thuy tien thao nghi ass 81
TRANSCRIPT
ASSIGNMENT 8.1 - BRAND ACTIVATION
BrandPromise Consumer
Message
Brand activation
Experience
Brand communication Big Idea
A process of bringing brand’s promise to consumer
through
EXPERIENCE conveying Brand
Communication Big Idea
Brand Activation Definition
Brand Activation Platform Definition
Physicalspace
Emotionalspace
A physical or emotional space in
consumers’ lives where brand can
interact in a distinctive and meaningful way, fueling several
Brand Activation Ideas
Brand Activation Idea Definition
Brand activation Platform
Creative
Creative theme derived from Brand activation platform works across
channel specific activities, to achieve the brand’s
marketing and communication
objectives
Brand Activation Channel DefinitionConsumer touch points where brand activation idea
can reach them and create interactions
Communication
Direct Marketing
Social Media
Promotion
Event Marketing
Sponsorship
Public relations, Flyer ads, Website,
Channel/Trade Marketing,
Paid/owned/earned mediaTV, Radio, Print, Direct
mail, CRM, In-store, Out of home
Email, Search Engine Marketing, Search
engine optimization, Targeted awareness,
Facebook, Twitter, Mobile
Sweepstakes, Coupons, New product launch,
Special packs, Displayers
Experiential marketing, Sampling,
Ambassadors, Exposure, Trade shows, Consumer engagement
Strategic alignment, Planning, Acquisition,
Leveraging, Spokespeople, Cause
related marketing
Brand Activation Example
Nếm trọn từng khoảnh khắc
Communication Big Idea Brand Activation Plarform
Người trẻ nắm bắt cơ hội, tận hưởng từng giây
phút trong cuộc sống
Brand Activation Idea 1
Nắm bắt tình yêu, vượt qua ngại ngùng cùng
YoLove
Brand Activation Channels
Mobile – PC application - Promotion – PR – Digital (social media, viral clip)
Brand Activation Idea 2
Cụ thể hóa những việc mình muốn làm cùng
YoList
Mobile – PC application - Promotion – PR – Digital (social media, viral clip)
Brand Activation Channels