Experiment with Experiential.

Innovate or die - The mantra of the never-been-more complex advertising world. With the arrival of fresh emerging media and 360 degree communication, ensuring your brand does not lose its connection with the consumer has never been tougher. Brand managers and marketers have a new buzzword. Brand experience is the new black!

The only aim is to step outside the mass media setting. Brand managers are constantly looking for innovation and out-of-the box ideas and traditional ways of marketing have certain limitations. Traditional media may create brand recall, but today are not enough to sustain a brand.

Saffola took a unique path to celebrate the world heart day. The registrants who could register via SMS did not only receive a coupon for a free cholesterol check but also literature seeking to educate the consumer about heart health and care.



Needless to say the brand made more than a recall point. Everyday we experience a new strategy that makes more than an impression.

A more recent campaign being Nivea MTV What's Your Sport!, engaging participants in fun activities while at work or college. Reinforcing the essence of Nivea deodorant that gives consumers the confidence to do just about anything – anywhere.

photo - agencyfaqs.com

Experiential has moved beyond free samples and testers. It’s about communicating the essence of the brand with a more personalized, memorable experience.

My favourite experiment with experiential is the launch of Absolut Cut in Australia. Not for the love of the Swedish Spirit ;) but for mere execution! To launch its new product Absolut Cut, the brand leased two bars in Sydney and Melbourne, got a party rolling and put photo exhibitions. Visitor to these bars received a bottle of Absolut Cut and an opportunity to contribute their photos to the exhibit thus establishing a viral element.

The idea - consumers are left feeling empowered and important. The gains to the brand just follow.