Live brand experiences 'need a sense of purpose'

Date: 10/05/2010

People looking to stage live brand experiences may wish to heed the words of Demola Adedoyin, a former Unilever employee who now leads a successful ad agency.

In an interview with Business Day, the Nigerian-born entrepreneur stated that live experiences should go beyond hiring a DJ or road show to attract the attention of a crowd and become more about bringing a brand to life.

As well as catching the attention of the target audience, the campaign should also spur them to action and drive home a given message.

It is also vital to understand the cause idea behind the campaign or the brand experience will be meaningless, Mr Adedoyin added.

"You need to know the reason from the business perspective, from the communication objective and then from the consumer/customer perspectives," he told the news provider.

"Of course, without a good idea activation does not stand a good chance."

It follows news that Microsoft and PepsiCo International have joined forces for this year's FIFA World Cup.

Posted by Peter Chad. ADNFCR-2060-ID-19768429-ADNFCR