Activation. Think of it as a war cry that your brand is creating. It brings people that are close to your brand, together and around a singular purpose. It influences the fence-sitter, but most importantly, it introduces the brand to outsiders. The reason why an activation is able to do this is because it creates a strong, honest impression in the minds of people, that the promises made by advertising are true. An activation actually brings alive a brand’s promise, lets them experience it, live it, cherish it and hence believe in it. Simply put, activation ensures people believe you and that’s why, buy you.

Experiences matter a lot to the younger segment of the population at large.This audience becomes a critical mass for a brand’s survival. At this young stage, if the audience trusts, loves and connects with the brand, they become your biggest ambassadors, influencers and evangelists. Activation is the next leap of marketing which is more focused on experiences, participation and rewards rather than just on products and services. 

For Lifelong to promote its fitness equipment, we created a movement “Fight Lazy” and rallied the audiences around one common purpose, being fit. Fighting this common nemesis had instant gratification. It got them to shed a few grams, it made them feel good, they shed some more and felt even better. Now, there’s nothing stopping them and they believe Lifelong, as a brand, knows and understands fitness. An activation idea does just this, it converts non-believers into believers. 

So if your products are best sellers, commanding a significant market share, rallying your audiences around a purpose provides activation energy, ensuring your brand stays alive, relevant and loved, lifelong.