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THE MEDIA NOV_2018 - TMOL

EXPERIENCES Orchestrating the hits: OOH dances to revolutionary beats ‘Without music to decorate it, time is just a bunch of boring production deadlines or dates by which bills must be paid’ – Frank Zapa Disruptive, confusingly rapid and downright daring, technological advances shift perceptions daily, allowing for even greater room for experimentation in marketing – with brand activations constantly upping the ante. By LUCINDA JORDAAN. Life on the edges of the 21st century is … confusing. Daily, we are bombarded with news, impressions and experiences that challenge our perceptions of what’s real or not and leave us wondering: is that news? Propaganda? An ad? Or a true story? It doesn’t help that advertising campaigns – and brand activations in particular – have taken on a life of their own, and are reaching stellar experiential levels. G.H. Mumm is a case in point: France’s premier champagne brand celebrated the design of a revolutionary new bottle and glass concept that allows space travellers to enjoy the bubbly in zero gravity with a taste test par excellence – one South Africa’s own Minnie Dlamini Jones, master of celebrations for the brand, got to experience first hand. “It was incredible to be part of a groundbreaking experience,” enthuses the actress, model and TV star. “As the master of celebrations – and only African on the flight (unless you count brand ambassador, Usain Bolt, lol) – I was privileged to go on this once in a lifetime adventure, and be a part of the brand’s future. I had a complete blast feeling weightless and floating all over the plane, pair that with a sip of champagne that is released in a foam-like bubble texture that just dissolves in your mouth. Heaven!” Dlamini Jones got social media abuzz when she live-streamed a clip of her experience on Instagram – adding local traction to a launch that got global coverage. This, says John Beale, media manager at Pernod Ricard – holding company of the luxury champagne brand – is why activations incorporating influencer marketing and experiential branding works. “They bring a global message through a local voice, and give those who dare to experience their next victory, the chance to win the experience too; it allows the experience to feel like it’s not too far out of reach.” Music in the mix Given their immediate association with entertainment and luxury, alcohol brands have always made it seem relatively easy to tap into the zeitgeist and home in on people’s aspirations – and have found a certain harmony in blending music into the marketing – and there’s none sweeter for an alert brand than a mega concert or live music festival. “Music brings out all of the feels – it brings the experiences everyone’s looking for, and South African audiences are feelers,” notes Minisha Patel, marketing manager at Jacaranda FM. “People really come together – and appreciate that you have set out a day that consumers can enjoy.” P 6 The Media | wagthedog.co.za


THE MEDIA NOV_2018 - TMOL
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