P

hoenix
NGUYEN THI PHUONG ANH NGUYEN HOANG LAN
ROUND 1
WHAT IS BRAND ACTIVATION?
Advertising is about communicating promises.
Activation delivers on those promises.
Brand Activation
The core marketing process through which we
bring a brand to life through a variety of
brand experiences to:
Change the
way
consumers
see our
brand
Influence
their
purchase
behavior
Change the
way
consumers
behave
Brand Activation?
Brand Activation Platform/Idea?
Brand Activation Platform
A physical or emotional space in consumers lives that
enables the brand to interact in a distinct and
meaningful way.
Brand Activation Idea
A creative theme derived from the Activation Platform
that can work across different channels to achieve the
brand's marketing and communication objectives.
Sequence of Activation?
INVITATION EXPERIENCE AMPLIFICATION
Maximizing
awareness of
the Brand
Experience
among the
RIGHT
consumers
Reflecting
the essence
of the
brand and
delivering
against
objectives
Driving the
experience
to achieve
impact and
reach a
much bigger
audience
Example
CloseUp - Walk of Love
Brand Activation Platform
Love & Festival
Brand Activation Idea
Walk of Love
Message
Let Love guide your ways
Phase 1 INVITATION
OBJECTIVE
Remind audience of CloseUps
former activities for
Valentines Day
MESSAGE
Remind audience of previous
Valentines Days when
CloseUp was a companion of
young people
KEY HOOK
Before event:
LCD displays TVC of CloseUp and the Walk of Love Event
in Valentine trailer
Booth decoration
In event:
On-ground: Love Station Activation
CloseUp reminded audience of the brands former activities for Valentines Day.
Before event
Love Stations were beautifully decorated to attract couples to take photos with them.
In event
Phase 2 EXPERIENCE
OBJECTIVE
Introduce the program and
encourage audience to
participate
MESSAGE
Valentine 2014
Let Love guide your ways
KEY HOOK
Before event:
PGs welcome all target audience with romantic love
songs in booths
Couples record their love stories using an application
In event:
Interactive activities with guests
Music performance by young popular singers with love
stories
Before event
Introduction clip of Hari Won and
Tien Dat, a famous singer-couple, to
encourage audience record their own
clips.
CloseUp music show attracted more than 10,000 audience.
In event
In event
Phase 3 AMPLIFICATION
OBJECTIVE
Reach more audience through
media and public relations
MESSAGE
Valentine 2014
Let Love guide your ways
KEY HOOK
Before event:
Couples videos are uploaded on Facebook for voting to
win love slabs in the Walk of Love.
In event:
Bring love slabs to the Walk of Love in Phu My Hung
Town
Couples uploaded their love stories on Facebook to win votes.
Before event
In event