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When the first national Lockdown hit, experiential advertising was forced into an about-turn – with face-to-face opportunities impossible, brands moved to digital activation to connect with audiences. After a year-and-a-half of restrictions, the UK is returning to some semblance of normality. But what is the future for experiential advertising? Activation Account Director Tamsin Ackerman explores the merits of real world brand engagements.
2020 – the year carefully considered brand plans were thrown out of the window and we all learnt to adapt (quickly…with a side portion of ongoing flexibility making sure we were reading the nation and adhering to ever changing restrictions).
For those brands where product trial and engagement were still key objectives, we were able to implement integrated plans which mirrored the changing shopper behaviours, trends and mood of the nation.
On-pack promotions, digital engagements & shopper marketing activations (both on and offline) saw a rise. But of course, experiential & sampling campaigns took a back seat, the question now remains, will they and should they make a come back?
Whether it’s a fully branded event, a sampling campaign or a pop-up, real-world brand engagements have so much potential to deepen relationships, cut through and enhance a moment. From the conversations we’re having with Clients to the social and industry trends we’re observing, there’s a lot of interest in face-to-face activation as social restrictions lift.
Tamsin has been working in the world of Activation for over 10 years, highlights include running Wrigley’s largest ever on-pack promotion, delivering behavioural change festival campaigns for WKD, helping Jager to stand out in the on and off-trade and guiding Rodda’s to make the most of new and evolving digital shopper platforms. She’s passionate about understanding the people behind the consumer – adding real value at time of need - and using data to drive brand plans that result in action.
Read about how we quickly turned planned real-world activation into digital experience for Barilla, and ran an on-pack promotion for Golden Wonder which gave the locked-down consumer the joy of Deliveroo. For more information on how we can drive success for your brand through activation, contact Sharzeen Aman, New Business Manager.