BLOGS & THOUGHTS

What is Brand Activation?

Brand activation is any type of interaction, experience, or campaign whereby your brand creates awareness and builds lasting relationships with the intended audience.

In creating this brand activation, the brand must be able to build an emotional relationship with consumers. The stronger the emotional connection, the higher the quality of the interaction, for example, consumers will buy products more often.

Brand activation can be done through various activities, both online and offline, the conditions for success are the same, namely: successfully creating brand awareness, increasing consumer interest in trying products, and building relationships with customers.

Why is Brand Activation Important?

In the times of digital marketing, it’s extremely hard to stand out among thousands of brands that do their best to achieve their goals. To make a brand different, marketers look for interactive and at the same time effective methods of attracting their target audience. Different forms of experiential marketing such as brand activation, guerilla marketing, ambient, and ambush marketing come to the rescue.

If you are just starting your business, you know your audience well yet they don’t know you. Brand activation is a great opportunity to present your brand and create emotional connections with your future buyers. Experiential marketing allows you to create something intriguing related to your company that will generate interest even in people who don’t know your brand yet.

Brand Activation Benefits

Brand activation techniques enable you to build loyal relationships with consumers, and this is something that any company can benefit from. Brand activation is especially important for businesses that rely on repeat orders, as well as those operating in a crowded marketplace.

There are several benefits that can be obtained from a brand activation, including the following.

• Create and improve interaction with consumers and prospects through brand activation. After all, two-way communication is the foundation of any relationship.
• Brand activation helps to generate an emotional attachment between a consumer and your brand. Today, consumers purchase something that they have an emotional connection with. They want to connect with the brand they are buying from. Brand activation is all about building this connection.
• Increase awareness of your brand through these isolated branding events.
• Brand activation can be used to revitalize your brand, changing the perception of your products or your company.
• You can lower the cost of other marketing activities with brand activation.
• You can position your products effectively with brand activation.
• Boost the effectiveness of other marketing efforts, whether print or online.

To conclude, brand activation can be presented in the form of events or any type of interaction with customers to increase brand awareness. The formulation of brand activation is not only how big the impact is for the brand itself but also for consumers so that they become loyal to a brand. Below are examples of campaigns that affect brand activation.

Sprite Giant Soda Machine Shower Guerrilla

The event is part of the Coca-Cola Company's outdoor campaign to promote its subsidiary, Sprite. They made giant soda dispensers in green and yellow, Sprite's signature colors. This dispenser only pours plain water, not Sprites. As it is summer in Brazil, beaches in crowded locations reach temperatures of 40°C. Even though it is located on the beach, exposure to the sun is quite hot, making people look for something to take shelter.

This dispenser can accommodate more than 1500 people who are in the location and it is possible that the people who are there can make brand associations in their minds with the "green label". If anyone asks "why don't you take the product from the warehouse and distribute it to everyone on the beach?" This strategy may work but this campaign is better for many reasons.

• Nonetheless, no one rushed home to tell their friends there was a free drink, but they were quick to share their experiences when they saw the unique campaign.
• Creating mental associations, if people on the beach are only given a sprite drink on a hot day, then they drink it immediately and don't think twice, but when they physically feel the freshness inside or outside their body, they tend to associate the brand with positive feelings.

The agency behind this giant soda dispenser is Brazil's Ogilvy, and they're pretty receptive to the idea. It was quite satisfying at the Cannes Lions: The International Festival of Creativity where it won several awards, even taking home gold in one category.

Kreatiklan's team can guide you to the right steps in your branding activities to achieve the results you want with your customers. Consider yourself to get the right branding strategy by contacting us info@kreatiklan.com or simply hit (+62) 87-780-561-569.