Three Very Interesting Brand Activation Campaigns and why they were so successful.
Some of these happened years ago, but still set a benchmark with engagement and visibility and are amazing to see even today!
1) Nat Geo Augmented Reality Based Mall Activation.
Inde, an augmented reality first agency along with National Geographic set up an experience for mall visitors.
Why it worked :
Mall goers got to experience the nature of the brand in an extremely immersive way.
National Geographics positioning has always been one of being able to empower audiences to explore and create awareness about conservation through unparalleled storytelling and stunning visuals.
This campaign did that and a lot more, by giving users a first hand experience of what it would be like to be a part of that environment.
2) Lifebuoy Handwash Campaign.
This post would be incomplete without this one.
An unbelievable master stroke by Lifebuoy (HUL) and Ogilvy action.
Why it worked.
India is a huge and diverse country, with a very heavy emphasis on the sense of community and faith. By going to the KUMBH Mela, probably the worlds biggest mela of its type, Lifebuoy not only went to the heart of it’s audience, but they managed to insert themselves into the daily lives of users through something that all Indian’s irrespective of culture or faith identify with. The ROTI.
Finding something relatable and designing the campaign in a way that is not only thought provoking but also one that encourages action from the audience was the master stroke.
As a result, Lifebuoy gained tremendous sampling opportunity from a plethora of people who had travelled to the Kumbh and undoubtedly also created enough impact to facilitate brand recall.
3) The Giant Sprite Shower in Brazil
An impactful campaign by The Coca Cola Company and Ogilvy and Mather Brazil in 2012.
Why it worked:
Sprite has always targeted the youthful energetic audience with a message of authenticity, transparency and a pretty much no nonsense attitude.
Through this installation, they not only reinstilled that thought, but also demonstrated how the brand stands for freshness and respite from sweltering heat.
Exact numbers of consumption through the campaign would need to be found in the case study, but I think from a glimpse of this video one can figure how successful the campaign actually was.
It is these kinds of campaigns that can be considered disruptive and make what we do so much fun. At TTM, we always believe brands can build a very human connection with their audiences and these campaigns demonstrate just that.
There are many more such amazing campaigns that I have come across in my career, ones that have helped me get better at my work and have made me aspire to be the best.
Hope you enjoy them as much as I have.
