This research paper will analyze the brand activation of the campaign for the Tribeca Film Festival from the advertising agency DDB. The information in this research paper was gathered by using various academic resources. The aim of this analysis is to illustrate an image of the chosen advertising campaign and to explain how this brand activation differs from basic brand communication.
1. Introduction
This research paper will analyze the brand activation of the campaign for the Tribeca Film Festival from the advertising agency DDB. The information in this research paper was gathered by using various academic resources. The aim of this analysis is to illustrate an image of the chosen advertising campaign and to explain how this brand activation differs from basic brand communication.
2. The Campaign
The advertising agency DDB created a campaign for the Tribeca Film Festival in 2019 that gave people a chance to experience their favorite stories like never before. The agency partnered with an Egyptology professor to create realistic hieroglyphic illustrations that were re-telling film stories including Apocalypse Now, The Simpsons and This is Spinal Tap. They re-imagined over 100 scenes that were installed around the festival site and throughout different locations in New York City. The festival also provided an app that translated the hieroglyphs by taking a photo of the illustrations. The aim of the campaign was to communicate that great stories are always timeless although formats are constantly changing. (https://ddb.com/creative/great-stories-are-timeless/)
3. The Success
According to Gunawardane and Dk (2020), a successful brand activation campaign can be measured by certain principles like uniqueness, brand relevance, or customer reach. In terms of uniqueness, the campaign was a big success since there has been no other film festival that used hieroglyphics as a creative way of marketing. Terence and Shimp (2013, p. 263) also write that unexpectedness is a key to a successful marketing campaign. Generating interest and curiosity is an effective method of attracting new customers as well as enhancing consumer loyalty (Shimp & Andrews, 2013, p. 263). When it comes to brand relevance the campaign represents well the core value of Tribeca, which is to provide a platform for multiple ways to experience storytelling. Regarding customer reach the campaign was extremely present since the hieroglyphs were visible at numerous bus and metro stations, therefore thousand of New Yorkers passed by these advertisements on a regular basis.
4. Brand Activation
According to Gunawardane and Dk (2020) brand activation should create or strengthen the emotional bond between customers and a brand. This can be accomplished by providing possibilities to engage and interact with the brand (Gunawardane & Dk, 2020). DDB was able to activate the brand and customers of Tribeca by creating hieroglyphic illustrations and offering an app for people to engage with this type of storytelling. This is the point where the campaign also differs from regular brand communication, which is according to Simpson (2016) an ongoing process to maintain and promote a brand. Whereas brand activation aims to reach a better state and to improve the emotional connection between customer and brand. DDB succeeded with its interactive campaign for Tribeca, offering people a unique way to experience their favorite movie stories.
5. Conclusion
The research shows that the campaign for Tribeca Film Festival is a good example of successful brand activation due to its unique and interactive concept. The campaign shows that people need to engage with the brand to form an emotional bond and to enhance the recognition of the brand itself. DDB found a way to represent the core value of the festival and at the same time, it created a campaign that has never existed in this way before.
6. Bibliography
Anon., n.d. DDB. [Online] Available at: https://ddb.com/creative/great-stories-are-timeless/ [Accessed 20 April 2022].
Gunawardane, N. & Dk, T., 2020. Brand Activation in Driving Customer Engagement: Theoretical and Practice Review. The International Journal of Business and Management, May.
Shimp, T. A. & Andrews, J. C., 2013. Advertising, Promotion, and other aspects of Integrated Marketing Communications. 9. ed. Mason: s.n.
Simpson, J., 2016. Econsultancy. [Online] Available at: https://econsultancy.com/brand-activation/ [Accessed 19 April 2022].
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- Quote paper
- Sophie Märzweiler (Author), 2022, Tribeca Film Festival. Brand communication and activation, Munich, GRIN Verlag, https://www.grin.com/document/1284602
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