For many advertisers, traditional mass media campaigns are not sufficient anymore to get audiences to symphatize with the brand. Nowadays, a growing number of brands try to become ‘a living part’ of relevant scenes or communities.
For a number years, major US brands believed linking themselves to the trendy Latino scene in the US could help them gain credibility amongst more mainstream audiences. But it could also work the other way around. Major brands using non-traditional forms of communications with the objective of bridging the gap between their brands and specific communities, simply because mainstream advertising does not do the whole job.
The Amsterdam based TBWA\Brand Experience Company defines brand experiences as ‘bringing brands alive and creating live contacts with the target audience.’
Brand experiences could be developed as concepts to be placed within existing events, such as the London Notting Hill Carnival, or as seperate events to attract specific target audiences, such as the Nike Panna Knock Out and Nike Joga Bonito, football events developed by Nike and appealing to many young street football players.
Brand experiences do not always have to be developed as a ‘live event.’ For a number of years, Western Union Money Transfer produced Western Union World Football, a TV show programmed in over 100 countries around the world. Western Union World Football was about African, Asian, Latin American or Eastern European football players contracted by football teams outside their country of birth. Indirectly, the program focussed on Westen Union’s familiy values by portraying footballers who were sending money home to family and friends.
Whatever the form of brand experience most relevant to your organisation and target audience, TransCity will assist you in developing brand experiences based on the core values of your brand.
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