Coke's - pedal your way to a discount & fitness activation.

The more you pedal the higher the discount. Coca-Cola Chile wants you to burn off a few calories. And then, presumably, cool down with a refreshing Coca-Cola. 

I liked the engagement idea, but somehow did not find the idea connecting with a the brand and felt it to be too much of a force fit.

Also trying to access if it was custom created for awards or was done on scale.

 

Consumer activation in the traditional last mile.

As against at modern trade outlets, undertaking brand activations at traditional trade outlets is tough to undertake and even more difficult to measure for impact and ROI.

AaramShop can not just help your strategize with creation of last mile campaigns, but also undertake the comprehensive program, including reaching-out to partner retailers, rolling-out consumer engagement and measuring the impact of your marketing initiative. 

We have fine-tuned our solutions to specifically engage with independently owned, A category, neighborhood outlets. It is with these outlets that we help drive tertiary sales for your brands. Our on-ground activations are backed up with digital initiatives to ensure that your product gets into the shopping list of consumers.

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S Oil "Here" Activation - thumbs up.

Simple but powerful thought. Well executed, well crafted for awards ;-)

The Naked Espresso.

Loved the idea of unwrapping the core of the Espresso Machine to give individual identity to each poured cup. 

And suddenly your coffee has got character.  

In an aim to challenge Australians perception of the brand and position Breville and it’s Dual Boiler in a complex opinionated premium espresso market, Reborn (the agency) needed to highlight the premium features and specification of the espresso machine. 

BTL trends in Russia.

Please read the recent report in The Global Marketer here.

The last mile just got longer!

The one-way, one-message-for-all, top-down brand communication format is on the way out and we need to find a more interesting way of igniting conversations between corporations and consumers.

Storytelling for brands is not just about the images and words. It is about everything you do that touches your prospects and customers. Narrating the brand story through activation is a process of engaging the prospect in an experience about the brand – at consumer touchpoint(s) and with their permission – to positively influence their brand preference and ensure a change in behaviour towards that brand for a lifetime.

The brand experience is fundamental and critical for a couple of reasons. Here are 5 of them;

1. Consumers no longer believe commercial messages. End of story. Read More HERE

2. A consumer’s source of information, research, evaluation and influence are not led by an organisation or brand. Read More HERE

3. The central idea of the campaign has become more important than the media used. The campaign idea needs to create the ripples which should take a life of their own. Read More HERE

4. Brand activation brings with it a large extent of measurability. Read More HERE

5. The customer’s experience with the brand throughout its lifetime will drive the future. Marketers increasingly need to look at extending their roles throughout the lifecycle of the product to ensure future purchases. Read More HERE

The last mile just got longer! Contd..3

3. The central idea of the campaign has become more important than the media used. The campaign idea needs to create the ripples which should take a life of their own.

It is important to create seamless messages and experiences at every touchpoint throughout the path to a purchase. No longer is it possible for a brand owner to look at the TVC and its messages in isolation or within that specific media silo. The brand owner needs to understand how the message will be translated at every consumer touchpoint, be it across sales channels, in the last mile, on the web or the TVC.

In Asia, this comes with its own challenges. Asia is diverse, multicultural, multiethnic and multilingual. The task of ensuring seamless brand communication and its amplification across media formats, across on-ground activation formats and across the online space, is critical.

4. Brand activation brings with it a large extent of measurability.

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The last mile just got longer! Contd..5

5. The customer’s experience with the brand throughout its lifetime will drive the future. Marketers increasingly need to look at extending their roles throughout the lifecycle of the product to ensure future purchases.

Cute brand messaging will need to be extended to laborious number crunching and analysis. Customer relationship management will be important not only in the high value B2B businesses scenario but also in the low product value (read low brand switching costs) B2C scenario. Re-purchase has become the new and critical benchmark to monitor brand marketing success.

The role of the marketer is growing and is going to be far more revenue-led than in the past. No longer is it considered enough to create fantastic brand experiences pre-purchase, or even to ensure conversion at the purchase point. In fact, that is just the beginning. The last mile just got a lot longer.

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