young marketers elite 2013 assignment 8.1 -phu cuong

6
ASSIGNMENT 8.1 BRAND ACTIVATION NGUYEN PHU CUONG Brand Activation

Post on 21-Oct-2014

171 views

Category:

Education


0 download

DESCRIPTION

 

TRANSCRIPT

Page 1: Young marketers elite 2013   assignment 8.1 -phu cuong

ASSIGNMENT 8.1 BRAND ACTIVATION

NGUYEN PHU CUONG

Brand Activation

Page 2: Young marketers elite 2013   assignment 8.1 -phu cuong

What is Brand Activation?

In short, Brand Activation happens whenever there is an experience between Customers and Brands

Brand Activation is not only at Point of Sale or Point of Purchase but also online, wherever there is an experience between Customers & Brands

“A marketing interaction between consumers and the brand, where consumers can understand the brand better and accept it as a part of their lives”

Page 3: Young marketers elite 2013   assignment 8.1 -phu cuong

Activation Platform

ActivationIdea

ActivationChannels

Is a way to sharpen insight, to help the brand focus on 1 single Direction to match with Customers’ Insight

Creative theme derived from Activation Platform that can work across channel – specific activities, to achieve the Brands’ Marketing & Communication objectives

Where Brands can work to achieve the Communication & Marketing Objectives through mainly 4 tools:- PR- Event- Sponsorship- Sampling

What is Brand Activation Platform, Idea, Channels?

A physical or emotional space in consumers’ lives that enables the brand to interact in a distinctive and meaningful way. Platform must come from insight and has a good connection with Brand

Among several Ideas, the one chosen is the most feasible, relevant with Brand DNA and call to action with TA

Page 4: Young marketers elite 2013   assignment 8.1 -phu cuong

Examples of different Brands

Activation Platform

ActivationIdea

ActivationChannels

Hennessy’s Platform is MUSIC

Activation Idea of Clear is Pop Idol

- Budweiser Beer delivers sampling in Metro AN Phu- Martell XO sponsored for Ngô Thanh Vân’s

Rise above with stars Liveshow

Page 5: Young marketers elite 2013   assignment 8.1 -phu cuong

Examples of the same brand

Activation Platform

ActivationIdea

ActivationChannels

Hennessy’s Platform is MUSIC

Activation Idea of Hennessy is H-Artistry Concert

- PR through Celebrity, Social Media- Sponsored for “Chinh Phục Đỉnh Cao” Music show

Page 6: Young marketers elite 2013   assignment 8.1 -phu cuong