Brand Activations

Brand activations are powerful tools for engaging attendees at events, creating excitement and energy while reinforcing a brand’s message. These interactive experiences can range from simple analog activations to sophisticated digital engagements, all designed to foster connection and engagement within a brand environment.

Experience

In the competitive landscape of trade shows, brand activations stand out as an effective means to capture attention and enhance attendee engagement. By creating immersive experiences that tell a story or reinforce key concepts, brands can leave a lasting impression. Whether through tried-and-true methods or innovative ideas, activations are essential for driving interaction and making a meaningful impact on attendees.

Challenge

One of the primary challenges in executing brand activations is ensuring that they resonate with attendees while being easy to understand and participate in. The activation must be engaging without being overwhelming, providing a low barrier to entry while encouraging deeper brand engagement. Additionally, balancing budget constraints with the desire for high-impact experiences can be a complex task, requiring creative solutions to draw large crowds to the exhibit space.

Solutions

Our approach to brand activations includes a variety of successful examples that cater to different audiences and brand objectives. One strategy has been implementing traditional interactives, such as raffles, prize wheels, and Plinko games. These experiences are easy to understand, require minimal effort from attendees, and reward engagement with the brand. They can be scaled to fit various budgets, from simple prizes to high-end giveaways that create excitement and draw large crowds.

Food and beverage offerings have also proven to be effective draws for attendees. Providing something as simple as coffee or unique local beverages creates a welcoming atmosphere. For instance, in a movie premiere-themed exhibit, we offered popcorn to enhance the hospitality experience and create a memorable connection to the brand.

Another engaging option is photo booths and sketchbots, which allow attendees to commemorate their experience. Traditional photo booths provide instant keepsakes, while our sketchbots take attendee photos and create quick, hand-drawn portraits. These can be offered as physical prints or digital copies branded with the client’s logo, providing a unique and personalized takeaway.

Additionally, we’ve introduced gamification through game show-style trivia that aligns with themes such as “Experience Better Together,” enhancing attendee interaction. In a themed exhibit called “Find Your Fit,” we featured Tetris face-offs, while gesture-based games and reactive digital surfaces captivated attendees, creating engaging and memorable experiences.

Finally, we’ve explored sensory experiences with innovations like flip disc walls, which reflect attendees’ movements and create engaging sounds. These installations not only draw attention but also provide a tactile and auditory element that engages attendees in a unique way, enhancing the overall atmosphere of the exhibit.

A Ping Pong-style custom voting station for the client’s products

Who doesn’t like a great arcade game?!

A custom programmed trivia game to identify classic partners – like Batman and Robin!

Results

The implementation of brand activations has proven to be a successful strategy for engaging attendees at trade shows. By creating exciting and interactive experiences, brands not only capture attention but also foster deeper connections with their audience. These activations encourage participation and enhance the overall brand narrative, resulting in memorable experiences that resonate long after the event. Ultimately, the strategic execution of brand activations has positioned our clients as leaders in their respective industries, driving greater engagement and brand loyalty.

The people behind the project

” Brand activations are the experience, within the experience, of attending your event or trade show exhibit. Its such a rich opportunity to connect an emotion to your brand story.” – Mike Vallone, VP, Creative & Brand

Work

Unique brand environments

Work

Axonius

The design of the Axonius Tel Aviv office headquarters focused on creating a dynamic, innovative workspace that reflected the company’s fast-paced growth in cybersecurity. By blending functional versatility with modern aesthetics, the space supports various work styles and integrates cutting-edge technology, all while maintaining a strong connection to the local Tel Aviv environment.

Brand Activations

ChannelAdvisor’s Catalyst Event

ChannelAdvisor’s Catalyst events from 2014 to 2018 were vital in connecting e-commerce professionals and industry leaders to explore the latest trends and innovations in online retail. Each year, the events were designed to reflect the new Catalyst event branding while maintaining a consistent brand essence, providing a dynamic platform for knowledge sharing, networking, and showcasing ChannelAdvisor’s solutions.

Brand Continuity

Our partnership with Essentium spanned multiple events, including Rapid TCT, SEMICON West, and Formnext, as well as the design of a virtual showroom. By maintaining brand continuity across these varied platforms—both in the U.S. and internationally—we created sleek, product-focused environments that highlighted Essentium’s cutting-edge 3D printing technologies and capabilities, ensuring a consistent and impactful presence wherever their brand was showcased.

Use of Graphics

Graphics can be crucial in transforming a space through 2D design, completely turning predictable architecture into something thematic and engaging.