This document discusses brand activation strategies. It defines brand activation as bringing a brand into a customer's life through creating brand experiences. It notes that brand activation platforms are the physical or emotional spaces where customers can experience a brand closely. Brand activation ideas are creative themes developed from the activation platform to achieve marketing objectives. Brand activation channels are the methods used to execute the activation idea through interactive activities within the platform. It provides examples of brand activation strategies for Sprite, Coca-Cola, and Fanta in Vietnam, including water parties, a thirst-quenching machine, a gift-giving truck, and digital graphic novels.

1. ASSIGNMENT – BRAND ACTIVATION
Tuan Duong
Ngan Tran

2. BRAND
ACTIVATION
Brand Activation can be defined as marketing process of
bringing a brand to customer’s life through creating brand
experience.
Definition
Roles
is PULL strategy.
bring communication means, brand benefits in a
distinctive platform into daily life.
Stimulate
INTEREST, TRIAL
& LOYALTY.
To change the way consumers see our brands
To change the way those consumers behave
To influence their purchasing behavior.

3. BRAND ACTIVATION
PLATFORM
Definition
Physical or emotional space that customer
can experience brand closely, sufficiently and
distinctively.
‘
Brand
Activation
Platform
Brand Activation
Idea
Brand Activation Channels
A creative theme concretized from the Activation
Platform to achieve the brand’s marketing and
communication objectives
Methods to approach touch point that execute
Brand Activation Idea into interactive activities
within the scope of Brand Activation Platform

4. EXAMPLE
SPRITE
Brand
Activation
Idea
Brand
Activation
Platform
Sprite Water Party: an
event included many
motive activities with
water during hot weather
in central of Saigon.
Refreshment activities with water
Sprite Thirst Quenching Machine: An
auto-booth built on crowd street with
“Dare to press” button. When a person
press that button, a bottle of Sprite falls
front of press-or which make water
splashing.

5. EXAMPLE
Coca Cola
Brand
Activation
Idea
Brand
Activation
Platform
Happy Truck: A truck with full of gifts move to
crowd street. Customer press a button to
receive surprising present and coke bottles.
Happy connection
Dancing with the Coke Swallows: people to
engage with the brand Coke by dancing
with the virtual dancers on the screen and
the Coke swallows (Vietnamese symbol of Tet
- Lunar New Year). People can also write their
wishes and hang them on the wishing tree as
well.

6. EXAMPLE
Fanta
Brand
Activation
Idea
Brand
Activation
Platform
Play Fanta: Fanta created a nine-
chapter digital graphic novel that is just as fun
as any Hollywood blockbuster or video game.
Content of novel create an epic story about a
group of teens who are on the mission to save
the world from the threat of playlessness.
Offbeat playfulness
100 Ways to Play: Consumers had a
chance to win an experience-of-a-lifetime
prize by purchasing a promotional pack
and visiting the Fanta 100 website. Fanta
present 100 things to do before you grow
up
(We can’t find any Activation Idea in Vietnam Market with Fanta brand)