Evaluate activation

Preliminary

Channels

The core marketing process which bring brand

spirit and promises into life through a variety of

brand experiences and interactions, in order to:

• Changing the way consumers see our brands

• Changing the way those consumers behave

• Influencing their purchase behavior

• Communication is lever for

conveying brand promises

only

• Activation helps to prove

and delivery those promises

to target consumers

Brand activationWhy?

What?

3 levers to pull brand into real lifeStart point based on

Brandkey vision

Brand Activation is strategic. It is central to the

way a brand achieves its objectives

Brand activation = Business objective + Equity

targets

How?

Which?

Buy – Consumers are excited to join

Play – Consumers feel relevant

Share – Consumers feel enjoyable(The right experiences, for the right consumers,

at the right moment, with the right cost)

Activation

platform

Activation

Ideas

Exploitati

on

Create experiences

Effective

Meetings

Consumer

Channels Brand£ Budget

Brand activationRoad show - Metro Sampling – Lipton Merchandising – Tassimo Event – Red Bull

• Public activation (Roadshow, event, sponsorship...)

• Door to door activation (sampling, demo-selling,..)

• Shopper activation (in-store activities,...)

• Trade support activation (merchandizing, mysterious shopper)

• Activation 360O

• Launch

• Build equity

• Boost sales

• Switch users

Brand activation platform

Brand activation platform

A physical or emotional space in

consumers’ lives that enables the

brand to interact in a distinct and

meaningful way

It is brand driven, not activities driven

What?Brand activation idea

A creative theme derived from

the Activation Platform, that can

work across different channels,

to achieve the brand’s marketing

and communication objectives

Brand activation channels

A system or method that is used to

interact/give customer integrated

brand experience to bring the brand

spirit and promise into customer’s

life in a distinctive way

• “Get under the skin” of target

consumer for marketing task

• Identify “hooks” or areas of

interest that might provide a

foundation for an activation

idea

• Make the BrandKey Vision much

more tangible

• Provide a framework for building

consistent and long-term

relationships with target consumers

even if objectives change

Actionable – Brand enriching –

Consumer involving – Differentiating –

Enduring – Feeling

• Fit with Activation Platform

• Attention, Branding and

Communication

• 360 Degree Approach

Each phase has separate assessment

criteria as Sequence of activation

1. Invitation: “Maximizing awareness

of the Brand Experience among the

RIGHT consumers“

2. Experience: “A motivating and

meaningful Experience for consumers

that reflects the essence of the brand

and delivers against objectives”

3. Amplification: “Driving the

Experience to achieve impact and

reach with a much bigger audience”

Why?

How?

Business timeline

OMO Activation platform

BRAND ACTIVATION PLATFORM

……………….Year X Year X + n

BRAND

ACTIVATION

IDEA 1

Channel

Channel

Channel

Channel

BRAND

ACTIVATION

IDEA n+1

Channel

Channel

Channel

Channel……………….

Year X Result Year X + n Result

Start

point

Brandkey

vision

Business timelineOMO Activation platform

KIDS LEARINING AND DEVELOPMENT

Communicate better stain

removal

Reinforce OMO Value

Equation

In Brazil

Market

Relaunch with New Reason

Why

‘Greasy Stains’

Unleashed

mom’s

potential

Sampling restaurant delivery

& learning to cook events

Big family painting event which is

in line with both ‘get stained’ and

kids learning and development

Event of socks cleaning at

schools

Get Stained

Learning is tasty Value

Business timelineAXE Activation platform

THE MATING GAME

Become part of students lives

through consistant, but

random act contactsLaunch new AXE Apollo

Global

campaigns

Launch new AXE Excite

Give guys

the edge

Social media campaign through

microsite with live-streaming on

Youtube

One night in luxury villa with 3

fallen angels

Ambassadors, Therapists,

Roommate Consideration Kits,

Richshaws, Morning after kit, Touch

dark parties

Worldwide event of

Astronauts hunting

College relations

-hip Heaven on

Earth

Space

academy