Right Brain, Left Brain Blog

67 posts categorized "Experiential"

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.

Continue reading "Every brand’s new secret weapon" »

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.

Continue reading "There isn’t too much advertising – there’s too little" »

26 May 2015

Top 5 Drone-Driven Campaigns

EVE_4 Blog Image Drone

When you hear the term ‘drones’, you’ll probably either think of the small quadcopters Amazon want to use to deliver packages, or the large unmanned aircraft flying over warzones.

The smaller commercial versions of them are being used in a variety of different ways, from delivering food and taking selfies, to being used as an ambulance drone, widening the availability of Wi-Fi in remote places and even planting trees in rainforests. Furthermore, we're seeing increasing use of them for - the rather awkwardly termed - ‘Drone-vertising’.

Here are 5 ways that brands have used drones to get their campaigns ‘off the ground’.

Coca Cola

In an effort to bring a little happiness to the lives of its migrant workers, the Singapore Kindness Movement joined forces with Coke to deliver photos of locals thanking them for their hard work and some ice-cold cans of coke. Since their construction sites were on the top of half-built skyscrapers, drones were used to get the care packages to more than 2,500 workers.

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11 May 2015

Untapped Potential: Top 5 experiential secrets in travel retail

Travel retail is now big business, with airports quickly developing into favourite shopping destinations for consumers with the time to browse and the spending power to buy.

Increasing competition for airport retail space, means experiential marketing can hold the key to brands standing out from the crowd and grabbing consumers’ attention. The right kind of activity helps travellers pass the time as they wait for their flight, gives them the chance to try products before they buy, and drives them in-store to make a purchase. Create a good experience, and the chances are travellers will also spread the word to families, friends and business contacts.

Here are five tips for creating airport experiential activity with impact:

1. Plan from the start

Great experiential begins with great planning. To meet a brand’s marketing objectives, it should be integrated into any retail activity from the start – whether that’s airport-specific or the wider marketing, trade or consumer goals. It should never be a last-minute bolt on and should be factored into your airport activity budget from outset, so that it can sit alongside and complement other marketing activity.

KPIs, targets and other relevant metrics should be built into your experiential plans, with key learnings reviewed at the end of each activity and incorporated into future planning.

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16 March 2015

Top 5 Augmented Reality Outdoor Campaigns


Augmented reality isn’t necessarily a new concept in outdoor advertising. Back in 2011, Lynx used the technology for their Fallen Angels campaign in London, Victoria Station, where virtual angels fell to earth via the station’s big screen.

Here are 5 recent examples of innovative outdoor campaigns that are using augmented reality technology to add a new dimension to their experiential and guerrilla marketing.

Skoda Fabia

In February 2015 at London’s Waterloo Station, passers-by were able to interact with a touch screen display and customise their own version of the Skoda Fabia. With 14 colours, 5 interiors and 3 concepts to choose from, once they’d chosen from one of 90 possible designs, the customised vehicle appeared on the screen in real time. A great example of how AR can give consumers more control during a campaign.


Continue reading "Top 5 Augmented Reality Outdoor Campaigns" »

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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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