As we kick off a new year and think about how brands get people talking, one thing feels clearer than ever. Physical presence and real human interaction are key.
In a world where so much brand communication lives on screens, people are craving moments they can step into. Things they can experience, touch, try or be part of. When brands show up in the real world, they create space for connection, inviting people in and giving them something to remember.
Done well, they help people engage with a brand in a more meaningful way, drive trial of a product or service, and put real faces behind the logo.
And while digital remains essential, it’s no longer enough on its own. Whether a pop-up, a live experience or a simple interactive idea, these touchpoints help brands feel more rounded and present.
After a period of playing it safe, brands are backing themselves again. They’re taking creative risks, expressing clearer opinions and making braver choices. In an overcrowded attention economy, standing out is no longer optional. It’s essential.
A recent example is our work with the male grooming brand Rock Face, where we delivered an activation designed to bring their scent credentials to life. We took to the busy streets of major city centres, partnering with a scientist to conduct a chemical-based study on the impact of scent on heart rate. The activation combined influencer involvement and product sampling, with timings strategically aligned to a multi-channel brand campaign during Rock Face’s peak trading season.
We also delivered a highly visual activation for Booking.com, which emphasised their commitment to local communities, in addition to creating noise around the opening of their new Manchester offices. Using the derby football match as a hook, we brought to life the ‘red or blue’ debate by creating the ultimate Manchester ‘Stunt Stay’ – a perfectly split half-red, half-blue house, located at the middle point of Old Trafford and Etihad stadiums. The campaign created a content-rich opportunity including a photo-stunt for earned, owned, paid and shared channels.
Why activations matter more than ever
At their best, activations do more than generate headlines or social buzz. They put products and services directly into people’s hands or, where that’s not possible, give audiences a clear and compelling call to action.
Sampling, trials, demos and live experiences allow people to experience a brand rather than be told about it. And when there’s no physical product, activations still work by inviting people to sign up, show up or rethink something.
Whether it’s B2B or B2C, decisions are still made by people. A finance director or procurement lead is no less human than a consumer browsing the high street. Activations that recognise this, and speak to people rather than job titles, are the ones that cut through.
Strong foundations make bold activations easier
Successful activations don’t happen in isolation; they’re built on clear brand foundations.
When brands know who they are, decisions get easier. Creative routes sharpen, tone of voice becomes instinctive, and audiences feel that confidence too.
Without this clarity, activations risk becoming noise. Visually impressive, perhaps, but disconnected from the bigger picture. With it, even simple ideas can feel distinctive, memorable and powerful.
Top five tips for a successful brand activation
- Start with a single human truth. What do you want people to feel, think or do?
- Make participation effortless, not forced
- Design for experience first, focussing on creating something that will genuinely be of benefit.
- Anchor everything in the brand. From visuals to language to behaviour, an activation should feel unmistakably like the brand behind it.
- Remember who you are really talking to and speak to them in way that will allow you to connect.
Experiential marketing has become one of the most powerful ways for brands to connect. Activations are designed to spark emotion, bring together communities, and turn moments into measurable impact.
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