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Brand Activations
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- 2. hello @TejDesai
- 3. A SESSION ON BRAND ACTIVATIONS BRAND ACTIVATIONS FEB 27, 2013 Himalaya Healthcare February 27, 2013 @TejDesai
- 4. WTF is anActivation?? @TejDesai
- 5. 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 @TejDesai
- 6. WHO ARE WE TALKING TO? @TejDesai
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- 11. UNFORTUNATELY THEY DON’T GIVE A DAMN ABOUT YOUR BRAND! @TejDesai
- 12. MOREOVER WE EVEN ASSUME THIS CONSUMER IS OURS @TejDesai
- 13. THE FANTASY… @TejDesai
- 14. YOUR CONSUMER YOUR BRAND @TejDesai
- 15. THE REALITY… @TejDesai
- 16. NOT YOUR BRAND YOUR CONSUMER @TejDesai
- 17. YOUR CONSUMERS ARE JUST SOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU @TejDesai
- 18. Unlimited Choice Limited Time @TejDesai
- 19. The only op0on consumers are leS with is to ignore brand communica0on @TejDesai
- 20. UNLESS IT IS REMARKABLE! @TejDesai
- 21. AND IMPORTANTLY, RELEVANT AND ENTERTAINING. @TejDesai
- 22. MEANINGFUL (INTER)ACTION IS KEY TO EXPERIENCE. ESSENCE OF BRAND ACTIVATIONS. @TejDesai
- 23. Name one habit you struggled to change? @TejDesai
- 24. When seWng out to change consumer habit… @TejDesai
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- 26. How do you get people to follow Speed limits? @TejDesai
- 27. How do you get people to follow Speed limits? Fines? Impound the Car? Imprisonment? @TejDesai
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- 29. Capitalize on fun to drive change … @TejDesai
- 30. How do you get people to NOT liYer the park and instead USE THE BINS? @TejDesai
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- 32. How do you get people to USE THE STAIRCASE instead of Escalators? @TejDesai
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- 34. 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 @TejDesai
- 35. Inject to change behavior @TejDesai
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- 40. Open Happiness @TejDesai
- 41. Where will happiness strike next? – The Extension hYp://www.youtube.com/watch?v=x_9fQEqZCWs @TejDesai
- 42. Open Happiness Are you crazy enough? hYp://www.youtube.com/watch?v=gZytIFTsQHA @TejDesai
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- 49. Pantene Beau0ful Lengths hYp://www.youtube.com/watch?v=b1rW2tZN2Lc @TejDesai
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- 52. Amongst the firstfew FlashMobs… London, Liverpool Station, Jan 15, 09, 11am hYp://www.youtube.com/watch?v=VQ3d3KigPQM @TejDesai
- 53. Life is betterwhen you share it! 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!! @TejDesai
- 54. Sequel to theFlash Mob Dance • 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. @TejDesai
- 55. Teaser / Announcer Teaser Ad hYp://www.youtube.com/watch?v=ki5absp4Zn4 @TejDesai
- 56. Activation – Sequel2 Sing-along Ad, Trafalgar Square, April 30, 2009 hYp://www.youtube.com/watch?v=orukqxeWmM0 @TejDesai
- 57. 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 @TejDesai
- 58. 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 @TejDesai
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- 60. Share Happy: A fun Ice-‐cream Vending Machine hYp://www.youtube.com/watch?v=V5bs_pIFuto @TejDesai
- 61. De Beers, New York: Diamonds are Forever hYp://www.youtube.com/watch?v=9uPyQ4wcHdE @TejDesai
- 62. Palmolive Shower Gel, Moscow hYp://www.youtube.com/watch?v=mR_mXi-‐H3y8 @TejDesai
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- 64. Hellmann’s Mayonnaise: Recipe Receipt hYp://www.youtube.com/watch?v=h3aCVrcnFOQ @TejDesai
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- 66. Emart, Korea: Shadow QR code hYp://www.youtube.com/watch?v=EvIJfUySmY0 @TejDesai
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- 68. Avon, Slovakia: Miraculous Mirror hYp://www.youtube.com/watch?v=i8Dyx6z-‐g04 @TejDesai
- 69. Corona Light Beer hYp://www.youtube.com/watch?v=utPtqdPjqwY @TejDesai
- 70. And if you decide to make your Brand the hero @TejDesai
- 71. Nike Free Run+, Japan : Music Shoe hYp://www.youtube.com/watch?v=uS1exujG3cY @TejDesai
- 72. Fantas0c Delites, Australia: Delite-‐o-‐ma0c – How far will you go? hYp://www.youtube.com/watch?v=R8RIqJLUYSE @TejDesai
- 73. Fantas0c Delites, Australia: Delite-‐o-‐ma0c – Human Lab Mice hYp://www.youtube.com/watch?v=LvXnYNexc7w @TejDesai
- 74. 3M Scotch-‐brite, Sao Paulo: Wash your bill hYp://www.youtube.com/watch?v=F7esRCgjO30 @TejDesai
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- 76. Span-‐air, Barcelona > Las Palmas: Christmas – Unexpected Luggage hYp://www.youtube.com/watch?v=fW5Xo4QrSBw @TejDesai
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- 78. Andes Teletransporter, Argen0na hYp://www.youtube.com/watch?v=G58J2rPSKms @TejDesai
- 79. Heineken, Warsaw: An Icebreaker hYp://www.youtube.com/watch?v=0RrXcm89FAo @TejDesai
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- 81. Westpac, New Zealand: Impulse Saver hYp://www.youtube.com/watch?v=M9v9HpR4qTU @TejDesai
- 82. SOME THOUGHT STARTERS FOR 99% SOV @ 1% SOE @TejDesai
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- 84. Frontline Flea & Tick Spray from Jakpetz, Pet Emporium -‐ Jakarta @TejDesai
- 85. Johnny Andrean – Hair Tonic @TejDesai
- 86. Jeep – Parking space, Copenhagen @TejDesai
- 87. Bicycle Shop in Altlandsberg Berlin @TejDesai
- 88. Mini Cooper, Zurich @TejDesai
- 89. Mini Cooper @TejDesai
- 90. Ballet Classes Ad @TejDesai
- 91. Volkswagen – Airport pickup @TejDesai
- 92. Nivea Sun – Sampling and ambient @TejDesai
- 93. 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” @TejDesai
- 94. FitnessFirst – BusStop Ad @TejDesai
- 95. Eradica0ng Hunger in South Africa! Campaign by Feed SA, an NGO @TejDesai
- 96. The Sopranos series on HBO, NY @TejDesai
- 97. 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 @TejDesai
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