Creating 'sticky' and 'unforgettable' experiences for consumers is pivotal in today's competitive market. Brands strive to capture attention and foster long-lasting connections by crafting memorable interactions. These experiences, whether through immersive storytelling, personalized engagement, or innovative use of technology, leave a lasting impression, encouraging brand loyalty and advocacy. By focusing on emotional, sensory, and intellectual engagement, companies can create powerful, impactful moments that resonate with consumers.
Everything Experiential spoke to industry mavens about the evolution of ‘sticky’ and memorable experiences, the formula for creating such experiences and more.
Evolution of ‘sticky’ experiences
Consumers today are seeking more than mere engagement; they crave meaningful experiences that leave a lasting memory and establish a deep connection with brands. They prioritise user-friendly interactions that are efficient and concise, valuing quality and precision in their experiences. “Clear communication and guidance are essential, as informed, and updated consumers prefer to know what to expect and how to navigate their experiences effectively,” understands Tejpal Patpatia, Chief Operating Officer, Shobiz.
The performance of agencies is crucial in delivering these expectations, with feedback and outcomes after events being key indicators of success. Consistency and excellence in execution are paramount in earning consumer trust and satisfaction, tells Patpatia.
Vivek Lakhwara, President - LIO, Rapport India, the OOH arm of IPG Mediabrands India believes that experiences that deviate from the norm and create a memorable impact tend to stick in consumers' minds. These experiences are most effective in places with a high target audience congregation. “For instance, during our daily commutes, we often see various displays, but a unique and striking one—like a mural of a well-known personality, a virtual car emerging from a billboard, a product feature demonstrated through a game, or even sky advertising—captures our attention and becomes etched in our memory.”
First and foremost – the basics remain unchanged – the experience must ensure that the consumer (or TG) is able to interact directly with the brand in a manner that encourages brand awareness, action and brand loyalty.
Ajay Upadhyay, Director, Percept Limited explains that once that basic benchmark is achieved the stickiness emerges through the content created. “These ‘wow’ moments when a customer is actively engaging with the brand, and the desired emotional connection is being forged – these are the tipping point – when the customer himself captures and shares it.”
And all of this hinges on the ‘core creative idea’ which links the brand and the consumer. He mentions the example of when Percept Ice created a hybrid (digital + physical) experience for Hamley's Christmas celebration – enabling kids to immerse themselves into the wonderful world of Santa and Christmas. The event provided instant gratification.
Incorporating interactive technology such as Augmented Reality (AR), Virtual Reality (VR), interactive holograms or avatars helps enhance the immersive nature of the experiences designed. Leveraging cutting-edge technology can enthral audiences and create memorable moments. “But the key is the ‘creative’ which will ensure that the impression created becomes a memorable brand experience and not merely a new technology demo,” Upadhyay says.
Moreover, what truly excites consumers today is the ability to share their experiences, garner praise, and enhance their social presence. “They seek content that reflects positively on them and resonates with their social circles, driving a desire for experiences that are shareable and impactful,” Patpatia comprehends.
Furthermore, there's a positive trend towards sustainability and ethical practices among consumers. They are increasingly conscious of the environmental impact and are drawn to brands that demonstrate a commitment to sustainability, social responsibility, and ethical standards. Patpatia mentions, “Authenticity in these commitments not only builds trust but also cultivates long-term loyalty among consumers who prioritise values-aligned experiences.”
Agencies and brands that prioritise these elements can effectively engage and retain their audience in a competitive market driven by consumer values and expectations.
The apt formula
To create sticky and unforgettable experiences, the element of surprise is crucial, either in the method of delivery or the location—or both. Technology plays a significant role in enhancing these experiences. “Highlighting product benefits through engaging games, multi-taction interfaces, augmented reality, and interactive applications can make a lasting impression. Whether it's a TV serial, a mobile phone, or a car, demonstrating features in an immersive and interactive manner captivates the audience,” emphasises Lakhwara.
He brings out that during the Kumbh Mela 2019, Too Yumm! aimed to promote a message of good health. “We attempted a record for the largest oil lamp, spreading awareness about healthy eating and encouraging a pledge against fried snacks. The Ardh Kumbh Mela was the perfect occasion to build on our big idea: ‘Say no to fried snacks’. We created the world’s largest oil lamp with the message, ‘Oil is for the holy lamp, not for snacks’, setting a Guinness World Record.”
Bollywood fitness icon Sonu Sood lit the lamp, and 0.4 million snack packs were distributed among pilgrims. A virtual experience of lighting the diya of good health and taking selfies with the virtual image of brand ambassador, Virat Kohli, was offered. This initiative saw 3.5 million consumers take the digital pledge, with 0.35 million devotees pledging on-site. Our campaign reached 48.8 million consumers, significantly boosting Too Yumm’s brand equity above its competitors.
As per Patpatia, the formula is clear-cut - commit to your expertise, leverage state-of-the-art technology, and foster a culture of constant innovation. “Offer content that is not only original and contemporary but also imbued with passion and attention to detail. There are no shortcuts to success; it demands persistent effort and dedication.”
He mentions the case of HUL wherein the brand has been with them for 50 years, and a standout moment was the grand celebration of Lux's 100th anniversary, which marked a historic occasion unveiling Suhana Khan as their new brand ambassador. The event brought together luminaries from the beauty industry, including influencers, makeup artists, skincare experts, and industry leaders.
“Shobiz orchestrated an immersive experience, featuring distinct zones that showcased Lux's prestigious product lines. From the luxurious La Vie Range to captivating photo booths, indulgent Demo Bars, and displays honouring Lux Timeless divas, each element radiated sophistication and allure. A Lux carpet adorned the entrance, welcoming influencers with regal elegance, setting the stage for a day filled with glamour and networking. Experiences like these leave audiences spellbound and eager for more. They created lasting memories where every use of Lux products invokes the essence of the memorable event,” Patpatia says.
Needless to say, the art of designing unforgettable moments in experiential projects involves a smart blend of psychology, creativity, and strategic design. By comprehending memory formation and emotional connections, one can curate experiences that linger in the hearts and minds of attendees long after the event has ended. “Ultimately, the goal is not just to host an event, but to craft an immersive journey that attendees will connect with and remember in relation to the brand,” elaborates Upadhyay.
Designing a frictionless experience is of significance. The frictionless design of the experience must aim towards ensuring that the customer doesn’t give up before they can get to the experiential arena. “The frictionless utility must set the foundation for a seamless, enchanting and memorable experience that makes for a loyal and repeat customer, and positive word-of-mouth,” he adds.
He mentioned about the example of an activation done by Percept for Snapchat within a music festival. “The trick lay in creating a stunning design that drew the audience to explore something new and experience what Snapchat was offering. All the while ensuring that the whole experience, including placement within the festival, the way the audience was engaged and what they experienced blended in with the festival experience and did not stand apart.”
The Snapchat activation ticked the key elements of creating an emotionally engaging moment, multisensory experiences, surprise, delight and engagement beyond the event. “Through captivating storytelling, interactive activities, connecting on an emotional level, integrating visual aesthetics, captivating sounds, and interactive touch-points enriched the overall experience, making it more memorable,” Upadhyay underlines.
Extending the event experience beyond its physical duration allowed Snapchat to sustain the memory. Leveraging social media, follow-up communication and post-event content to keep attendees engaged post-event helped to reinforce the experiential impact.
Mumbai witnessed one of the world-class venue launches in the year 2023 with the Nita Mukesh Ambani Cultural Centre being unveiled. Percept Ice was commissioned by the Swadesh team (Reliance Retail) to create a very unique experience for the brand at this venue that was being launched. “We created a complete content package for Swadesh wherein the ethos of the brand ‘handcrafted Indian artisanal products’ was showcased in the form of pop-ups at the concourse of the NMACC. These pop-ups blended with the aesthetics of the venue itself creating spaces that told the brand story as the audiences walked through,” Upadhyay stated.
Over 100 video content (web, reels, showcases) were created with artisans from remote to accessible parts of India to bring out the true brand essence. Together with managing the artisans on-ground, demonstrations by textile artisans in the form of handlooms being commissioned and weaves being made real-time at the venue were awe-inspiring to the audience that walked into the space, he said.
Recently, Percept also conceptualised and pulled off a flawless first-ever ‘Formula 4 Show Run in Srinagar’ to kick start the 2024 season of The India Racing Festival in collaboration with Jammu Kashmir Tourism Department. The pioneering event saw engines roar on the 1.6 km specially fabricated high secure stretch of Dal Lake which saw thousands of locals come out of their homes to witness Kashmir’s first ever high profile event after years of lull due to terrorism and curbs imposed.
Upadhyay underscored, “Percept helped the client - Racing Promotions - achieve its goal of engaging the Jammu & Kashmir youth in Formula racing and motorsports, and positioned J&K as an emergent business and sports hub.” The success of the event show saw the Hon’ble Prime Minister of India - Shri Narendra Modi post on his social media handle, “This is very heartening to see. It will help further showcase the beauty of Jammu & Kashmir. India offers great opportunities for motorsports to thrive and Srinagar is right on top of the places where it can happen!”
Percept is credited with the development and execution of the IP ‘Parcos Beauty Influencer Awards’ – a first-of-its-kind annual IP. Parcos, a leader in the Indian luxury beauty retail segment, wanted to create a sustainable brand asset which would propagate the beauty purpose in India, enrol micro-influencers, groom the community, and establish themselves as trendsetters in the beauty space.
Upadhyay outlined, “We curated a unique idea to celebrate and honour the community of influencers in the Beauty, Luxury and Lifestyle space. The debut year saw 700+ entries audited by EY, followed by a Jury Panel scoring round and a public voting phase that got a great response of over 15,000 votes. The gala ‘Parcos Beauty Influencer Awards 2022’ saw 22+ winners inducted into the ‘Elle Hall Of Fame’ with a coveted place on the Parcos Panel, a shoot with Elle magazine, among other unique gratifications.” The uniqueness of the project generated phenomenal media mileage, and positive word-of-mouth PR, and achieved heightened brand trust for Parcos as icons in the beauty domain.
To conclude, in an era where consumers are inundated with choices, delivering unforgettable experiences is key to standing out and building enduring relationships.
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