Mai Bang

BRAND

ACTIVATION

Minh Vu

AGENDA

What is brand activation ?

What is brand activation platform ?

Examples

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2

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We call that

BRAND ACTIVATION

People will forget what you said, people will forget what you did

But people will never forget what you made them feel

“Brand experience”

fully those promises

Brand Communication is all about communicating promises

WHAT IS

BRAND ACTIVATION ?

The core marketing process through which we bring a brand to life through a variety of brand experiences to:

Do consumers feel interest to participate ?

BUY PLAY SHARE

Did they see the “wow moment” in the

activation to share ?Relevant to consumer or not ?

“Brand Activation” must be:

CHANGING THE WAY CONSUMERS

SEE OUR BRANDS

CHANGING THE WAY THOSE

CONSUMERS BEHAVE

INFLUENCING THEIR PURCHASE BEHAVIOUR

WHAT IS BRAND

ACTIVATION PLATFORM?

A physical or emotional space in consumers’ lives that enables

the brand to interact in a distinct and meaningful way.

From this activation platform we can create many ideas that

can work across different channels, to achieve the brand’s

marketing and communication objectives.

Elements to evaluate

activation platform:

Brand enriching

Consumer involving

Differentiating

Actionable

Enduring

Feeling

EXAMPLE

CloseupGet close moment (festival)

OMOKid’s learning & development

Platform

Enjoy & Sharing happiness moment

Idea

Share a coke

Idea

Happiness Truck

Idea

Cocacola the 2nd life

Activation channel

Viral Clip: Share the happiness

when reuse the coke bottle in many

ways good for environment

MT channel: People can exchange

the coke cap to reuse Coke bottle

in meaningful ways for environment

Activation channel

Social media: CocaCola create an app

on social so that people can share their

name and happiness with their friends

MT channel: People can go to MT

channel to register & Coca will print

their name on the coke

Activation channel

Outdoor channel: The truck run

around the city and bring happiness

to many people

Social media: Capture and share

their moment of happiness when

they push the button on the truck

EXAMPLE

Platform

Fun & Excited moment

Idea

The world 1st Taste able Print ad

Idea

Hunting Fanta 5’s team

Activation channel

Print ads: From the normal sampling is very easy to

forget, Fanta make it very excited by let people can

eat their print-ads when they read the newspaper or

magazine

Social media: Let people talking about the very

news & excited taste of Fanta by engage them in

many articles online

Activation channel

Website & Social media: People take a challenge to find

full of 5 team members in Fanta 5’s team in banners placed

on random news and hot forum. Fanta give them a fun

journey and if they can invite full of 5 members they will get

the excited prize

Print ads & Forum: Fanta use forum seeding to talk about

funny experience when they playing game

EXAMPLE

Platform

Energy Recharge

Idea

Your Stamina for every tough day

EXAMPLE

Activation channel

TVC: Promote a very important role of recharge energy everyday, especially in the morning

Social media & PR : Articles about tips for healthy & full of energy everyday.

NutriBoost will recharge your energy in the morning & become your stamina every tough day

Platform

Spark your true self

Idea

Cứ là mình, sao phải nghĩ

Idea

Sprite Giant Soda Machine Shower

EXAMPLE

Activation channel

Viral Clip: Karik perform a song “cứ là mình” to spark

his attitude for youth community. This MV helps Sprite

lead the trends “ be yourself “ in CSD market

Social media: Give a chance for youth can spark their

true self through Sprite competition

Activation channel

Outdoors: A giant machine shower set people free to spark their self in the beach