Experiential Marketing
Brand experiences people step into. Installations, pop-ups and the campaigns that get retold afterwards.
Experience is expensive per person and unusually effective per person, which is the opposite of almost all other media. That makes it the wrong tool for building reach and the right one for products that need explaining.
Notes on installations, pop-ups and street formats — including the ones that predate marketing entirely and still hold a crowd better than anything with a screen.
The QR code is not the strategy
An activation with a QR code on the backdrop is not phygital. It is an activation with a QR code on the backdrop. The join has to be designed, or there is no join.
7 min read
What works in a village does not work in a mall
In a mall you are competing with lunch. In a village you are competing with nothing at all — and that turns out to be a harder problem, not an easier one.
6 min read
How we launched a tractor engine oil with puppets
TRACTAGRI XPL had to reach farmers across seven states. Farmers do not read advertising, and they do not stop for a brochure. They do stop for a show.
8 min read