Brand activations are taking the marketing world by storm. The industry appears to have arrived at a place where brands are seeking to promote through brand activations and experiential campaigns as much as they are through TV and print.
Brand activations provide agencies with a platform to demonstrate how creative they are, and provide consumers with a truly immersive experience. However, agencies can place too much focus on creating an innovative, authentic activation concept, when they should place more focus on the location selected for the activation. After all, there’s little point in producing an incredible, never-seen-before activation if people will quite literally never see it, right?
The best locations to choose are those that provide high footfall of the audience a brand is looking to target. High footfall alone is not enough. It is all well and good a location drawing 10,000 people, but if only 5% of that number is the brand’s target audience, it is of little use. In this instance, quality is definitely better than quantity; though a well-thought out activation would have both. The site should also be suitable for sharing the experience across social platforms, so an area with enough space for the many to be able to capture the moments on film is vital. The rise of Facebook Live means this requirement should be at the forefront of discussions when deciding on location. This way, not only are consumers physically at the activation going to be able to see it, but also all those viewing through digital means.
Locations that fit the brief in terms of high footfall, attract a variety of audiences and have the required amount of space are Waterloo train station and Southbank on the river.