Consumer engagement matrix has evolved considerably in the past few years but 2014 marked a complete transformation from roadshow to consumer rendezvous platform.
Senior Correspondent, Goddie Ofose, reviews Oracle Agency landmark activities last year.
A recent industry report shows that experiential, personalised and hyper-local marketing is rated “very” or “somewhat” important by three out of four consumer brand marketers, and that engagement marketing causes almost nine out of 10 shoppers to add a product to their shopping list.
The Path To Purchase Institute, in collaboration with CROSSMARK, a leading sales and marketing services company, and Marketing Werks, a leading consumer-engagement company in the United Kingdom, released the report which underscores the effectiveness of the evolving field of experiential marketing.
The report –“Experiential Marketing: Can it be Localised, Personalised and Scaled Up Affordably” – is the result of a national survey of consumers and consumer brand marketing executives.
It gauged the effectiveness of experiential marketing that includes a wide variety of techniques ranging from events, brand ambassador programmes and sports marketing tie-ins to highly specialised multicultural and digital campaigns.
Among the findings, 88 per cent of shoppers said if they enjoy an experiential interaction with a product away from a store, they would add it to their shopping list. Some 80 per cent prefer brands that “do more to interact” with them over those that “just advertise” to them.
Seven out of 10 shoppers say they would share a brand experience through social media and other means. Four in 10 “like” a brand on facebook, and one in four post comments on a social networking site.
CROSSMARK Marketing Services President, Jim Rose, said the report confirms the importance of experiential and engagement marketing in reaching consumers and shoppers who “want to see, taste and try products before they buy them.
“When marketing is localised and personalised, the impact is powerful. Experiencing a brand facilitates a greater connection and a faster path to loyalty.”
Mediafacts, published by MediaReach OMD, has also lent credence to the fact. Increasing decline in above-the-line (ATL) marketing budget shows that multinationals in Nigeria are engaging experiential marketing more.
Experiential Marketers Association of Nigeria (EXMAN) President, Kayode Olagesin, enthused recently that clients would be disposed to using brand activation in 2015 because of its increasing importance.
Last year, there were several brand activation exercises but only a few are memorable.
Club Ultimate ocean liner
Gulder Club Ultimate, Nigeria’s revolutionary mobile clubbing platform, held in Port Harcourt, Lagos, and Enugu, was one of the memorable marketing activation in 2014.
The hugely popular mobile club, which debuted in Port Harcourt, is a favourite for fun seekers, with dozens travelling from different parts of the country to participate in the two-day Lagos edition which shut the city down in December last year.
It moves to Enugu later this month, for two nights of entertainment.
Enugu, “The Coal City”, is the nightlife destination of the South East and there is never a dull moment as every day is a celebration for party lovers who hang out at stylish bars and nightclubs.
The event will hold in Enugu on April 25 and 26.
Gulder Senior Brand Manager, Onyeka Okoli, said Enugu is “a special destination for us and we want the connection between Gulder and our friends in Enugu to be a fusion of a fully packed entertaining night with world-class performances.
“The idea is to take this club experience from city to city to engage and excite our consumers, and it’s Enugu’s turn to witness the spectacle of Club Ultimate.”
Four of Africa’s hottest DJs will perform at the party with two hosts on two nights of music, dance, and drinks.
Felix Eiremiokhae, the Managing Director of Oracle Experience which created the platform said the concept was the first and will remain the best mobile clubbing option in the country.
Heineken Green Light Party
The Heineken Green Light Party recently held a variety entertainment show at different locations in Lagos to boost its ‘Dance More, Drink Slow’ global message on responsible drinking.
The brand has floated ‘Heineken Green Light Party’ to take the campaign to beer drinkers, especially the youth.
Like other beers, Heineken is in the forefront of the campaign for moderation among beer drinkers and discourages underage drinking. The campaign reached the climax with the show last week at Quilox, an exclusive club on the Lekki-Ajah road in Lagos.
Aside having international artists on hand to trill Nigerians, every aspect of the event, including ushers, had international touches. It was the first event in the country to parade a mix of local and expatriate ushers and event managers.
Famous British Hip-Hop DJ, Tim Westwood, and Nigerian celebrities came out to identify with consumers at the party.
Amstel Malta Showtime redefined
Prior to last year, Amstel Malta Showtime which discovers talents in music, comedy, dance, and more was boredom spectacle. The show held in 2014 at the University of Lagos opened the excitement that was previously hidden.
Amstel Malta Showtime was premiered in 2012 in Port Harcourt, Ibadan, Benin City, and Lagos.
Star Bottle Xmas Tree
Nigerians are used to Christmas trees but never before had they witnessed one constructed with bottles. The first bottle Christmas tree took Oracle Experience 8,000 bottles to erect at the Lagos Bar Beach.
The STAR Bottle Tree will stand as an iconic landmark shining on into the new year.
Fans and lovers of innovation were not left out in the process of building the tree, as they submitted empty bottles for the record-breaking feat.
The Star Tree symbolises the greatness of the Nigerian spirit personified by Star Lager, the country’s first indigenous beer brand.
It broke the World Record of 1,000 beer bottles held by Shanghai, China.
