young marketers elite 2013 assignment 8.1 -phu cuong
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ASSIGNMENT 8.1 BRAND ACTIVATION
NGUYEN PHU CUONG
Brand Activation
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”
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
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
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