SlideShare ist ein Scribd-Unternehmen logo
1 von 10
Downloaden Sie, um offline zu lesen
Assignment 14.1 – BRAND ACTIVATION
Hồng Ngọc – Hương Giang
BRAND ACTIVATION DEFINITION
What is brand activation?
Brand activation or brand engagement is the marketing process to bring a brand to life through a variety of brand experiences, coming after planning and
strategies. Brand activation generates consumer interest toward brand when allowing consumer to try a product or experience service
Brand activation should be:
Activatable
Relevance to
consumer
Value for
consumer
Sympathy
Relative
simplicity
Brand Activation campaigns take many forms and may involve some, or all of the following:
Consumer
promotions
Experiential
Marketing
Digital
campaigns
Shopper
Marketing
Sampling
campaigns
BRAND ACTIVATION DEFINITION
Example
A giant promotional beach shower that
looks like a Sprite machine was taken
to popular beaches worldwide,
including ones in Brazil and Israel
ANZ GAYTM
The bank commissioned artists to
transform ten of the bank’s ATMs
around Sydney into GAYTM's. The end
result is a spectacular array of colours,
patterns and sequins and lots of
positive PR
Sprite Shower
Role of Brand activation
Convey your positioning
using brand activation
BRAND ACTIVATION DEFINITION
Build consumer
trust with brand
Increases your brand
salience, trial, share.
Helps in revitalizing
a brand.
Brand activation can elicit customer
insights as people interact with the brand.
Brand Activation Evaluation
Connected
(Brand Activation
should be considered
as a vital part of the
overall marketing
approach, or marketing
mix, and not a
standalone discipline)
Flexible and
Amplify
(Campaigns may need
to be tweaked or
changed to suit market
conditions and due to
this testing is a great
way to sound out a
campaign before a
national rollout)
Budget
Intense
(Consider which tactic
will get you the best
return on investment
based on the campaign
objectives.)
Effectiveness
(It’s not all about sales.
Brand Activation
campaigns can
generate trial,
awareness, brand
switching and brand
loyalty. It’s all about
employing the right
tactics.)
BRAND ACTIVATION PLATFORM DEFINITION
What is brand activation platform?
Brand activation platform is a physical or emotional space in consumers’ lives that enables the brand to interact in a distinct and meaningful way
Brand Activation Platform Evaluation
Actionable Relevant
(to consumer)
Promote
brand
Uniqueness
EXAMPLE OF COCA COLA VIETNAM ACTIVATION
ACTIVATION PLATFORM
SHARE HAPPINESS TO COMMUNITY
BRAND ACTIVATION IDEA 1:
HAPPY TRUCK
(https://www.youtube.com/watch?v=
gfM9rIhxieU)
BRAND ACTIVATION IDEA 2:
COKE DANCING MACHINE
(https://www.youtube.com/watch?v=fN
LjaRgNQsU&hd=1)
BRAND ACTIVATION IDEA 3:
2nd LIFE
(https://www.youtube.com/watch?v=I
_A4GCxiJ0U)
EXAMPLE OF COCA COLA VIETNAM ACTIVATION
Attribute promoting:
Happiness from coke, sharing and bringing happiness all over the place
Activities:
+ Coke truck parks at several places where a lot of people gather, or people
who have “less happiness” (poor areas).
+ People push in button and receive “surprising gifts” from Coke
ACTIVATION 1: HAPPY TRUCKS
EXAMPLE OF COCA COLA VIETNAM ACTIVATION
Attribute promoting:
Friends share happiness together as they work together
Activities:
+ 2 people help to push a “relatively high” button to get 2 cokes for price of 1.
+ They need to work together and share together.
ACTIVATION 2: COKE DANCING MACHINE
EXAMPLE OF COCA COLA VIETNAM ACTIVATION
Attribute promoting:
People share happiness from recycling Coke bottles
Activities:
+ People exchange the Coke cap to reuse Coke bottles in different ways.
ACTIVATION 3: 2nd LIFE
Elite 2-brand-activation-huong giang + hong ngoc

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (11)

Health Care Certified Hosting in France
Health Care Certified Hosting in FranceHealth Care Certified Hosting in France
Health Care Certified Hosting in France
 
Pecha kucha-brunelleschi
Pecha kucha-brunelleschiPecha kucha-brunelleschi
Pecha kucha-brunelleschi
 
My career clusters
My career clustersMy career clusters
My career clusters
 
Портфоліо Катаран Ф.І.
Портфоліо Катаран Ф.І.Портфоліо Катаран Ф.І.
Портфоліо Катаран Ф.І.
 
Mobili̇stanbul sema kudu
Mobili̇stanbul sema kuduMobili̇stanbul sema kudu
Mobili̇stanbul sema kudu
 
2013 counselor
2013 counselor2013 counselor
2013 counselor
 
CRJC 304 Chp. 11 Reviewed
CRJC 304 Chp. 11 ReviewedCRJC 304 Chp. 11 Reviewed
CRJC 304 Chp. 11 Reviewed
 
[Elite 2] Assignment 15.1 - PR - H.Ngọc
[Elite 2] Assignment 15.1 - PR - H.Ngọc[Elite 2] Assignment 15.1 - PR - H.Ngọc
[Elite 2] Assignment 15.1 - PR - H.Ngọc
 
Assignment 4.1-insight-activatior-Hồng Ngọc - Tuấn Dương
Assignment 4.1-insight-activatior-Hồng Ngọc - Tuấn DươngAssignment 4.1-insight-activatior-Hồng Ngọc - Tuấn Dương
Assignment 4.1-insight-activatior-Hồng Ngọc - Tuấn Dương
 
Воїн світла Андрій Марунчак
Воїн світла Андрій МарунчакВоїн світла Андрій Марунчак
Воїн світла Андрій Марунчак
 
Буцяк О.М.
Буцяк О.М.Буцяк О.М.
Буцяк О.М.
 

Mehr von Ngọc Trần

Young Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.Hương
Young Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.HươngYoung Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.Hương
Young Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.Hương
Ngọc Trần
 
Young Marketers Elite 2 - CONSUMER PANEL + RETAIL AUDIT - Ngoc + Chinh + Dung
Young Marketers Elite 2 - CONSUMER PANEL + RETAIL AUDIT - Ngoc + Chinh + DungYoung Marketers Elite 2 - CONSUMER PANEL + RETAIL AUDIT - Ngoc + Chinh + Dung
Young Marketers Elite 2 - CONSUMER PANEL + RETAIL AUDIT - Ngoc + Chinh + Dung
Ngọc Trần
 

Mehr von Ngọc Trần (10)

Elite 2-Mobile Marketing Strate - Hồng Ngọc + Hương Giang
Elite 2-Mobile Marketing Strate - Hồng Ngọc + Hương GiangElite 2-Mobile Marketing Strate - Hồng Ngọc + Hương Giang
Elite 2-Mobile Marketing Strate - Hồng Ngọc + Hương Giang
 
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương GiangElite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
 
Elite 2 - Assignment Moment of truth - Hồng Ngọc
Elite 2 - Assignment Moment of truth - Hồng NgọcElite 2 - Assignment Moment of truth - Hồng Ngọc
Elite 2 - Assignment Moment of truth - Hồng Ngọc
 
[Young Marketers Elite 2] Assignment 9.2 revised - Hồng Ngọc + Vân Hương
[Young Marketers Elite 2] Assignment 9.2 revised - Hồng Ngọc + Vân Hương[Young Marketers Elite 2] Assignment 9.2 revised - Hồng Ngọc + Vân Hương
[Young Marketers Elite 2] Assignment 9.2 revised - Hồng Ngọc + Vân Hương
 
[Young marketers elite 2] Assignment 10.1Brand innovation - Oanh Ngọc Hà
[Young marketers elite 2] Assignment 10.1Brand innovation - Oanh Ngọc Hà[Young marketers elite 2] Assignment 10.1Brand innovation - Oanh Ngọc Hà
[Young marketers elite 2] Assignment 10.1Brand innovation - Oanh Ngọc Hà
 
Young Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.Hương
Young Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.HươngYoung Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.Hương
Young Marketers Elite 2 - BRAND POSITIONING - H.Ngọc + V.Hương
 
Young Marketers Elite 2 - CONSUMER PANEL + RETAIL AUDIT - Ngoc + Chinh + Dung
Young Marketers Elite 2 - CONSUMER PANEL + RETAIL AUDIT - Ngoc + Chinh + DungYoung Marketers Elite 2 - CONSUMER PANEL + RETAIL AUDIT - Ngoc + Chinh + Dung
Young Marketers Elite 2 - CONSUMER PANEL + RETAIL AUDIT - Ngoc + Chinh + Dung
 
[Assignment 3] hultprize duong chinh_ngoc
[Assignment 3] hultprize duong chinh_ngoc[Assignment 3] hultprize duong chinh_ngoc
[Assignment 3] hultprize duong chinh_ngoc
 
[Elite] 1st assignment
[Elite] 1st assignment[Elite] 1st assignment
[Elite] 1st assignment
 
Young Marketers 3 - The Final Round + TRẦN HỒNG NGỌC
Young Marketers 3 - The Final Round + TRẦN HỒNG NGỌCYoung Marketers 3 - The Final Round + TRẦN HỒNG NGỌC
Young Marketers 3 - The Final Round + TRẦN HỒNG NGỌC
 

Kürzlich hochgeladen

4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
Cara Menggugurkan Kandungan 087776558899
 

Kürzlich hochgeladen (20)

Alpha Media March 2024 Buyers Guide.pptx
Alpha Media March 2024 Buyers Guide.pptxAlpha Media March 2024 Buyers Guide.pptx
Alpha Media March 2024 Buyers Guide.pptx
 
Optimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsOptimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered Prompts
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
 
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptxUnveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
 
Tata Punch brochure with complete detail of all the variants
Tata Punch brochure with complete detail of all the variantsTata Punch brochure with complete detail of all the variants
Tata Punch brochure with complete detail of all the variants
 
Aiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMAiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMM
 
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
 
W.H.Bender Quote 61 -Influential restaurant and food service industry network...
W.H.Bender Quote 61 -Influential restaurant and food service industry network...W.H.Bender Quote 61 -Influential restaurant and food service industry network...
W.H.Bender Quote 61 -Influential restaurant and food service industry network...
 
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptxDigital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
 
Rise and fall of Kulula.com, an airline won consumers by different marketing ...
Rise and fall of Kulula.com, an airline won consumers by different marketing ...Rise and fall of Kulula.com, an airline won consumers by different marketing ...
Rise and fall of Kulula.com, an airline won consumers by different marketing ...
 
Elevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
Elevate Your Advertising Game: Introducing Billion Broadcaster Lift AdvertisingElevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
Elevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
 
Elevating Your Digital Presence by Evitha.pdf
Elevating Your Digital Presence by Evitha.pdfElevating Your Digital Presence by Evitha.pdf
Elevating Your Digital Presence by Evitha.pdf
 
Cartona.pptx. Marketing how to present your project very well , discussed a...
Cartona.pptx.   Marketing how to present your project very well , discussed a...Cartona.pptx.   Marketing how to present your project very well , discussed a...
Cartona.pptx. Marketing how to present your project very well , discussed a...
 
personal branding kit for music business
personal branding kit for music businesspersonal branding kit for music business
personal branding kit for music business
 
Discover Ardency Elite: Elevate Your Lifestyle
Discover Ardency Elite: Elevate Your LifestyleDiscover Ardency Elite: Elevate Your Lifestyle
Discover Ardency Elite: Elevate Your Lifestyle
 
2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com
 
Press Release Distribution Evolving with Digital Trends.pdf
Press Release Distribution Evolving with Digital Trends.pdfPress Release Distribution Evolving with Digital Trends.pdf
Press Release Distribution Evolving with Digital Trends.pdf
 
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdfTAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
 
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
Distribution Ad Platform_ The Role of  Distribution Ad Network.pdfDistribution Ad Platform_ The Role of  Distribution Ad Network.pdf
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
 

Elite 2-brand-activation-huong giang + hong ngoc

  • 1. Assignment 14.1 – BRAND ACTIVATION Hồng Ngọc – Hương Giang
  • 2. BRAND ACTIVATION DEFINITION What is brand activation? Brand activation or brand engagement is the marketing process to bring a brand to life through a variety of brand experiences, coming after planning and strategies. Brand activation generates consumer interest toward brand when allowing consumer to try a product or experience service Brand activation should be: Activatable Relevance to consumer Value for consumer Sympathy Relative simplicity Brand Activation campaigns take many forms and may involve some, or all of the following: Consumer promotions Experiential Marketing Digital campaigns Shopper Marketing Sampling campaigns
  • 3. BRAND ACTIVATION DEFINITION Example A giant promotional beach shower that looks like a Sprite machine was taken to popular beaches worldwide, including ones in Brazil and Israel ANZ GAYTM The bank commissioned artists to transform ten of the bank’s ATMs around Sydney into GAYTM's. The end result is a spectacular array of colours, patterns and sequins and lots of positive PR Sprite Shower
  • 4. Role of Brand activation Convey your positioning using brand activation BRAND ACTIVATION DEFINITION Build consumer trust with brand Increases your brand salience, trial, share. Helps in revitalizing a brand. Brand activation can elicit customer insights as people interact with the brand. Brand Activation Evaluation Connected (Brand Activation should be considered as a vital part of the overall marketing approach, or marketing mix, and not a standalone discipline) Flexible and Amplify (Campaigns may need to be tweaked or changed to suit market conditions and due to this testing is a great way to sound out a campaign before a national rollout) Budget Intense (Consider which tactic will get you the best return on investment based on the campaign objectives.) Effectiveness (It’s not all about sales. Brand Activation campaigns can generate trial, awareness, brand switching and brand loyalty. It’s all about employing the right tactics.)
  • 5. BRAND ACTIVATION PLATFORM DEFINITION What is brand activation platform? Brand activation platform is a physical or emotional space in consumers’ lives that enables the brand to interact in a distinct and meaningful way Brand Activation Platform Evaluation Actionable Relevant (to consumer) Promote brand Uniqueness
  • 6. EXAMPLE OF COCA COLA VIETNAM ACTIVATION ACTIVATION PLATFORM SHARE HAPPINESS TO COMMUNITY BRAND ACTIVATION IDEA 1: HAPPY TRUCK (https://www.youtube.com/watch?v= gfM9rIhxieU) BRAND ACTIVATION IDEA 2: COKE DANCING MACHINE (https://www.youtube.com/watch?v=fN LjaRgNQsU&hd=1) BRAND ACTIVATION IDEA 3: 2nd LIFE (https://www.youtube.com/watch?v=I _A4GCxiJ0U)
  • 7. EXAMPLE OF COCA COLA VIETNAM ACTIVATION Attribute promoting: Happiness from coke, sharing and bringing happiness all over the place Activities: + Coke truck parks at several places where a lot of people gather, or people who have “less happiness” (poor areas). + People push in button and receive “surprising gifts” from Coke ACTIVATION 1: HAPPY TRUCKS
  • 8. EXAMPLE OF COCA COLA VIETNAM ACTIVATION Attribute promoting: Friends share happiness together as they work together Activities: + 2 people help to push a “relatively high” button to get 2 cokes for price of 1. + They need to work together and share together. ACTIVATION 2: COKE DANCING MACHINE
  • 9. EXAMPLE OF COCA COLA VIETNAM ACTIVATION Attribute promoting: People share happiness from recycling Coke bottles Activities: + People exchange the Coke cap to reuse Coke bottles in different ways. ACTIVATION 3: 2nd LIFE