Experiences May Not Be Always Measurable But Their Impact Is Undeniable

The experiential marketing industry has made a big comeback post covid. Brands are increasingly realising the most effective way to turn customers into brand loyalists is by providing them with immersive experiences. Sameer Tobaccowala, CEO Shobiz Havas, who is a thought leader in the experiential space recently spoke to BW Applause and Everything Experiential about creating compelling experiences and more.

EXCERPTS 

The experiential industry was one of the most badly hit industries during the pandemic. Despite that, Shobiz Havas has been doing some great work with some of the biggest brands. How have things been for you? As an industry where do you think are things headed? 

  Yes, the experiential industry was one of the hardest hit. It was daunting for us because all confirmed business was cancelled in a very short period of time.  As a wise man once observed, For the resolute and determined, there is time and opportunity.' We did the same, all 270 of us, stubborn and resolute in our belief that we will conquer these difficult times together.  

As a result, we emerged unscathed, confident, and successful from the pandemic. Today, the experiential industry is thriving, and the future holds enormous promise. Humans engage when they encounter something new, when they consume entertainment or attend events; it's an intrinsic tendency that marketers are increasingly recognising. 

How did Shobiz Havas innovate during and after the pandemic to minimize the impact, considering the industry was so badly hit back then? 

We felt the need to interact with our clients and understand how they are holding up. In the process of these conversations, we gained several insights which led to the development of our virtual platform, which allows clients to host their events virtually while keeping both their audiences and staff interested.  

 We had the skill, and we capitalised on it by not laying off anyone, and instead directing their experience into building a totally customizable platform called NEXUS, which enabled us to deliver small and large format virtual events for a variety of clients.  We've always maintained long-term connections with the majority of our clients, and we continue to do so today. Aside from our workforce's resilience, the irreplaceable connection we have with our clients was pivotal to withstanding wave after wave. 

Shobiz’s acquisition by Havas Group India happened right before the pandemic. How did it help the organization minimize the impact of the pandemic on business? How has it also helped you scale up your business? 

 Our acquisition by Havas India was obviously beneficial for us. While other agencies were laying off employees and even closing entire experiential divisions, Havas India chose to believe in us as a brand, respecting our legacy and appreciating our efforts.  Their support was critical to boosting our confidence and unlocking our potential, and as a result, we thrived. 

 What sort of growth have you witnessed since then? 

 Thanks to the undying commitment of our workforce, and the continual integration efforts at Havas’ level, we’ve witnessed exponential growth since the pandemic waned. In fact, when the situation started getting back to normal and businesses were back in full force, we were one among very few agencies with all our office set-ups and staff intact. As a result, we were ready, geared up and primed to make most of the surge in demand for experiential services once things opened up. 

 What would you say is helping you differentiate yourself in the industry? 

 You could say, we have several things going for us. Other than the creative edge we bring, clients also realize the legacy and robustness of our set up. We deliver seamlessly across formats and mediums – on ground, hybrid and virtual. We have multiple office locations in India, and the ability to execute worldwide. Additionally, the core of our organization has remained the same for decades now, in terms of workforce, so it’s natural for clients to have increased confidence and trust in us and our abilities to execute. Furthermore, being part of a village ecosystem at Havas India, there’s additional value we bring, in terms of both, experience and expertise.  

Some marketers have reservations about measuring impact of experience and activations, how are you convincing such marketers about the power of experiential? 

  Well, some marketers are reserved, whereas others are prolific. It eventually boils down to their collective psyche. Some like to play it safe and stick to digital where the system is clearly quantifiable and offers analytics in terms of eyeballs and impressions. Then there are others who believe in giving their target audiences unforgettable experiences - ones that they’ll remember and share for a lifetime. They may or may not be measurable, but their impact is undeniable. We certainly can allay scepticism beheld by marketers by offering any or all metrics that are possible within the universe of experiential but that leap of faith is theirs to take.    

 Where do you think the future of Shobiz Havas’ growth will come from? What are a few key areas of focus going forward? 

 The way things are poised currently, we anticipate growth from various areas. Integration as I’ve mentioned earlier is currently a key focus area of Havas. The group as a whole has a range of clients that we haven’t had a chance to tap, and hence integration will open avenues for all the group companies. For instance, Havas is big on health as a sector, however, we’ve been scarce is that area. We are confident that with a targeted integration plan, our scope in that space will widen substantially.   

What would you call your most compelling work over the last one year?

If I have to list down, it will include:

ONE PLUS 11 LAUNCH

Shobiz Havas successfully organized the OnePlus 11 launch event on February 7th, 2023, at the GMR ground in Delhi, India. The event attracted over 3,000 attendees, including media representatives and Red Cable Club members, and provided an immersive showcase of the brand's latest offerings. The Cloud 11 event stood out as this year's biggest tech product launch, featuring a comprehensive experience center that highlighted the OnePlus 11 5G smartphone and showcased the brand's commitment to innovation. The event's ticketed nature and the rapid sell-out of passes demonstrated the remarkable enthusiasm and loyalty of OnePlus fans. Furthermore, the event was live-streamed on social media platforms, reaching over 3 million views and solidifying OnePlus' position as a technology industry leader. Shobiz Havas flawlessly executed the event, creating interactive demo zones, photo displays, and engaging touchpoints that left attendees inspired and energized by the incredible experience.

HYUNDAI AUTO EXPO:

Shobiz Havas organized the recent exhibition for Hyundai at the Auto Expo 2023, which took place from the 11th to the 18th of January. Hyundai India used the platform to launch its second electric offering in the country, the highly anticipated Hyundai Ioniq 5. The experience saw a turnout of over 6 lakh over 5 days.

 The exhibition was a testament to the future of mobility, with a strong emphasis on electrification and sustainability. The Ioniq 5 was launched amidst much fanfare and excitement, with brand ambassador Shah Rukh Khan in attendance to add to the occasion.

 At the exhibition, we had the privilege of showcasing the Ioniq 5 and its cutting-edge features and technologies, including its electric powertrain, spacious and premium interior, and advanced safety features. The electric SUV was met with great interest and admiration from attendees, who were able to take a closer look at the vehicle.

 In addition to the Ioniq 5 launch, we organized a unique and immersive experience for attendees. With various engaging activities and showcases, we aimed to provide a holistic view of Hyundai's commitment to innovation and sustainability. From virtual reality simulations to interactive displays, Shobiz Havas created an unforgettable experience for all attendees.

VMware Explore 2023 India

 VMWARE EXPLORE 2023 India – was the first global flagship event held in India on April 11–12 2023, at Jio World Centre, Mumbai.

 An exclusive & invite–only event, VMware Explore 2023 was a massive two-day success program dedicated to potential customers and existing partners, with an aim to encourage them to explore multiple new possibilities with VMware multi-cloud universe.

 With 4000+ attendees, 70+ curated sessions, plentiful external speakers, VMware Explore was an especially curated line-up of best-in-industry expert discussions, significant 1:1 sessions and empowering tech-talks and Q & A with VMware product experts, inspiring use-case success stories and customer studio visits.

 What is your vision for Shobiz Havas? 

 My vision is to create unforgettable experiences that inspire, educate, and entertain our target audiences, helping marketers derive maximum value from their campaigns.