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.
The Movement’s Manifesto
It’s a declaration of what’s to come. It details everything you need to know about this fight. Everything you need to fight this fight. Your allies, your foes. It’s all here, in the manifesto of the ‘Fight Lazy’ movement.
Arsenal made accessible on Amazon
When starting a movement, we wanted to arm people with the right fighting power. The tools, the ammunition needs to be easily available. Hence we took them to the Amazon store. Here, they can pick and choose what they must have in their arsenal.
We make brands look good. Milind helped us make it look even better.
We crafted a visual story that showcased Milind being fight-ready. The brand’s best sellers and India’s greatest fitness icon come together in the a grungy setting. Milind brought the determination, the power and the focus required to fight lazy.