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THE MADIA JUNE 2018

ACTIVATIONS Ac tivations are al about emotion Festivals and events in Africa make a great space for brand activations, enhancing consumer experiences and delivering excellent return on investment, IZA GREK reports. By expert acc ounts, Africa has gone big on activations with audiences demanding brand experiences. The greater the emotional response, the more the brand is enjoyed. “It’s a type of strategy that engages an audience with a reallife invitation to engage with and experience a brand and what it represents. It is participatory, hands-on and tangible,” says Wandile Setlhodi, JCDecaux’s head of marketing in Sub-Saharan Africa. Festivals and events in Africa make a great space for experiential brand activations, says Setlhodi. “Experiential marketing at brand activations assists in crafting memorable consumer experiences. The goal is to enhance these and add a new dimension to activations. Innovative billboards also create a disruptive, long lasting impression and impact.” Techniques for impactful activations include experiential marketing using gamification, digital enhancements and social media integration. Planning is vital The most important part of an activation is the planning, says Mitch Bowker, COO of Jawbone. “The planning needs to be aligned to the objective for the brand being activated. Activations form an important part of the marketing mix for a brand and product; activations are where your brand marketing and trade marketing come together and can achieve real results.” Setlhodi adds, “People are curious and playful, so experiential activations offer an emotional connection between the consumer and the brand.” Bowker explains, “Techniques for impactful activations include experiential marketing using gamification, digital enhancements and social media integration. Ultimately the more emotion you can invoke, the more impactful the activation.” ProActive’s head of sales for Africa, Peter Kohlöffel, believes you should anticipate the outcome. “In Africa we have found that the more interactive an activation the better, for instance with our Shoppa Show platform, or a face to face in-store activation. However, no matter what kind of activation platform, there needs to be clear direction as to what the actual objectives are.” The Media | wagthedog.co.za P 47


THE MADIA JUNE 2018
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