ACTIVATION: RANDOM ACTS OF COMMON LOVE
EXTRACT FROM MEDIA ARTICLE:
Amy Castano shared a passionate kiss with her beau Aaron Evans on Pitt St in Sydney on Monday after she received a bouquet of flowers.
The loved-up couple were all smiles as they were surprised with the lovely gift by florist Common Love in celebration of International Self-Care Awareness Day.
MVMNT AGENCY:
Random Acts of Common Love was a playful take on ‘Random Acts of Kindness’ that placed our client, Common Love and their messaging around bringing people together at the forefront. To celebrate International Self-Care Awareness Day, MVMNT Agency handed out hundreds of beautiful floral bouquets in the Sydney CBD to unsuspecting bystanders. With the struggles many are facing at the moment, the activation allowed for meaningful engagement with the public and left a lasting impression on the recipients of the florals. The activation was a huge success generating word-of-mouth buzz and was further amplified by MVMNT to secure press coverage.
To amplify an activation and break through the noise both offline and online, it is crucial to create a story and a broader range of messaging around an activation that resonates with audiences. For its strategy, MVMNT researched various days of significance that would align with Common Love’s unique selling points and the activation’s main objectives. By tying the activation back to International Self-Care Day, MVMNT added an element of CSR to the activation and in turn, could guarantee positive word-of-mouth buzz and media attention.
Step one: MVMNT identified Sydney’s CBD as the prime location for the activation to maximise exposure and reach a diverse audience of spectators. Many of the passersby were corporate workers rushing through the area on their lunch break. This made the location perfect as it stopped workers in their trackers and effectively forced them to ‘smell the roses’ tying flawlessly with the activation.
Step two: We engaged a photographer to snap imagery of the event so that we could have a full suite of assets that could be shared with media to secure press coverage off the back of the activation and that could be shared with the client for their socials to generate further exposure. There should always be a heavy emphasis on social engagement in order to reach consumers who are not physically present at the activation to drive awareness and buzz. In this instance, our photographer was able to capture the heartwarming interactions with the public which made this activation truly memorable and capture people’s attention when shared online.
Step three: One of the main objectives of the activation was to bring people together through a shared experience. As a result, we needed to be tactful in how we encouraged the public to share the activation to their socials without defaming the integrity of the messaging. The elements of the activation therefore had to be shareable by design with subtle cues to Common Love’s branding. The interactions themselves with each member of the public had to be momentous enough to be shareable which varied greatly from previous activations. Through this thoughtful approach, we ensured every interaction with the public was memorable and a positive brand experience with the underlying aim to drive brand awareness. We then pitched out the high-res imagery to news and entertainment publications to push brand awareness as well as the activation. By effectively harnessing both public and media promotion, we were able to enhance the reputation of Common Love and fostered a strong connection with our target audience.
At MVMNT Agency, we understand the importance of standing out from the crowd and making a lasting impression. That's why we believe that unique activations and unconventional concepts are key to building brand awareness and achieving success. By prioritizing creativity and innovation in all of our campaigns, we are able to help brands break through the clutter and connect with their target audience in a meaningful way. Our approach is all about pushing boundaries and taking brands to new heights, and we are proud to have helped countless clients achieve their goals through our strategic and impactful campaigns. MOVE NOW: grace@mvmnt-agency.com
