Happy Holidays! Welcome to the latest issue of MENA Review, the weekly newsletter for marketers interested in the Middle East and North Africa region. We hope you had a wonderful time as well. In this issue, we will explore the topic of brand activation, how to create events, experiences, and interactions that forge lasting emotional connections between a brand and its target audience. We will also look at some examples of successful brand activations by brands in the MENA region and what we can learn from them.
Marketing Term of the Day: Brand Activation
Brand activation is a marketing strategy that involves creating interactive and immersive experiences that connect a brand with its target audience and stimulate positive emotions, actions, and loyalty. Brand activation aims to bring a brand to life by showcasing its purpose, values, and benefits, as well as by differentiating it from its competitors.
According to Philip Kotler, a renowned marketing author and professor, brand activation should not only define the functional purpose of a brand, which is the job that it promises to do for the customer, but also express the higher purpose of a brand, which is the emotional and social benefits that it delivers to the customer. Kotler also suggests that brand activation can be a form of brand activism, which is the business effort to promote or impede social, political, economic, or environmental reform or stasis with the desire to improve society.
Adam Smith, a famous economist and philosopher, did not explicitly use the term brand activation, but he did propose the concept of the invisible hand, which is the idea that the market forces of self-interest, competition, and supply and demand can lead to the efficient allocation of resources and the social good. This concept can be related to brand activation in the sense that brands can use their self-interest and competitive advantage to create value for their customers and society, while also achieving their own goals and objectives.
Brand activation can take various forms, such as experiential marketing, sampling campaigns, in-store events, social media contests, influencer marketing, and more. The key is to provide a unique, engaging, and memorable experience that resonates with the target audience and encourages them to take action, such as buying, sharing, or recommending the brand.
Benefits
- Creating a positive brand image and reputation
- Differentiating the brand from competitors
- Generating word-of-mouth and viral marketing
- Increasing customer retention and loyalty
- Driving sales and revenue growth
To plan and execute a successful brand activation, a brand needs to follow some steps, such as:
- Identify the brand identity, values, and USP
- Define the target audience and their needs, wants, and behaviours
- Set clear and measurable objectives and KPIs
- Develop a creative and relevant concept that aligns with the brand and the audience
- Execute the brand activation with attention to detail and quality
- Measure the results and evaluate the impact of the brand activation
Case Studies: Brand Activation in the MENA Region
Here are three examples of how brands in the MENA region have implemented brand activation campaigns and what we can learn from them.
Pepsi: Hand in Hand, We Can
Pepsi, a global beverage brand, wanted to celebrate the spirit of unity and diversity in the MENA region, especially during the challenging times of the COVID-19 pandemic. To do so, it launched a brand activation campaign called Hand in Hand, We Can, a musical collaboration that brought together 13 artists from different countries and genres to create a song of hope and solidarity.
The campaign included a video that showcased the artists recording the song in their respective locations, as well as scenes of people supporting each other during the crisis. The video was aired on TV and online platforms, as well as on Pepsi’s social media channels. The campaign also invited users to join the movement by creating their own versions of the song using a karaoke app and sharing them online using the hashtag #PepsiHandInHand.
The Hand in Hand, We Can campaign aimed to express Pepsi’s brand vision, which is to create moments of joy and optimism. The campaign achieved outstanding results, such as:
- Garnering over 100 million views across all platforms
- Generating over 1.5 million user-generated videos
- Increasing brand love and preference scores
- Strengthening brand association with music and culture
The Hand in Hand, We Can campaign is an example of how brand activation can leverage the power of music and collaboration to create an emotional connection with the customers and to reflect the brand’s vision. Pepsi used a musical platform to unite people across the region and to spread a message of hope and positivity.
IKEA: The World’s Tallest Billboard
IKEA, a global furniture retailer, wanted to promote its new store opening in Jeddah, Saudi Arabia, and to showcase its wide range of products and affordable prices. To do so, it launched a brand activation campaign called The World’s Tallest Billboard, a 36-meter-high billboard that displayed over 100 IKEA products in a vertical layout.
The billboard was strategically placed on a busy highway, attracting the attention of thousands of drivers and passengers every day. It also featured a QR code that directed users to IKEA’s website, where they could browse and buy the products online. This execution was accompanied by a social media campaign that encouraged users to share their photos and videos of the billboard using the hashtag #IKEATallestBillboard.
The World’s Tallest Billboard campaign aimed to create a buzz around IKEA’s new store and to demonstrate its brand promise of delivering quality, variety, and value. The campaign achieved remarkable results, such as:
- Reaching over 6 million people
- Generating over 15,000 social media interactions
- Increasing online sales by 35%
- Winning several awards, including a Cannes Lion
The World’s Tallest Billboard campaign is an example of how brand activation can use an unconventional and creative approach to capture the attention and curiosity of the customers and to showcase the brand’s offerings. IKEA used a billboard platform to create a visual impact and to drive traffic to its online and offline stores.
Coca-Cola: The Happiness Arcade
Coca-Cola, a global beverage brand, wanted to spread happiness and refreshment in the MENA region, especially in areas where people face hardships and challenges. To do so, it launched a brand activation campaign called The Happiness Arcade, a mobile arcade machine that accepted Coca-Cola bottle caps as tokens.
The arcade machine traveled across different locations in Egypt, Jordan, Palestine, and other countries, inviting people to play a customized version of the classic game Space Invaders, where they had to shoot down Coca-Cola bottles instead of aliens. The players who scored the highest points were rewarded with free Coca-Cola products, as well as other prizes such as T-shirts, caps, and sunglasses.
The Happiness Arcade campaign aimed to express Coca-Cola’s brand vision, which is to create moments of happiness and optimism. The campaign achieved outstanding results, such as:
- Engaging over 50,000 people
- Collecting over 70,000 bottle caps
- Generating over 10 million media impressions
- Creating positive word-of-mouth and viral marketing
The Happiness Arcade campaign is an example of how brand activation can leverage the power of gaming and nostalgia to create an emotional connection with the customers and to reflect the brand’s vision. Coca-Cola used a gaming platform to engage people in a fun and interactive way and to spread happiness and refreshment.
Rani: The Rani Float Show
Rani, a popular juice brand in the MENA region, wanted to increase its brand awareness and market share in a crowded and competitive category. To do so, it launched a brand activation campaign called The Rani Float Show, a live entertainment show that traveled across different cities in Saudi Arabia, UAE, Kuwait, and Bahrain.
The show featured a giant Rani Float can that opened up to reveal a stage where various local and international artists performed. It also included a Rani Float zone where visitors could sample the product, play games, win prizes, and take photos. The execution was promoted through social media, radio, and outdoor advertising.
The Rani Float Show campaign aimed to create a fun and engaging experience that showcased Rani’s brand identity, values, and product benefits. The campaign achieved impressive results, such as:
- Reaching over 1.5 million people
- Generating over 20 million social media impressions
- Increasing sales by 15% during the campaign
- Enhancing brand recall and preference
The Rani Float Show campaign is an example of how brand activation can use a live entertainment platform to attract and entertain the customers and to showcase the brand’s product features. Rani used a show platform to create a buzz and to drive trial and purchase of its product.
We hope you enjoyed this issue of MENA Review and learned something new about brand activation. If you want to receive more insights and tips on marketing in the MENA region, subscribe to our newsletter at www.mena-review.com or contact us at info@mena-review.com. Thank you for reading and stay tuned for the next issue!