Why Brand Activations That ‘Kill The Agenda’ Deliver The Best ROI
In this guest post, INVNT’s executive creative director Adam Harriden (main photo and below), argues a lot of brands are like that person handing out flyers in the street – we’re intrigued but fear the interaction in equal measure…
What do you think of when the word ‘agenda’ comes to mind? For me it’s one of uniformity, scheduling, routine… There’s not a lot of room for movement, creativity or self-expression.
But what’s interesting is, we’re living in an era that shies away from this – an era of hyper personalisation. We can notify Uber to pick us up whenever and wherever we like, ask Alexa which music to play, and pick the movies we want to watch with the flick of a switch.
So, how do we balance consumers’ desire for customisation with a brand’s objectives for their live experiences, which are pretty much always focused around a set plan, routine, timeline or fixed footprint?
The agenda, personified
Let’s humanise the agenda for a second. You know those people that you see on the street with a pen and note pad when you’re on your way to work?
You see them in the distance, they see you coming, and out of the corner of your eye you can tell they are getting ready to hand you a sample of a new sugar-free, low fat, low carb wellness drink, or a flyer with a special gym membership offer.
You know they are going to approach you and it’s uncomfortable. Do you take what they are handing out, say no thanks, or ignore them altogether?! We’ve all been there. We’ve all done the awkward, look the other way, subtle cross of the road.
A lot of brand experiences – or any campaign really – can give off the same feeling. You see them, you’re asked to participate, and you tend to know what’s coming.
Brands: they need to be our best friend
Imagine if brands could add value to your life seamlessly so that you don’t feel the need to figuratively cross the road to avoid them? They are like a best friend – they recognise and celebrate your uniqueness, act transparently, and while sometimes silent, you know they are always there when you need them.
So, how can we achieve this?
- Instead of telling audiences exactly where to go, what to see, when to see it, and what to buy, why not offer up several variations or experience configurations? Let’s hand some of that control over to our audiences.
- Step away from the ‘we’ve always done it this way,’ mentality. We need to be flexible, adaptable and change our approach up depending on the audience. Swanky annual dinner for a few hundred c-suiters not producing ROI? Kill the agenda. Tear it apart and re-work your strategy and personalise, personalise, personalise the experience.
- Create bespoke canvasses for people to network in. A brand experience for 3,000 people is filled with different micro communities who will naturally gravitate to each another, so devise a few different activations around the event. Events like SXSW lead the way here – brands relax, let go a little and host experiences in places we’d all normally hang out.
- Focus on telling stories that draw attention to the social, cultural, political and environmental issues we’re facing. There was an influx of this type of work at Cannes Lions this year, where almost every brand placed a goodwill layer over the top of their traditional campaigns. These won big – proof that success is possible when we veer away from the typical agenda and take a more humanised approach.
Stay true to the craft. Do work that does good
I am a passionate believer that we should all do good work, work that we’re proud of and work that adds value. This is achievable when we kill the agenda and allow consumers to create their own path and make their own decisions.
So, don’t dictate and focus on the sell – most people don’t care about our brands, products or campaign tag lines, instead consider the ways you can create environments and opportunities that enable people to genuinely connect, talk, learn and discover. Isn’t that what we all want?
Please login with linkedin to comment
INVNTLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.