From secret gardens in city squares to themed barges drifting along the canals, this summer the capital had a raft of brand experiences open up to delight Londoners and add a new, seasonal twist to the city’s drinking and dining offer.
Head of Audience Engagement at Campaign, Yasmin Arrigo, shares her key takeaways from some of the coolest brand activations of 2017...
From Aperol’s rooftop sundown sessions to the famed House of Peroni, drinks brands created bespoke experiences to bring their target audience in to their own beautifully curated and fully branded environment. And the complement to London’s existing nightlife shows little sign of abating.
Earlier this month, Campari took over a narrowboat on Regent's Canal, encouraging a new audience to sample the Italian aperitif. But it isn’t merely drinks brands exploring the power of brand experiences. When Easyjet threw open the doors to its Dutch-inspired pop-up café, it welcomed in ‘generation Easyjet’ to experience a different culture and inspire them to visit the Netherlands.
Add to this the rapidly developing realm of branded entertainment, where customers and fans are rewarded with film, music and exclusive gigs, often in a bid to target certain customer profiles. Dr. Martens did exactly that with the creation of a roadside movable music experience for its inaugural UK 'Stand for Something' tour, with artists performing inside a steel shipping container.
But how can these consumer experiences inform and inspire an approach to corporate event planning?
Firstly, by identifying new and potential growth areas within a target audience and being ambitious with that approach. Dr. Martens chose three targeted customer profiles to focus on and developed a compelling proposition for each.
Secondly, focusing on customer engagement at every touchpoint – stepping inside Easyjet’s recent pop-up, visitors received a very gentle bombardment of brand messaging and interactivity, in the form of Dutch art masterpieces created with sprinkles, the offer of a sprinkles manicure and the destination’s skyline dominating the background. The brand ensured that its message was clear and displayed creatively at every touchpoint.
And most crucially, telling your brand’s story authentically – be it on stage at an internal conference or channel. Campari’s latest live foray underpinned the brand’s commitment to its Italian heritage, while welcoming in a new audience to understand and trust the brand. So if you are seeking creative inspiration for your next event, just head out to the capital and explore, as across London brands are delivering engaging live experiences, eager to share their stories.