SEPTEMBER 2014 TREND EXHIBIT

IS OUR ABILITY TO ACTION PEOPLE AND BRANDS INTO CONTACT THROUGH A MEANINGFUL LIVE AND VIRTUAL EXPERIENCE. CONNECTION IS A HUMAN NEED. IT’S AT THE HEART OF OUR EXISTENCE. THIS EMOTION IS ACTIVATED THROUGH A SENSE OF

CONNECTIVATION CONNECTEDNESS THAT AFFECTS HOW WE COMMUNICATE WITH EACH OTHER. IT MOVES THROUGH TIME, SPACE AND BOUNDARIES – CONNECTING ACTIVATION WITH DIGITAL. THE RESULT MUTALLY BENEFICIAL RELATIONSHIPS.

SEPTEMBER 2014"TREND EXHIBIT

LOCAL CONNECTIVATION™ 01

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GLOBAL CONNECTIVATION™ TREND HIGHLIGHT

LOCAL CONNECTIVATION™

CASTLE LITE : EXTRA COLD MIND READER WHAT MAKES THIS A GREAT EXAMPLE OF CONNECTIVATION™? This activation really puts the brand’s intrinsics at the centre of the experience; extra cold beer, masculinity and innovation. Castle Lite has continuously stayed ahead of the innovation curve over the last five years and this truly connected activation™ brings digital and real experience together seamlessly. Beer is all about the drinking experience and Castle Lite is really good at innovating the occasion and this activation is no different

WATCH IT HERE : CASTLE LITE EXTRA COLD MIND READER

GLOBAL CONNECTIVATION™

VIRGIN ATLANTIC : PARK BENCH WHAT MAKES IT A GREAT EXAMPLE OF CONNECTIVATION™? Great activations are all about setting a stage for the best possible consumer experience. As a brand you need to engage the consumer on every level and draw them into a story. This activation wanted to sell the Virgin Atlantic experience and they certainly did that by making their digital in-flight entertainment system the hero and bringing their flight experience to life, quite literally. Not only did it draw in the consumer at the centre of the activation but also the surrounding crowds. It created shareable content and most importantly, it was a genuine brand experience that spoke to Virgin’s personality.

WATCH IT HERE : VIRGIN ATLANTIC PARK BENCH

TREND HIGHLIGHT In examining these campaigns, we see there is a trend toward consumer-controlled experiences The way in which the experience is executed is entirely up to one or a few individual “audience members” who control the environment through their interactions with technology or brand ambassadors

IN SUMMARY…

As marketers, we need to always consider the business objectives outlaid at the start of campaigns, we need to remember that a great experience means little if it hasn’t ticked the important boxes for the brand. It is crucial to have fluid strategies that link back to quantitative measures that can be adaptive as campaigns evolve. Great CONNECTIVATION™ comes down to seamless experience design that jumps off truly understanding an audience. It’s not about redesigning the wheel each time, it’s about understanding when to repurpose too.

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MAKE THE CONNECTION

SEPTEMBER 2014 TREND EXHIBIT

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