Creating Powerful Activations Across European Markets: Strategies and Success Stories

In today’s competitive marketplace, modern consumers, regardless of demographic distinctions, crave interactive and entertaining shopping and activation experiences. Below-the-line (BTL) marketing offers brands a unique opportunity to create shared experiences, enhancing brand awareness and driving sales. As agency representatives, we are thrilled to extend Romania’s pool of talent and inspiration across European borders.

By Florin Badescu, Account Director at Highlight Agency

The Tangible Benefits of BTL Marketing and Retail Activations

The primary advantage of below-the-line (BTL) marketing and retail activations is their ability to create tangible experiences for customers. These initiatives allow consumers to feel, touch, see, and even try out products in an experiential setting. Additionally, BTL marketing can be tailored to match the emotions, buying behaviors, preferences, and relevance of the target audience.

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Brand awareness is not the sole objective of a brand activation. Often, the focus is also on:

The Challenge and Reward of Multi-Market Activations

Creating an activation that spans multiple markets is a beautiful challenge. It requires highlighting unique brand points to consumers, ensuring relevance, and maintaining authenticity amidst shifting consumer profiles and societal changes.

Highlight Agency has showcased its expertise with the Kozel beer brand, debuting it in Romania and expanding across Europe. Reinterpreting Kozel Village in a creative way was a challenge that took us on a path of creating from relaxation areas and interactive activities to innovative technological touches like screens and audio experiences. Our setups have offered participants one-of-a-kind experiences. In 2022, our activations spanned six cities in Italy, Poland, and Romania, lasting a total of eight weeks. The success continued with the grand Den Kozla event in the Czech Republic both in 2023 and 2024 drawing over 20,000 attendees PER EVENT.Velkopopovický Kozel and its rich history and of course their symbol, Olda the goat were a perfect match and source of creativity for our agency, which naturally adapted the Kozel kit for international use in order to attend to every big event in the region. From high altitude in Sestriere in the north-west of Italy, to Milan for iDays or Fiera Milano, and of course Velke Popovice beer factory near Prague, we managed to make the brand visible and relevant.

Collaborating with agencies and marketing teams from other countries was a unique experience that provided the opportunity to learn from industry experts and fully experience the unique beer experience in Prague.

Embracing New Technologies and Trends

The emergence of immersive, engaging, and interactive activations has raised consumer expectations. More than 70% of consumers make purchases influenced by experiential marketing events, highlighting the significant impact of these approaches.

Current market trends provide valuable insights for brands to pursue new opportunities, update their identity, and remain relevant. The trends that resonate with us at Highlight Agency include:

The Strategic Use of Influencers in Modern Marketing

Influencer marketing has seen remarkable growth in recent years. However, it’s crucial for agencies to remember the importance of meticulously researching and analyzing potential influencers and understanding the true demographics of their audience before collaboration.

According to insights from D’Art Design, brands can tap into organic communities by forming long-term partnerships with creators and influencers, thereby boosting brand awareness and fostering trust among consumers. The deep emotional connections that fans develop with their favorite influencers make these activations more than more endorsements; they become genuine, trusted recommendations.

Clearly, leveraging influencers effectively not only grabs the attention of potential customers but also fosters enduring loyalty, making it a potent strategy in today’s digital marketing landscape.

Integrating Photo, Video, and Livestreaming into Marketing Strategies

One positive outcome of the pandemic has been the increased use of photos, video and live streaming on social media platforms. Brands can now reach a wider audience with emotionally engaging content, seamlessly integrating these mediums into their events. Creating memorable user experiences and encouraging online sharing of these experiences are crucial elements to incorporate.

Platforms like Instagram, Facebook, and TikTok offer powerful tools for photo sharing and live streaming. Short videos like Instagram Reels and YouTube Shorts are effective for reaching new prospects and growing a loyal audience. By leveraging these tools, brands can enhance their visibility and engagement in a meaningful way.

The Ever-Growing Power of User-Generated Content

User-generated content (UGC) has become essential for brands. This type of content is original and brand-specific, created by consumers, and serves as a stamp of approval. UGC enhances brand authenticity, with 80% of consumers preferring real customer photos over stock photos.The challenge remains for the agencies to create the appropriate context for them to generate it and share it.

The Importance of Trust and Consumer Privacy

In today’s digital age, consumers place a premium on authenticity, transparency, and the protection of their personal data. Consumers express a desire for greater control over their data.

In response, many companies are developing new systems designed to ensure that customers feel secure when sharing their personal information. This consideration is crucial, especially when collecting data during event activations. By prioritizing consumer privacy and transparency, brands can foster deeper trust and loyalty among their audiences.

The Power of Interactive Experiences

Interactive experiences like virtual reality workshops or creative photo opportunity create lasting memories and encourage social sharing. Experiential storytelling and hi-tech integrations like VR and AR,  keep users engaged and create buzz through word-of-mouth.

In my opinion, there has never been a better time to integrate VR, augmented reality (AR), and other advanced technologies into brand activations. These tools not only elevate user engagement but also generate word-of-mouth buzz within the community. The future undoubtedly belongs to those who embrace creativity, technology, and a commitment to continual improvement. Agencies that are passionate about their work and strive to enhance their offerings day by day, year by year, will lead the way.

Conclusion

The future of brand activations lies in creativity, technology, and passion. Agencies must continuously innovate and adapt to stay relevant and effective. At Highlight Agency, we are committed to pushing the boundaries of experiential marketing, ensuring every activation is memorable and impactful. The journey with the Kozel brand and beyond highlights our dedication to excellence and our drive to showcase Romanian talent on the European stage.