The COVID-19 pandemic drastically altered the way we designed memorable, emotional connections between consumers and brands. From 2020 to early 2022, with lockdowns and social distancing measures in place, traditional in-person marketing methods were overhauled.
Luckily, it’s all changed again and today, post-pandemic, investing in memorable on-ground brand activations has popular again. But now they incorporate the learnings of the Covid era.
In 2022, Mango reconnected with audiences we hadn’t been able to reach physically in a very long time. To do this meaningfully, we championed interactive and immersive experiences that ultimately brought brands directly to the people. And for us, vehicle led on-ground brand activations were a great way to facilitate this reconnection. Our experience last year showed that they are still one of the best ways to emotionally connect brands and consumers, especially when geographical spread is a key objective.
When designed well, mobile executions work their socks off as the vehicle encompasses many facets - the transportation method, the activation hub, the asset holder, and they work 24 hours a day – not just when the activation is live. An eye-catching design with clean and clear messaging on the vehicle provides a moving billboard.
Mobile trucks provide the opportunity for one set up, off-site and in one place, meaning a streamlined build process in a controlled environment. Then, they allow you to drive onsite and be ready to go within minutes. If multiple executions are needed, it can be a super-efficient way to save on time and resource for packing in and out.
Vehicle on-ground brand activations can’t rely entirely on the truck component alone. Consideration and design of the environment sits within is just as important. You want to attract people, hold their attention and increase the dwell time every time.
These activations provide the opportunity to venture outside of the main city centres, where brands traditionally focus their activity, and connect with our audience at festivals, gigs, events and in those hotspots outside of Auckland, Wellington and Christchurch, especially in summer They allow us to do multiple executions in quick succession and show up where are audience is, when they have time and brain space to interact. This summer, despite all the terrible weather disruptions, Mango has successfully delivered vehicle roadshows around the country for Steinlager, McDonald’s and Speights
When designing and executing on-ground activations in this new environment, here are five significant changes that should influence your strategy:
While all of these factors can help lead safe, more socially responsible activations first and foremost, these considerations have influenced more mature activation design and planning which ultimately has meant better integrated and supported campaigns by the entirety of the marketing mix.
While factors outside our control dented the experiential climate, it’s safe to say that brand activations that touch consumers are back with renewed energy and engagement.