Right Brain, Left Brain Blog

70 posts categorized "Experiential"

23 November 2015

Taking brands into the realm of the senses


“Galleries are overwhelmingly visual. But people are not – the brain understands the world by combining what it receives from all five senses. So can taste, touch, smell and sound change the way we ‘see’ art?”

This was the question that prompted the creation and launch of the Tate Sensorium – an award-winning small but beautifully formed installation that has been receiving great reviews and proved so popular that it was extended until October this year.

It featured four famous paintings, but rather than simply letting visitors view them, it built a sensory experience around each one encompassing smell, taste and touch inspired by the art. The result was a far more immersive experience than you would get in any traditional gallery. This enabled people to make a deeper connection with the paintings and get a better understanding of each one.

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13 November 2015

Driving innovation through brand experience

As the saying goes: “If you spoke to people the way advertising does, they’d punch you in the face.” Today, it is necessary to communicate with people like they’re people, not treat them as if they’re machines made up of consumer data. Even more important is to understand that consumers are in control of your brand. Brand success today is about interacting with your customers to address joint needs. Finding out the challenges your audience faces and making sure your business answers those needs with the products and services it develops is key.

Therefore, it makes sense to build participation or ‘co-creation engagement’ into events so you can collect relevant customer information that can be used to drive innovation within your business that solves real customer problems.

A double win

Events offer the perfect co-creation engagement platform, where customers can personalise their experience through being able to give feedback about their needs and challenges. This can significantly increase the return you get from your live marketing.

It is a double win because not only does co-creation lead to the development of relevant products and services that your customers want, but it also delivers your field research, as you gain a deep understanding of the customer’s state of mind and their decision-making process for purchasing your goods.

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23 October 2015

Why marketers need to create a stink

Did you know that smell is the sense most connected to memory? It’s something that has intrigued marketers for some time. But until recently it has been seen more as a gimmick than a serious marketing tool. However, it’s increasingly being viewed as an effective way to create more immersive brand experiences, thanks to developments in scent technology.

Scent marketing has already been used with some success in packaging and in the automotive sector. Samsung, for example, has created a particularly distinctive and comforting smell that is emitted when someone opens the box that holds their new phone. Meanwhile, car manufacturers have used the technique to develop the ‘new car’ smell – so when you get into a new car for the first time, that wonderful aroma is likely to be less about the interior materials, and more a scent that has been specifically crafted for the experience.

Aroma therapy

One of the most well known examples is fashion retailer Abercombie and Fitch, which scents its stores with a particularly strong, exotic aroma. Although it isn’t to everyone’s taste, it certainly differentiates the brand.

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14 September 2015

Every brand’s new secret weapon

Make no mistake, your brand’s value now relies or will soon rely on two-way participation experiences with your customer. And it’s not just Generation X or Generation Y. The rise of digital media, followed by increasing smartphone and tablet ownership has resulted in a highly fragmented communications landscape, making it more and more difficult to engage with all generations through traditional marketing techniques.

What’s more, people have become increasingly marketing savvy and with the help of digital filters are adept at filtering out messages that don’t interest them. In some countries nearly one quarter has adblocking software installed, 1 in 5 in the UK. Bombarded by thousands of marketing messages by businesses and brands offering similar products and services, it’s not only tough to reach your target audience, but also to make an impact when you do.

Consequently, marketers are always looking for a platform that allows them to communicate their brand benefits to an engaged audience willing to listen. They want more personal conversations with hot leads and more participation from customers to help develop products and services that people actually want.

It’s no surprise then that brands are turning to experiential marketing to satisfy this need. Once seen as the poor relation in the marketing mix, it is increasingly becoming a key part of marketing campaigns and marketers’ new secret weapon by not only immersing people in a brand through interaction and participation, but also being highly shareable across digital media.

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25 August 2015

Top 5 totally unreal virtual reality campaigns

Virtual Reality Featured Image %28Cream Global%29

We’ve already looked at the cutting edge of augmented reality, projection mapping, dronevertising, and contactless technology, but there’s one current marketing tool that seems to be even more on the fringes of science fiction than all of these; virtual reality (VR).

Morpheus in the first of the Matrix movies said, “What is real? How do you define real? If you're talking about what you can hear, what you can smell, taste and feel, then real is simply electrical signals interpreted by your brain.” We’re already in an age when brands are able to fool our senses using the latest VR devices.

From 2016 onwards, virtual reality is going to become widely available to consumers with the commercial launches of Facebook’s Oculus Rift, HTC’s Vive and, the fittingly named, Project Morpheus from Sony.

In the meantime, brands are already starting to use VR in campaigns and here are our five favourite examples;

Hyundai – 4D World rally Championships

Hyundai gave visitors to the World Rally Championship in June 2015 a sensational 4D multi-sensory driving experience. Wearing Oculus Rift glasses, people could see just what it was like to be a co-driver on the track during a race. A motion platform simulated centrifugal forces of up to 0.5g, while specially developed software merged motion and audio data from the 360° race footage.

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03 July 2015

Video Ad of the Week: RFSU ‘Penis can surprise you’ (Norway)


Picture this: There you are sat enjoying a day at the beach in Norway and what should appear behind you but a giant penis that starts spraying you with glitter!

I’m not even joking… sexual health charity RFSU has taken a pretty, ahem, serious approach to raising sexual health awareness in Norway and it’s doing that by terrorising 16-25 year olds with a giant penis costume taking to the streets, parks and beaches, jumping out and surprising people by ejaculating gold glitter all over them.

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17 June 2015

Top 5 Contactless Campaigns using RFID & NFC

Top 5 Contactless Campaigns Using RFID

You may not know what they stand for, but chances are you’ve experienced RFID (Radio Frequency Identification) or NFC (Near Field Communication), especially if you’ve used an Oyster Card or the banks’ latest contactless payment apps. The concept is simple, when a tag comes into contact with a reader, an action is performed.

Coca Cola and Renault used RFID wristbands and cards that linked to people’s Facebook accounts, allowing them to physically check in and ‘like’ their products. It was even used in the 2010 New York Marathon so that a tag on runners’ shoes triggered a message from their loved ones as they passed certain points on the route.

Here are some of our favourite campaigns that have used the technology more recently;

Harrods & Ralph Lauren

In 2014, to celebrate the expansion of the Polo range at Harrods, 15 window displays at their store in London were brought to life with NFC-enabled touch points. Passers-by could tap their phones to the windows and access exclusive content, download a map of Harrods, and even order and buy online if the store was closed.


Image Source; Proxama.com

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02 June 2015

There isn’t too much advertising – there’s too little

If adverts were in more relevant places, they’d be more effective, says Alex Smith of Sense

We’re all familiar with the idea that the world is oversaturated with messages. Advertising seems to be everywhere, always trying to butt-in. “What,” we cry, “doesn’t have a brand tastelessly plastered over it these days?”

Well, actually, pretty much everything.

I’m sitting in a coffee shop as I write and looking around I see tables, chairs, plants, lights, crockery, windows, floorboards, toilets, people, clothes, tills, mirrors, and so on – none of which perform any kind of advertising purpose. They just basically are what they are.

The same thing is happening out on the street. Cars, doorways, rubbish bins, lampposts, trees, bike racks, street sweepers, benches – these are not advertising, they’re just things, doing their job. Useful things. 

It seems that nothing that’s actually useful does an advertising job, only useless things like poster sites, flyers, guys wearing sandwich boards. Isn’t that a bit weird?

Now of course, people can try sticking ads onto stuff – any flat surface is fair game apparently – but that’s just creating a parasite, not actually converting that thing into advertising. What we should be looking at is the communication potential of the actual objects, and of the jobs that they’re fulfilling.

Success by association

Say that Kit-Kat was able to take responsibility for public seating across a city. More comfortable designs, consideration of locations with good views, convenience, sun aspect, better maintenance, etc – basically becoming the public bench lobby. This would chime quite nicely with its ‘take a break’ proposition, and hey presto a bunch of Kit-Kat ads cease to be, replaced by multi-tasking everyday objects, doing their functional job with a bit of subtle communication on top.

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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