You hear – you forget, you see – you remember! Considering the very same slant it won’t be wrong to say that experiential form has established a benchmark in the marketing industry. In today’s scenario experiential activities are not just limited to OOH campaigns and installations. Several brands are exploring and investing in innovative and experiential in-store activities, providing in-house brand experience.
People memorize and speak about their experiences and if we are able to bring them good ones, they’ll eventually become a believer; a beaker of blessing, helping generate brand loyalty.
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Puma and Studio.J, Bangalore launched their Motorsport collections, visual merchandise with official licensed products from BMW, Ferrari and Mercedes Benz, aiming to create something out of the box that grabs customer attention at a go. The campaign was executed in a larger than life capacity. 3D interactive installation at the window of the store with a 9 feet speedometer that had LED lights was set up. Acrylic cut 3D letters with an inbuilt motor as well as the Puma Ferrari retail shoes were used in the fringe of the speedometer, as in the logo. The mannequins were dressed with motor sport merchandise. Race track graphics on the floors, Ferrari car in red acrylic and motor sport cat in 3D were arranged with the idea of bringing in the essence of F1 sport live on ground within the store. All these elements together showcased an experiential window, with a giveaway in the form of a memory to the onlookers.
Min Chang, President –Asia Pacific at Diversified Agency Services, a division of Omnicom Group said:
“It is such a large umbrella. Consumers may not respond to traditional conversation anymore, so you can start with in-store event and activation instead of a TVC; it is more cost effective with social media integration.”
A creative and personalized color experience and solution called “Color Cloud” created by Fitch was offered by Asian Paints Color Store: Color Cloud Façade Delhi, India in alliance with Mudra Group, New Delhi. The remarkable lighting installation invited patrons to step on a color bar, which then fills the cloud and the entire store with the particular color. Both the cloud and facade were connected to an inner controller and motion sensor that changed its color when pressed or stepped on it. The customer interaction along with a live experience of what color could do to their homes was offered without even having them to buy a pinch of paint. Guests used RFID “color cards” to collect their ideas with a takeaway of home color magazine. A full range of Asian Paints collection was also displayed; customers could choose the desired combination and visualize their ideas in front of them in just a step.
Mumbai based Design Deck associated with SVG, a home furnishing fabric manufacturer where a 49 sq m stand was built to promote and showcase their collection of products along with branding of their retail brand ‘Karma’. Three of their collection lines – Royal, Natural Eco-Friendly and Abstract were displayed with a creative experiential touch. Special catalogue books were accessible to the visitors along with the provision of trying hands on within the stand for product screening. The stand was fabricated and designed to attract consumers and build a connection with its clientele.
Another name in this experiential list is Ishana Experience Centre, an ‘experiential’ retail destination at the T3 departure terminal, IGI International Airport, New Delhi Providing services like ayurvedic sessions, astrology, palm reading, music performances and live dances, mehendi application, live craft demonstration along with express spa treatment. Healthy snacks were served keeping in mind the theme. Indian music were also played by live musicians as well folk dances were performed. Free consultation with doctors regarding health was also available. Indian sweet and spices were also given to customers that they could take home. Focusing on the fact, Dhruv Kalra, Marketing Director at Vibgyor Brand Services said:
“Advertising is limited in scope. Brands are looking for experiences that can create a lasting impact on their consumers and activations are helping them do just that.”
Creative and innovative structures; adding to them an experiential touch is what a brand needs. In recent years, marketers from every sector, from clothes to cars and movies to housing have been aiming to make their brand presence substantial in consumers’ lives.
“Clients are hungry for innovative ideas and engagement, if you can show value in your approach or an idea; they are willing to take that on.” Says Min Chang, President –Asia Pacific at DAS.
Experiential activities of all sorts let people participate, touch and feel; visualize, remember and take back memories. So it will not be a bad move to start investing in an in-store experience, as connecting with people will pay dividends in the long run.
