Young Marketers Elite Program 2 - Brand Activation

1. Assignment 14.1 – BRAND ACTIVATION
Hồng Ngọc – Hương Giang

2. BRAND ACTIVATION DEFINITION
What is brand activation?
Brand activation or brand engagement is the marketing process to bring a brand to life through a variety of brand experiences, coming after planning and
strategies. Brand activation generates consumer interest toward brand when allowing consumer to try a product or experience service
Brand activation should be:
Activatable
Relevance to
consumer
Value for
consumer
Sympathy
Relative
simplicity
Brand Activation campaigns take many forms and may involve some, or all of the following:
Consumer
promotions
Experiential
Marketing
Digital
campaigns
Shopper
Marketing
Sampling
campaigns

3. BRAND ACTIVATION DEFINITION
Example
A giant promotional beach shower that
looks like a Sprite machine was taken
to popular beaches worldwide,
including ones in Brazil and Israel
ANZ GAYTM
The bank commissioned artists to
transform ten of the bank’s ATMs
around Sydney into GAYTM's. The end
result is a spectacular array of colours,
patterns and sequins and lots of
positive PR
Sprite Shower

4. Role of Brand activation
Convey your positioning
using brand activation
BRAND ACTIVATION DEFINITION
Build consumer
trust with brand
Increases your brand
salience, trial, share.
Helps in revitalizing
a brand.
Brand activation can elicit customer
insights as people interact with the brand.
Brand Activation Evaluation
Connected
(Brand Activation
should be considered
as a vital part of the
overall marketing
approach, or marketing
mix, and not a
standalone discipline)
Flexible and
Amplify
(Campaigns may need
to be tweaked or
changed to suit market
conditions and due to
this testing is a great
way to sound out a
campaign before a
national rollout)
Budget
Intense
(Consider which tactic
will get you the best
return on investment
based on the campaign
objectives.)
Effectiveness
(It’s not all about sales.
Brand Activation
campaigns can
generate trial,
awareness, brand
switching and brand
loyalty. It’s all about
employing the right
tactics.)

5. BRAND ACTIVATION PLATFORM DEFINITION
What is brand activation platform?
Brand activation platform is a physical or emotional space in consumers’ lives that enables the brand to interact in a distinct and meaningful way
Brand Activation Platform Evaluation
Actionable Relevant
(to consumer)
Promote
brand
Uniqueness

6. EXAMPLE OF COCA COLA VIETNAM ACTIVATION
ACTIVATION PLATFORM
SHARE HAPPINESS TO COMMUNITY
BRAND ACTIVATION IDEA 1:
HAPPY TRUCK
(https://www.youtube.com/watch?v=
gfM9rIhxieU)
BRAND ACTIVATION IDEA 2:
COKE DANCING MACHINE
(https://www.youtube.com/watch?v=fN
LjaRgNQsU&hd=1)
BRAND ACTIVATION IDEA 3:
2nd LIFE
(https://www.youtube.com/watch?v=I
_A4GCxiJ0U)

7. EXAMPLE OF COCA COLA VIETNAM ACTIVATION
Attribute promoting:
Happiness from coke, sharing and bringing happiness all over the place
Activities:
+ Coke truck parks at several places where a lot of people gather, or people
who have “less happiness” (poor areas).
+ People push in button and receive “surprising gifts” from Coke
ACTIVATION 1: HAPPY TRUCKS

8. EXAMPLE OF COCA COLA VIETNAM ACTIVATION
Attribute promoting:
Friends share happiness together as they work together
Activities:
+ 2 people help to push a “relatively high” button to get 2 cokes for price of 1.
+ They need to work together and share together.
ACTIVATION 2: COKE DANCING MACHINE

9. EXAMPLE OF COCA COLA VIETNAM ACTIVATION
Attribute promoting:
People share happiness from recycling Coke bottles
Activities:
+ People exchange the Coke cap to reuse Coke bottles in different ways.
ACTIVATION 3: 2nd LIFE