The experiential excellence collection: Surprise and delight

I consider myself very lucky. 

Why? Because day in and day out, I get the chance to work in the experiential marketing industry and to witness first-hand what a powerful and emotive medium it can be. 

Encompassing many channels, experiential marketing is ever-changing and evolving. But while the creative executions and approaches may vary massively, from my experience there are only two ingredients that truly matter. These can be found at the heart of each and every successful campaign. Yes, I’m talking about surprise and delight.

These days it’s fresh and unique experiences that consumers deeply crave, not products. While brand awareness of course remains highly valuable and sought-after, it is personal and magical experiences that will drive desire, loyalty and advocacy in the long run.  

I never tire of highlighting the very best examples of experiential excellence from around the globe. This month, I point to four brands working in very different sectors, who have each gone above and beyond to make sure that their message not only hits home, but also leaves a lasting impact.   

Audi: A perfect fit

Size matters to Japanese consumers…when it comes to buying cars. Garage space is hard to find in highly populated cities and every inch counts for car owners – so Audi came up with an ingenious approach to promote the A3. Bringing the showroom straight to shoppers, the auto brand created a pull-out newspaper insert that folded out into a life-size poster of the car. Tokyo residents were delighted to find the poster within their ordinary newspaper delivery, but an extra surprise awaited them. As well as serving as a highly visual and practical way of bringing the car’s dimensions to life, the poster also doubled as an augmented reality marker that allowed consumers to see a virtual 3D version of the car and visualise themselves as the owner. Very clever stuff indeed.
 

Heineken: A super prank for a super fan 

A brand that really understands how to push the experiential envelope, Heineken has once again proved their mastery of the medium with an elaborate prank on one unsuspecting Italian football fan. The stunt, which unfolds in a terrific ‘prankvertising’ video entitled ‘The Dilemma,’ sees football fan Simone faced with a very difficult decision, one that sees him have to choose between valued friendships and his one true passion. It’s an inventive, memorable and, at times, cringe-worthy stunt that does a great job of adding extra personality and depth to Heineken’s sponsorship of the Champions League.
 

Nescafé: Bridging the gap

Today’s pace of life can make it difficult to build close relationships with our neighbours. For many of us, the closest people are also now the most distant. Coffee company Nescafé recently launched a warming experiential activation in Milan, one that looked to bring neighbours closer together. An overnight pop-up activation surprised and connected neighbours by linking their balconies with branded coffee bars. Initial surprise at the discovery soon turned to joy, as residents made the most of the early-morning sun to share a cup of coffee with their neighbours, chat, take selfies and feel more connected. Mission accomplished. 
 

Expedia: a dream virtual journey for children

A hugely touching campaign from Expedia rounds off this latest collection of experiential excellence. The travel company recently made the most of virtual technology to offer a few children at St Jude’s Research Hospital in Memphis, Tennessee a very special treat. Unable to travel and see the world, these youngsters had the world brought straight to them via the medium of 360-degree films. Inside a specially designed room, the children were taken on immersive and personal virtual trips in real-time, each led by a personal tour guide. It’s a campaign with tons of heart, and one that shows the wonderful possibilities of virtual technology for moving brand experiences.
 

Joss Davidge is Director of the Unexpected at BEcause Experiential Marketing, the award-winning agency dedicated to enhancing Brand Love. Sign up to Joss’ next complimentary experiential marketing masterclass to learn about the most effective experiential marketing strategies.