ASSIGNMENT 12.1 – [Brand activation][Kim Ha- Van Khai]

WHAT IS BRAND ACTIVATION?

Brand Activation is the art of driving consumer engagement through brand

interaction and experiences. It's about delivering brand promises via

experiences and forming long-term emotional connections.

• Changing the way consumers see our brands

• Changing the way those consumers behave

• Influencing their purchase behavior

WHY WE HAVE TO DO BRAND ACTIVATION?

To deliver our brand promises for:

WHAT IS BRAND ACTIVATION’S OBJECTIVE?

IT’S THE MIXTURE OF:

BUILDING BRAND EQUITY

GETTING BUSINESS OBJECTIVE

RESULTS: SALES + BRAND EQUITY

BUY – To inspire demand for a particular brand, they must tap into the consumers' passions using creative strategies and ideas.

PLAY – It must be relevant with consumer. Using activation strategies, such as in person experience events, this can lead to the consumer starting to believe in the brand and what it stands for, which is a closer step in the path to purchase.

SHARE – Timing plays an important role in connecting consumers at the right time, and the right place so that the consumer becomes a motivated user and fan of the brand.

WHAT IS ITS KEY PRINCIPLE?

Brand activation process:

Every brand activation activity must begin with a platform

1. What is Brand Activation Platform ?

Brand Activation Platform is the space for consumer interaction. It could be moments or activities that both relevant to consumers’ life and create opportunities for brand to show its value, so that brand can step into and form effective engagement with consumers.

BRAND ACTIVATION PLATFORM?

Activation Platform -> Preliminary Channels -> Activation Ideas -> Exploitation

2. Brand Activation Platform must be

• Actionable – Deliver into activation ideas• Brand enriching – Add value to brand• Consumer involving – Relevant with consumer, make connection with brand• Differentiating – Have difference from competitors• Enduring – Consistent by times• Feeling – Touching, appealing

EXAMPLE OF COKE?

ACTIVATION PLATFORM: HAPPINESS NETWORK

CONSISTENT OVER TIME

Coke wanted to create a reason for friends to celebrate friendship.

Results and Effectiveness:The vending machines sold over 800 Cokes in 9 hours, 1075% more Cokes than a regular vending machine. Thousands of comments, blogs and news articles where posted on social networks around the world.

Coke serves as a testament to the nation’s unity through sports.

2011

2012

2014

Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people.

Inspire shared moments of happiness in the real and virtual worlds

EXAMPLE OF SPRITE?

ATIVATION PLATFORM: Obey Your Thirst

Actionable – Deliver into activation ideas

Brand enriching – Add value to brand

Consumer involving – Relevant with consumer, make connection with brand

Differentiating – Have difference from competitors

Enduring – Consistent by times

Feeling – Touching, appealing

EXAMPLE OF FANTA?

ACTIVATION PLATFORM: THE YOUTH FUN CATALYST

Fanta will bring less serious moments into the core target lives

The brand play it platform around:1. Bang on animations2. Youthful celebrity endorsement3. Activities are humorous & perky