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February 24, 2017
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6 Tips for a Successful Experiential Campaign

6 Creative Production Tips For a Successful Experiential Campaign

An experiential campaign is often an important part of a brand’s marketing strategy. A good campaign can ignite interest or increase traction within your optimum consumer demographic, and ensure that you build & retain a loyal customer base. Keeping your brand in mind by creating genuine engagement is the key to success.

Here are some of The Halo Group’s expert hints and tips below to create the campaign your brand deserves.

1. Think Big

Thinking big could involve taking an everyday item that ties into your campaign and quite simply enlarging it. For example, in a Christmas experiential campaign you might choose a present or a festive hamper and upscale it to giant proportions for impact.

When you make a giant version of anything it really catches people’s attention.

One of Halo’s recent experiential production campaigns for Waitrose is an excellent example of how this works. We were commissioned to design and build a giant hamper by lead agency Fuse for the retailer’s #homeforchristmas campaign at London’s Kings Cross Station. It tied in perfectly with the demographic of people travelling home for Christmas by train, who then would have had Waitrose in mind and helped to drive social media interaction and amplification.

Another example of thinking big can be found in our Cath Kidston flagship store launch activation which used our innovative temporary structure system.

The Halo Group was commission by lead agency Mission to create a giant Christmas present with a secret surprise inside. Our set design included a countdown timer styled like a gift tag to help create intrigue and to signal the big reveal. As the countdown timer hit zero, the sides of the present collapsed on cue to reveal 2 branded London taxis which were housed within the gift. Consumers were then able to hitch a free ride to the retailer’s new flagship store. Cath Kidston reported a fantastic response to their launch and a strong start to trading. To find out more about the project you can view this link.

Our temporary structures and the way we use them help brands create powerful and impactful experiences and messaging. They are also perfect for a range of other uses such as exhibition stand design and other creative event structure projects.

2. Be Different

Doing something really unusual or quirky can help your campaign stand out and generate great PR. Last year Walkers Crisps held a campaign which was voted No.1 in the top ten experiential activations for 2016.

http://www.campaignlive.co.uk/article/top-10-live-experiences-2016/1418777

The lead agency on the campaign was Initials Marketing who came up with the concept but it was The Halo Group that created the set design and provided the creative production services for the campaign. Using a creative production agency like The Halo Group can really add value when trying to realise your campaign’s aims.

3. Create Immersive Experiences

Creating an immersive experience is about transporting the participant into another world and submerging them in an environment. It is an assault on all the senses.

Immersive experiences have been buzz words in the industry for a while but are still extremely effective and we believe this trend will grow further in light of recent virtual reality technology advances.

These multi-sense experiences can be done in many ways, such as through the use of technology, set design, creative production and so forth.

An example of this can be seen in The Body Shop’s 2016 ‘Christmas in June’ press event. Halo worked with The Body Shop and transformed an empty warehouse into a real jungle. We used real trees, plants and flowers as well as projections, sound effects and more to create a set that transported guests to the rainforest. It doesn’t get more immersive than that.

4. Use the Element of Surprise

Employing this tactic is a classic method and makes a real statement. The element of surprise comes in many forms and as a mechanism, it is very effective.

Take the example of the “M Kitchen” project Halo created for lead agency Closer for Morrisons Supermarket. We transformed a warehouse into a fine dining restaurant and consumers were invited to a free meal cooked at the pop-up restaurant by 5 celebrity chefs. The set design we created was authentic and felt exclusive.

Guests thought they were attending a press launch in celebration of the supermarket signing up 5 celebrity chefs to endorse their new product ranges but there was a twist. Guests were asked to rate their meal at the end of service, many voting the food as excellent. They were then told they had been served “oven meals” straight from the new supermarket range which had simply been taken out of their oven packages and placed onto china plates. Many thought they were eating fine food cooked by the chefs from scratch but in reality it was a ruse.

The event generated positive headlines and also served as a blind taste test confirming the quality of the ingredients. This project is a great example of set design, creative production, brand activation and experiential production.

5. Embrace Technology

If you want to stay ahead of the curve and current, there is no escaping the use of technology in the world of experiential marketing. Virtual Reality is a hot topic right now in many fields, and experiential campaigns are certainly not exempt.

The great news is that the technology is still developing and there is unlimited potential. Brands who are likely to explore its capabilities more and more in the coming months and years.

According to research from Tractica, over 200million virtual reality headsets will have been sold by 2020 to consumers so billions of dollars of potential marketing and ad revenue can be tapped into. For more information please read here.

Virtual reality headsets may soon become a home essential, and there will be the chance to collate data and analyse trends as well as targeting a consumer base.

Even before this happens, the use of virtual reality headsets can be used onsite for ad campaigns and brand activations. These type of campaigns will draw consumers in to interact, not only with your product, but also to receive information with the potential to make sales or simply for brand engagement.

6. Tour your Experiential Activation for Maximum Exposure

A touring campaign is a great way to reach large audiences or demographics. This could be touring supermarkets, touring the UK or touring the world. A successful tour relies heavily on being able to recreate the same experience in multiple places. This in turn relies on excellent organisation, excellent logistics and excellent creative production services.

When you are transporting materials or prefabricated items around the world, craftsmanship and quality of manufacture are key factors. Quite simply, things have to be made to last and to be able to achieve this, you need a good creative production company to guarantee the results.

An example of this can be found in a touring brand activation Halo created for lead agency Exposure and Williams Martini during the 2014 Formula 1 series. The Halo Group designed and built a temporary event structure for the campaign using our innovative steel build system to great effect.  For more information about this or to see how we could help you build your brand campaign please see our sister website: www.creativestructure.co.uk

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