These days, it's important to find strategies that combine modernity, innovation and originality to arouse the interest of increasingly demanding consumers. For product launches or to boost brand visibility, there's what's known as event activation. What is it, and what are the benefits? Find out in this article.

What is brand activation?

Brand activation is an event or campaign during which a company aims to increase the awareness, visibility and attachment of the target audience to a brand or product. The event is interactive, to forge lasting relationships between the brand and potential customers.

Brand activation requires a well-defined action plan. This will detail all the interactions and content that will represent the identity of the brand in question. Your aim is to impress and engage your audience.

What are the strengths of brand activation?

Here are the main benefits of brand activation:

• Strengthening brand and customer relationships;
• Increasing brand awareness and engagement;
• Opportunity to generate positive ROI;
• Increasing repurchase rates;
• Achieving measurable results;
• Opportunity to collect customer data;
• Strengthening companies' brand position in the market;
• Reducing the cost of other marketing activities;
• Stimulating consumer action;
• Enhancing the brand experience.

Some examples of brand activation

There are a wide variety of different brand activation strategies. Here are some of the most effective ones used by modern companies.

Experiential marketing

This is a strategy designed to create feelings and emotions in potential customers, so that they are not insensitive to your brand. Experiential marketing allows you to create immersive, interactive experiences that highlight your company's values. This will create engagement and connect with the audience, with a view to arousing their interest.

Thanks to technological developments, experiential marketing campaigns are increasingly exploiting virtual and augmented reality. A concrete example of this type of brand activation is that used by LG. To promote its new models of IPS LED monitors, the brand integrated them into the floor of an elevator. As people enter, the floor seems to collapse beneath their feet. The impression is so real, thanks to the quality resolution of the monitors. The public's reaction to this experience has contributed to sales success.