Post on 15-May-2015
description
The process to create experiences that get people to think, feel, sense act and relate to the brand, which leads to conversation value and brand advocacy.
Principles:
+ win attention and involvement
+ deliver ideas that genuinely motivate consumers
+ bring the spirit of brand into consumer life in distinctive way through experiences
DEFINITION
DEFINITION
Advertising
- Making brand promise- Can only express a value proposition and it’s often quite illusory & intangible
Activation
- Delivering the promise- Engage the consumer, provide
real value and drive them to take action
The below the lines
Most of the time are sales oriented
Activation
A tool to build brand through relevant and meaningful interaction with its target consumers
ACTIVATION=
how to
DEFINITION
PLATFORM
A physical or emotional space in consumer life
that enables the brand to interact in a distinctive
and meaningful way
Broad enough to open up massive opportunities for
long-term marketing success
BUT
Not go very far from the brand essence
IDEA
Create theme/concept from platform that can work
across the channel to achieve the
brand’s marketing and
communication objectives
CHANNELMethod or system for communication & distribution
PLATFORM
IDEA
CHANNELchoose a rich land
andenjoy the farming!
CASE STUDY
Brand positioning – Core Promise
Heineken – A proud, independent, global brewer committed to surprising and exciting consumers everywhere
Brand Communication
Open your World
CASE STUDY
Platform: Enjoy Heineken Responsibly
IdeaDance More Drink Slow
Channel
Event &campaign film: The Experiment
Social Media: Facebook, Twitter, Youtube
TV Spot: The Sunrise
Media: Save My Night
IdeaSwiss Street
Parade
IdeaST. Lucian
Water Break
NGUYỄN PHƯƠNG VINGUYỄN HOÀNG LÂN