We are big believers that experiential advertising shouldn’t be approached interms of wanting to make people ‘feel good’ about the brand [though obviously it has to do that too] but in finding ways that continually proves the brand is sincere in what it says, believes and does.
Note the word ’CONTINUALLY’ … because doing something positive once, doesn’t mean you don’t have to do it again till you feel the brand is on the wane.
That’s why we like Tesco’s so much, because they continually fight for their customers loyalty – not just through pricing – but through innovation, reinvention and a constant desire to find ways to be relevant in current social/cultural/political and economic circumstances.
[See their 1990’s ‘Computers For School’ promotion as an example of how they infiltrated culture [not just shoppers] and stated to position themselves as a community champion, not just a food retailer]
Anyway it’s for this reason that we prefer to call/approach experiential communication as Brand Truth ideas … and the reason we bring this up is that whilst it is not exactly fighting for youth optimism on a grand scale, Coke have just done an experiential activity/experiment that not only brings the brands position to life, but makes people probably look a bit differently at Coke vending machines for quite a few months to come.
Filed under: General Commentary
We are big believers that experiential advertising shouldn’t be approached interms of wanting to make people ‘feel good’ about the brand [though obviously it has to do that too] but in finding ways that continually proves the brand is sincere in what it says, believes and does.
Note the word ’CONTINUALLY’ … because doing something positive once, doesn’t mean you don’t have to do it again till you feel the brand is on the wane.
That’s why we like Tesco’s so much, because they continually fight for their customers loyalty – not just through pricing – but through innovation, reinvention and a constant desire to find ways to be relevant in current social/cultural/political and economic circumstances.
[See their 1990’s ‘Computers For School’ promotion as an example of how they infiltrated culture [not just shoppers] and stated to position themselves as a community champion, not just a food retailer]
Anyway it’s for this reason that we prefer to call/approach experiential communication as Brand Truth ideas … and the reason we bring this up is that whilst it is not exactly fighting for youth optimism on a grand scale, Coke have just done an experiential activity/experiment that not only brings the brands position to life, but makes people probably look a bit differently at Coke vending machines for quite a few months to come.
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