Experientials pack a powerful punch. There is no better way to drive brand awareness, or deliver a memory, shape public opinion or increase awareness around an issue. When done properly, experiential marketing’s greatest strength is its ability to reach out and directly make a personal connection.
David Moth of econsultancy sums it up perfectly…
“The premise of experiential marketing is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.”
Creating a bond encourages brand loyalty and positive emotions, and ultimately further sales. But when applied to a cause or a charity the results can be incredible – generating huge donations as well as changing public perception.
The aim of Havas Chicago’s #CheckYoself campaign was to raise awareness of how important it is for both women and men to self-examine their breasts, and to do it correctly. To achieve this, they filled their lobby with 3-foot-tall latex boob shaped balloons and invited passers-by to play in them. They also provided posters with tips on the best ways to check breasts.
We can make a difference – every one of us, just by rememberinng to do the small things such as recycling and turning taps off when brushing our teeth. To increase participation in earth hour; a global movement to fight climate change that encouraged to turn off their lights for an hour – WWF Korea came up with a fun experiential stunt. They installed a special street light in Seoul that was placed so high that nobody could reach it. Making it harder to turn off the light although seemingly a counterintuitive approach, made people pay more attention.
Google’s Impact Challenge gave power to the people of the San Francisco Bay area. They wanted to give $5.5 million to nonprofits, so they let the public decide where that money should go. People were able to cast their votes online but Google also wanted to create an unconventional and interactive experience in the bay area. They installed large, interactive posters in places like bus shelters, food trucks, and restaurant that locals could use to vote.
The charitable organisation Misereor wanted to raise awareness and increase funds for issues they are working towards resolving. Putting our bad habit of mindlessly swiping bank cards into good use, they set up digital posters in airports depicting images, such as a loaf of bread to fight hunger. The screen was equipped with a card reader, and for a small fee the image would move when someone swiped their card, simulating cutting a slice of bread.
Almost everyone will have seen this one already as it went viral when it came out last year (21 millionn views in first 5 days). The video plays on a ‘one second a day’ video format and imagines what a typical Surrey girl’s life would look like if the UK experienced conflict comparable to Syria. Its a reminder that just because the horror isn’t happening here, doesn’t mean it’s not a reality elsewhere.
Cancer Research have used virtual reality as an emotionally engaging device. They created an endless field of flowers celebrating all those who left a donation to the charity in their will. Over 100,000 flowers are featured and are visible through wearing the Occulus Rift device. The flowers powerfully evoke life, death and gratitude in one simple scene.
GE invited industry professionals to experience its Healthymagination initiative. This was a campaign to promote global healthcare solutions, especially in developing parts of the world. To help people see the impact of this campaign, movie sets were created. These represented different healthcare environments where Healthymagination work took place, such as a rural African clinic. Doctors would share their stories live in front of attendees, showing how GE’s healthcare technology played a role in that setting.
Water Aid trialed a campaign by installing videos into lockers at a swimming pool. The video asked a person if they swallowed any water during their swim. Then a personalised message telling them that the exact time they were swimming, dirty water killed one child per minute in the developing world. After that, the person is asked whether they would like to donate their £1 locker coin or have it returned.
Experientials combine the greatest creative minds with tech savvy staff & serious organisation skills of professional event organisers. To make an experitential campaign successful often requires many brand partners and organisationns working together. Liveforce can help organise experientials at live events, simplifying the scheduling experience so the impact of the campiagn is given the attention it deserves. Get in touch and try a demo today!
Photo credit: Kevin M. Gill Years After the Great Impact via photopin (license).