Beware of the "Shiny Object" - which in event terms means your action or entertainment should not overshadow the Brand Experience as consumers will otherwise remember the event for the entertainment and not relate it back to the Brand.
Exp Special Events Case Studies
Heineken House
Objectives
Target and personally engage consumers in Nigeria by leveraging Heineken's sponsorship of the UEFA Cup.
Differentiate from current market place activities - Heineken owned.
Increase awareness and relevance of Heineken as part of the target audiences lifestyle.
Strategy
Heineken took over a house in lagos and refurbished it against a defined Heineken Brand experience. The house would act as a viewing centre for targeted consumers - tavern activations - to share in the Heineken experience and watch the UEFA Cup games.
On the evening of the games, the Heineken House activities are filmed and packaged for television broadcast the following evening - amplifying upwards the Heineken Brand experience to a wider target audience.
Hansa
Experiential Events are not just about the event, or the act / band you have as entertainment, but how the Brand engages consumers along the way. In the case of Hansa, the emotional and lifestyle triggers were identified and the Brand experience was the weaved into them across multiple touch points (Tavern Activations, Home Visits etc) that culminated in profiled consumers being invited to events that were then activated within the target audiences community. They were specially designed Hansa events that no other Brand could own.
3-Year Activation Summary
4,902 Tavern Activations
15,200 Homes Visited
142,000 Targeted Consumers Personally Invited
42 Shows Performed Nationally
79,500 Consumers Attended
55% Hit Rate to a Selected target Audience
CastleWorld
Each phase of CastleWorld was activated across ten countries over a 6-month period, by one Exp team. It ran for 3 phases over a 3 years period.
Challenge
Create a Castle Lager space in which consumers can appraise and re-appraise the beer as a quality beer from Africa.
Build meaningful relationships through emotional reward.
Drive improved Brand Health and sales across the target countries.
Strategy
In-country teams target profiled taverns with Africa's Finest tavern activation, inviting targeted consumers (users and non-users) to CastleWorld.
CastleWorld was a one night event that was activated in target communities by one team from Exp that travelled across the ten countries - managing all logistics.
Results
Independant research showed a 27% increase in Brand health post CastleWorld activation.
Client reported increase in sales out of tavern over activation period.
STAR MEGA JAM
Clients Brief:
Successfully host the 10th Edition of the Star Mega Jam concept in two major cities in Nigeria.
Activation Challenge:
Make this the most emotionally engaging and flawless concert to be held with international artists in Nigeria.
Activation Results:
Successfully Hosted world renowened artists Busta Rhymes and Ludacris in Lagos and Abuja
Achieved concert attendance number of 40,000 people (50% increase verus 2008 concerts)
Created strong brand integration throughout the concert thereby making the brand hero.
