Assignment 14.1 – BRAND ACTIVATION

Hồng Ngọc – Hương Giang

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

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

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.)

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

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)

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

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

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