Many global brands run the same brand campaign across
different regions to maintain brand consistency. It is cost effective, strengthens
visual identity and messaging across regions. But do you think that big global launch
campaigns are like one way traffic? Can they be made more engaging?
Most of the global campaigns succeed in creating a buzz
around their latest offering with a brilliant creative execution and buying the
most expensive media to deliver the message. However there are few brands who
do not believe in just spending all their marketing budgets on creating a
expensive ad for TV, Print, YouTube and other channels. In the recent past,
there have been some amazing integrated activities, which have delivered the
true experience of the product or service to the consumer in their comfort
zone. This increases the relative connect with the brand, while nudging the
audience to interact with the brand.
A smartly executed IMC can make a huge difference in the way
the target audience interacts with the brand. It is the moment of truth when
you urge the viewer of a television commercial to use shazam to download the brand tune as a mobile
ringtone; Use the QR code scanner to connect to check the offer on the online
shopping website, which is advertised in the newspaper ad. Alternatively, just
download videos or music content related to the product using Bluetooth/ Wifi /
NFC content from the nearest outdoor signage.
Pepsi ad with Shazam
So far, electronic media has been successful in imparting
the brand communication through interesting television, radio and print ads.
However, the consumer has evolved and the consumption pattern of communication
has evolved too. The brands who are adapting fast to the latest technology
trends to develop truly integrated digital campaigns are the ones who are being
talked about in the online space. These brands are not trying to sell another
product but are instead trying to engage another customer in an interesting
manner. This is why it is important to offer the virtual tangibility using the
new media like augmented reality, QR codes or 3D. These mediums reduce the gap and
the time it takes for the consumer to actually see the product in the retail
environment by experiencing the product or service through virtual interaction.
National Geographich Augmented Reality aCTIVATION
Cannes advertising festival is
the ultimate showcase of how creative minds can develop campaigns that work on
all verticals with seamless integration. Therefore, it is first very important
to understand the benefits and take outs of the various digital technologies
and the social media platforms. By understanding,
the potential of the various applications of the digital technology one can
create a “wow” moment using an integrated approach. Therefore, digital integration
of interactive application can create immediate engagement that could create a
stronger impression on the consumer.
