Mediascope sets the trend for brand activations during festivals season

Mihai-Alexandru Cristea 11/07/2022 | 08:00

Elena Genes, Account Executive, Mediascope

Mediascope delivers best-practice building and 360 brand management, currently managing the implementation of cross-channel trade-marketing projects for more than 20 international brands.

 

As the restrictions were lifted, brands began to reconnect with people offline and went beyond the phone’s screen format. Pop-up stands are starting to take shape again in brands’ shopper marketing strategies as the context has allowed businesses to connect with people outside the space of their personal home, back to outdoor. Mediascope proposes to brands the pop-up activations that allow reaching new targets, they address new audiences and offer them the opportunity to test new products or interact with prototypes.

Consumers are gaining more and more confidence in this post-pandemic format

Mediascope believes that this type of activation comes with numerous advantages, the first being that the brand can get instant feedback for a new product or that it plans to launch on the market. Thus, the product can be adjusted according to customer feedback, before it is launched to the mass-market. Also qualitatively realized, these pop-ups can become an attraction for those active in social media. By offering them an experience, people will reward the brand with social media posts, mentions in their own content, and hashtags inserted into the text. But most importantly, people will pass on your brand to their followers.

The pandemic has influenced how brands consider pop-up activations, and many marketers appreciate the flexibility this format offers, in terms of time, size, how they interact with it and more.

Brand engagement in the summer season

Summer is the period associated with socialization, euphoria and, in general, a relaxed attitude. People are looking for more outdoor activities during the summer months, and brands have many opportunities to surprise them with seasonal activations. How can brands include seasonal activities in their strategy and why summer is a different season compared to the others? Mediascope’s answer lies in the specifics of the period and in the behavior of the consumer. Anchored to the reality on the ground, brands can come up with creative solutions to surprise the consumer in the places often frequented at this time of the year.

FOGO (fear of going out) kept people away from any activity that involved a health risk. As the context has allowed, activities have resumed a new course, and in 2022, we can already talk about events with a large number of people, the reopening of industries that have suffered in the last two years and the return to a more intense lifestyle.

According to the study “Events Behavior in 2022” conducted by the Starcom Romania media agency, 9 out of 10 Romanians in urban areas plan to participate in at least one event this year, including concerts, shows, seasonal fairs and music festivals, which are in the top of the references of young people.

Thus, the summer of 2022 promises to be much more active, and people are much more eager to return to their previous lifestyle and social interaction.

The same study shows that Gen Z (18-24 years old) is looking forward to attending this year’s festivals, where they plan to socialize, have fun and take part in the activities organized by brands in these locations.

The involvement of brands in cultural events and activities has the effect of arousing curiosity and influences the consumer to take into account the respective brand in the purchase decision, especially in the mature segment (+45 years). On the other hand, for those in Gen Z (18-24 years old) it matters more to take pictures within the brands activations, they look for the “instagrammable” activations. Finally, for the 25-44 years age segment, this type of activity contributes to building and maintaining loyalty.

 

Present on the Romanian market for 17 years, Mediascope focuses on the online-offline integration of projects and allocates major resources in this regard. For more information, visit Mediascope.

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