LOGO

Marketing communications is a churning conveyor belt without an ‘off’ button. Much of it is a blurry saturated layer that runs parallel to our fast paced lives. It’s pasted across our streets, it ejects out of our TVs and shrieks at us from the Facebook sidelines.

It’s tough to cut through that blur, to make a message heard, loud and clear.

Brands need to think outside the written word, the printed image, the Facebook engagement. It is live Experiences that really cut through.

Following a call-to-action, a consumer makes a conscious decision to experience an Experience – you’re halfway there. And most consumers (not the lazy, dull ones) have a genuine desire to be part of a happening, to be the person who was there at that moment, and to boast about it after.

It is this opportunity, be it an event, an installation or an experience that allows brands to engage all the senses of the audience, not just the eyes and ears in the traditional ad way. Via touchy-feely interactions, spatial and interior design, sound design, smell, awe-striking visuals (be it projections, lighting design, a physical installation etc), integrated digital activations, and even taste, a brand can completely grip a consumer in its own, self-designed, self-controlled environment. For that period of time, the consumer is completely at the beck and call of the brand. And it’s up to the brand how long it engages the consumer for – this comes down to how well it engages, or just how long it wants to engage depending on desired throughput.

A brand can create meaning within the environment it’s created. It can create a mood, an atmosphere, an emotional state it wants the consumer to feel, to be immersed in. It can manipulate a customer’s journey, curate its own story, its own brand experience.

The creative process is the same: a brand draws on insights from/about its target audience, sets a strategic platform, develops a big idea, then evolves it and executes its creative manifestations. With Experiences, a brand can stretch out its arms into the 3D, physical space, out to endless possibilities within a live world. It can even take the opportunity to explore and push its own brand boundaries, to venture into a realm and dimension it hadn’t previously expressed itself within.

That’s how to captivate a consumer. And to capture their imagination.

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