Engaging with the end consumer is an art and not many companies can hit the right notes at advertising their offerings. In fact some of them are so off-the-note that they are voted as the ‘most annoying campaign of the year’ and have to switch to an all-instrumental background score on Spotify! On the other hand, experiential campaigns can be a winner with the crowd. A recent flashmob celebrated homecoming at an airport’s international terminal, bringing tears of joy to the masses.
Appealing to the absentees of the experiential activity is no easy feat. Choice of channel, air times and the media space are quintessential for successful propagation of the marketing activity across media. While some campaigns employ opera singers or famous international stars (famous internationally, in a single nation!) supporting a comparison site, OR anorexic supermodels exercising by Swiss lakesides propagating low calorie yogurts (more…)