Brand Activation is about the experience. How to bring the brand experience to the consumer to achieve the marketing objective. It was presented at the Virtual Public Lecture in Sekolah Tinggi Ilmu Komunikasi dan Sekretari Tarakanita, on December 3rd, 2022. Brand activation involves various forms of channels and method, and should be focused on creating authentic brand experience rather than oversimplified the term with marketing event.

1. Activate Your Brand,
Active Your Consumer.
Oleh M. Ichsan Rasyid
Di Kuliah Umum Prodi Ilmu Komunikasi
Di Sekolah Tinggi Ilmu Komunikasi dan Sekretari Tarakanita
3 Desember 2022
www.ichsanrasyid.com

2. “Hi, I'm Ichsan,
I make Brand & Advertising
Planning Proposal and am
a Communication Science
Footprints
2008 – Copywriter & Corporate Writer
2011 – Strategic (Activation) Planning
2012 – Integrated Strategic Planner
2013 – Dosen Luar Biasa… or Biasa di Luar?
2014 – Full-Time Freelance Strategic Planner
(Until Today)
2014 – Established “Cyber Trust” Digital Team
for handling Digital Marketing Projects
2019 – Communication Academic (AA)
(Until Today)
Intro

3. “Selling Agency’s
Ideas”.
Mostly I spend a lot of time thinking…
Solving clients’ marketing communication issues,
translating marketing objectives into communication
strategies and creative ideas by connecting the
brand's unique selling proposition with consumer
insight.
So, What’s My Main Task?

4. “Trying answering some of the
tricky questions from the client,
and even from the internal
team”.
• What has changed with our target consumers
after the pandemic?
• Why have our sales plummeted this year?
• What is the theme for next year’s campaign?
• Why do we need a Brand Ambassador?
• And so on…
So, What’s My Main Task?

5. “The consumer world today
is a chaotic one. Decision-
making process has never
been complicated as today”.
We’re now surrounded by things. Stimulation to consume
things is everywhere.
The Context

6. Now there is an abundance
of brands to choose from
around us.
Global vs local brands
Different categories, different options:
Cosmetics: Korean, Japanese, Traditional, Halal?
Cars: Korea, China, Japan, India, Germany, UK?
Subscription: Netflix, Disney, Amazon Prime, Vidio, Catchplay, HBO?
News: Local News, CNA, NHK, DW, Aljazeera, CNN, BBC?
Instant Noodle: Korean, Indonesian, Healthy?
The Context
Decision making is a lot more challenging.

7. “Which coffee are
you?”
Brands rise. Consumers are now not simply buying
coffee. They more than just a coffee.

8. “From identification to
connection”.
The Context
There are plenty of brand options today,
each longing for your attention and money.
They will use whatever means to get you.

9. “Brand wants to win the
heart of the consumer”.
The Context

10. “Brand wants to be
BUMO ”.
BUMO = Brand Used Most Often
The Context

11. ”Brand needs to do more
when the consumers are
considering and about to
purchase a product or
services”.
Provide the richest brand message possible
to the consumers.
The Context

12. “Brand Activation is a holistic approach of marketing
communication and brand promotion that enable
consumers to experience the brand through their
senses at once. From the experience, consumers
can be ‘activated’ and connected with the brand on a
deeper level”.
Brand Activation is about Brand Experience.
Definition

13. Activating your consumer means more
objectives will be met…
Definition
brand activation is
a brand promotion activity that is
carried out with a real experience
brand activation as the art of
directing consumer action
through a brand interaction.
Providing Brand Experience, where the
consumer can taste, feel, touch, smell,
be inspired, be motivated, fall in love,
and purchase what the brand sell…
Not just awareness, but the brand also
simultaneously established preference,
association, perceived quality, belief,
and trust toward what the brand sell…

14. Brand experience enables brands to stimulate all human senses with brand message.
The Context

15. 02B. Sensation
02A.
Lesson
04.
Contemplation
03. Perception
05.
Action
The Experiential Marketing
Communication Process
• (01) An intended and constructed element that can be perceived by human
senses.
• (02A) Acquisition of knowledge from receiving and experiencing the
stimulation. (Cognitive, Affective, Conative)
• (02B) The feeling when something happens or in contact with our senses.
Sensation includes sight, sound, smell, taste, and touch.
• (03) The process of identifying, understanding, interpreting, organizing,
connecting, and creating meaning.
• (04) Analyzing perception and considering all relevant aspects and what
subsequent actions to be taken.
• (05) Executed activity.
By M. Ichsan Rasyid

16. Let’s exercise a little.

17. Example
Product Attribute
………
Product Benefit
………
Consumer Benefit
………
Consumer (Brand) Value
………

18. Example
Product Attribute
Lightly carbonated drink
Product Benefit
Delicious and
stimulating taste
Consumer Benefit
Instant freshness
Consumer (Brand) Value
Stay fresh and be Free

19. Example
Product Attribute
Lightly carbonated drink
Product Benefit
Delicious and lightly
refreshing taste
Consumer Benefit
Instant freshness
Consumer (Brand) Value
Stay fresh and be Free

20. Example
Product Attribute
Lightly carbonated drink
Product Benefit
Delicious and lightly
refreshing taste
Consumer Benefit
Instant freshness
Consumer (Brand) Value
Stay fresh and be Free

21. Example
Product Attribute
Lightly carbonated drink
Product Benefit
A delicious and lightly
refresh taste
Consumer Benefit
Instant freshness
Consumer (Brand) Value
Stay fresh and be Free

22. Example
Product Attribute
Lightly carbonated drink
Product Benefit
A delicious and lightly
refresh taste
Consumer Benefit
Instant freshness
Consumer (Brand) Value
Stay fresh and be Free

23. Example
Product Attribute
Lightly carbonated drink
Product Benefit
A delicious and lightly
refresh taste
Consumer Benefit
Instant freshness
Consumer (Brand) Value
Stay fresh and be Free

24. Sprite is about
Freshness, Freedom, and Fun.
How to translate that into something that
consumers can experience?

25. Example
Sprite Experience: Freshness, Freedom, Fun.

26. Example
Sprite Experience: Freshness, Freedom, Fun.

27. Example
Sprite Experience: Freshness, Freedom, Fun.

28. Example
Sprite Experience: Freshness, Freedom, Fun.

29. Example
Sprite Experience: Freshness, Freedom, Fun.

30. Example
How can Sprite celebrate its
relationship with hip-hop culture in a
shareable retail experience? By
building an eye-catching pop-up
shop in New York, which transformed
from a retail to performance
destination in the evenings.
Sprite Experience: Freshness, Freedom, Fun.

31. If you are given a task to recommend 1
activation idea that can communicate
“Freshness, Freedom, Fun”, what would that
be?

32. That’s why brand activation is always
oversimplified with the term “event”. Because
through events, brands were able to stimulate
all the human senses.
By Definition, event organizing means coordinating
related parties to create an occasion. The activities
include scheduling, budgeting, handling
transportation, and etc.

33. Can digital platforms provide different
brand experiences?

35. Today’s shopping has never been
easier and more fun.
Pre 4.0 Industrial Revolution – Selling
Goods
4.0 Industrial Revolution – Sharing
Experience

36. At the POS and POP, can the brand
create a unique experience?

38. Actually, brands can create ‘brand
experience’ anywhere.

39. Create attention, interest, and potentially virality

40. Glorifying certain product variant into a different experience

41. Bringing an IP experience to the consumers

42. Temporary experience center to create credibility

43. Manifesting the habit of Pleasure Seeker

44. Brand Activation in Social
Media?
• User Generated Content
• Share the Brand Value With the Customer
• Create Entertaining Challenge
• Collaborate With Influencers
• Humanize the Brand With Emotion and Emphaty

45. Make Sure the Social Media
Experience is Ownable.

46. https://nepa.com/path-purchase/
Create Brand Experiences Through the Consumer Purchase Journey

47. Brand activation
campaigns take
many forms.
Consumer promotions;
Experiential marketing;
Digital campaigns;
Shopper marketing (path to purchase);
Sampling campaigns;
Sponsorship and partnership leverage; and
Brand engagement.

48. Consumer
promotions;
Experiential
marketing;
Digital campaigns;
Shopper
marketing (path to
purchase);
Sampling
campaigns;
Sponsorship and
partnership
leverage; and
Brand
engagement.
Activation
Campaign
• This is the reason why Brand Activation can
interchangeably call Integrated Marketing
Communication, Integrated Brand
Promotion, 360 degrees of Marketing
Communication.
• It combines two or more brand activities that
creates integrated consumers experiences.
• Some practitioners use the term Consumer
Activation simply because the activities are
meant to activate parts of the consumers
that connected with the brand.
• Experience, Interactive, awareness &
engagements.

49. All brands can utilize various techniques and
the same tools as their competitors. But the
challenge is to differentiate the brand
experience.

50. What to consider when
planning a Brand
Activation program?
• Please understand your target audience. What message
that works for them? How they spend their days? What
medium they used? Where are they? What makes them
act?
• Define your KPI: Particularly engagement. Conversion.
• Other KPI that might need further research: Awareness,
Attitude, Conviction, and etc.

51. ”Activate your brand in
the consumer's heart
and mind through
experience”.
Brand Activation is about Brand Experience.
Brand Activation

52. Oversimplifying Brand Activation, will only limit
your idea.

53. Press Conference? Music Concert? Consumer
Gathering? Fun Run? Trail Run? Family Run?
Charity Run? Virtual Run?
Mendadak semua Run.

55. By focusing on brand experience, the
possibilities are unlimited.

56. Thanks
www.ichsanrasyid.com