Ultimately, the goal, as with any marketing activity, is about improving business, in all aspects. Your brand gets to form a favourable, ‘real-life’ connection with the customer. A brand activation campaign is made up of various activation-points, each with a role and purpose to play, and they work together to ensure one thing: optimised ROI.īrand Activation creates a two-way effect, where the audience is more willing to engage and associate with your brand, because of the built-in gratification or value of the activation activity.

It’s like a guy who tries to court a girl, by winning her heart through consistent affection, frequent engagements and lots of attention, instead of just the occasional words and flowers.

It attracts, engages and satisfies the specific consumers based on their shared motivation, while at the same ‘expresses’ the core brand message (brand value or product highlight) in a not so docile and emotionless manner. Brand Activation campaigns help transform the product benefit or brand promise into a tangible experience and emotional feeling. Consumers require a Reason to Believe (RTB) prior to a purchase decision, and brand activation campaigns are engineered to impress and convince. Brand Activation does the job of starting the ideal ‘courtship’ or reinforcing an on-going relationship between your brand and your customers, by fueling more excitement and giving more reasons for the purchase.

Digital activations ideas