BRAND

ACTIVATION
STRATEGY
MONA OPRAN – SAATCHI & SAATCHI
A BI-DIRECTIONAL
RELATIONSHIP
BETWEEN BRANDS
AND PEOPLE,
IN ANY FORM OR ANY
POINT OF CONTACT

Mona Opran – SMARK – Brand Activation

 BRAND
ACTIVATION Consumer
BTL

Engagement
Brand
Engagement

... It's about building

movements around ideas ?
that people want to
participate in … Events / Stunts

Community
management

Consumer
Activation
Mona Opran – SMARK – Brand Activation
THE TRUTH TODAY

BRAND BUILDING BRAND

ENGAGEMENT

Mona Opran – SMARK – Brand Activation

T-Mobile Josh Band

Mona Opran – SMARK – Brand Activation

PARTICIPATION
FRAMEWORK
Saatchi & Saatchi strategic and
creative TOOL for engagement
projects

Mona Opran – SMARK – Brand Activation

WHAT IS A
PARTICIPATION IDEA?

1.  Characteristics:
Funny, Emotional, Sticky, Involving
2.  Drives emotional reaction
‘Moves me to do something’
3.  Drives behavioural reaction
Join in, play with, send forward, share
4.  It is people dependent
‘wouldn’t come alive without them’

Mona Opran – SMARK – Brand Activation

HOW TO BUILD A
PARTICIPATION PROJECT?

1.  INSIGHTS: Who / Where / When

2.  PARTICIPATION MATRIX:
Communication strategy
3.  IDEAS: Portable, Potent, & Personal

Mona Opran – SMARK – Brand Activation

INSIGHTS  
IT  IS  ABOUT  CONSUMERS  
PEOPLE  YOU  WANT  TO  TOUCH  
 

Mona Opran – SMARK – Brand Activation

CONSUMERS – KEY QUESTIONS

Who are your players?

How are they advocates for the idea?
How are they blockers for the idea?
How do they benefit from project success?
What are their Characteristics and Passions?

Mona Opran – SMARK – Brand Activation

CONSUMERS – EXPECTED REACTION

How would they experience your idea?

make you lie down
bore hurt
relax
not make sense be sweaty
be public
be HUGE surprise be cold
be SMALL be funny
be private be hot
be sad
be inappropriate be shared be dry
be wet
offend be individual be near
make a difference
honour be fatal be far

Mona Opran – SMARK – Brand Activation

CONSUMERS – PERFECT TIMING

When do you want them to experience?

in bed moving
holiday
in bad times at home
library/church
right now
weather at event
concert
tomorrow in movie/TV/
book/song commute home waiting in line
for a week
commute work in the bathroom
in good times
for a month elevator in 5 seconds

Mona Opran – SMARK – Brand Activation

PARTICIPATION MATRIX

è COMMUNICATION
STRATEGY

Mona Opran – SMARK – Brand Activation

BEHAVIOR / AUDIENCE

Mona Opran – SMARK – Brand Activation

BEHAVIOR / AUDIENCE

STRANGERS ARMY

ACQUITTANCES VIP

Mona Opran – SMARK – Brand Activation

BEHAVIOR / AUDIENCE
Culture
Broadcast TV Press Platform

Magazine Radio Community Tattoo

OOH
Group

Digital Outdoor Like Gaming

Coupon Wikipedia

Trial / Giveaway Customisation Facebook

Dynamic
POS Promo Twitter Experience
Coupon
DM POS
AUGR Event

Mona Opran – SMARK – Brand Activation

IDEAS
PORTABLE, POTENT, & PERSONAL

Mona Opran – SMARK – Brand Activation

3 P’s

PORTABLE How does it move across canvasses?

How does it OMR? (Objective, Message,

POTENT Result)

PERSONAL How is it personal?

Mona Opran – SMARK – Brand Activation

THE UNIVERSAL LAW OF PARTICIPATION

Reward > Effort

Entertainment Attention
Utility Activity
Inspiration Creativity
Social currency Time

Mona Opran – SMARK – Brand Activation

AND HOW DO WE KNOW
WE HAVE A WINNER?
1

3
Mona Opran – SMARK – Brand Activation
WHEN WE GENERATE A
BEHAVIOURAL MOVE
Active
Making

Contributing

Commenting
Mass Niche
Sharing

Liking

Viewing Passive

Mona Opran – SMARK – Brand Activation

 WHEN WE GROW A PROJECT THROUGH THE 4 PHASES
PHASES

INTRODUCE RECRUIT AMPLIFY DREAM

+
WOW

Bring together
Personal sponsors, stars,
ACTIONS

Portable &
Seed at the core connection and fans, and media
Potent
crowd source” to start the
journey again
BUZZ
 KA
MIL UL O
S
ORA ETII CHI FUN
DR R EET
TAN S T

M PERS F F E ISEN
PA BY RAI A F A R A
BA T
VIA ASH
UT URE C
F

Mona Opran – SMARK – Brand Activation

SOME LEARNINGS,

THE WAY AHEAD

Mona Opran – SMARK – Brand Activation

STOP THINKING
TVCs AND PRINT
ADS.

THINK SOLUTIONS

Mona Opran – SMARK – Brand Activation

 THINK BIG

•  Think integrated / everything

merges around the IDEA

•  Think about the effects and not

about the piece of work in itself!

•  Think about how & where to reach

real people

•  Think AMPLIFICATION: how to

create spontaneous free media
space
Mona Opran – SMARK – Brand Activation
FURTHER INSPIRATION

h#p://krconnect.blogspot.ro/
2010/11/you-­‐say-­‐collaborate-­‐i-­‐
say-­‐par;cipate.html  

Mona Opran – SMARK – Brand Activation

QUESTIONS

Mona Opran – SMARK – Brand Activation

Mona Opran – SMARK – Brand Activation