Ad
![Page 91: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/91.jpg)
@TejDesai
Volkswagen – Airport pickup
![Page 92: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/92.jpg)
@TejDesai
Nivea Sun – Sampling and ambient
![Page 93: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/93.jpg)
@TejDesai
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”
![Page 94: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/94.jpg)
@TejDesai
FitnessFirst – BusStop Ad
![Page 95: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/95.jpg)
@TejDesai
Eradica0ng Hunger in South Africa! Campaign by Feed SA, an NGO
![Page 96: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/96.jpg)
@TejDesai
The Sopranos series on HBO, NY
![Page 97: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/97.jpg)
@TejDesai
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
![Page 98: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/98.jpg)
@TejDesai
“Human behavior flows from three main sources:
desire, emo@on and knowledge!” -‐ Plato
![Page 99: A session on Brand Activations](https://reader033.fdocuments.net/reader033/viewer/2022051208/5456a92aaf79590b088b4e41/html5/thumbnails/99.jpg)
@TejDesai