Elite 2 assigment brand activation mai bang - minh vu

1. Mai Bang
BRAND
ACTIVATION
Minh Vu

2. AGENDA
What is brand activation ?
What is brand activation platform ?
Examples
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2
3

3. 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

4. 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

5. 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
Closeup
Get close moment (festival)
OMO
Kid’s learning & development

6. 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

7. 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

8. 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

9. 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