We’re at the tail end of another year in the ever-evolving world of brand experience and delivering a first-class campaign in both business to business (B2B) and business to consumer (B2C) environments remains a key objective for brands – and of course, the agencies that support them. Indeed, if 2018 has taught us anything, it’s that storytelling – being able to connect with your target audience in a personal and authentic way – has never been more important.
And within that broad template some other themes have surfaced over the past 12 months, with some of the more notable highlights below.
Bigger Is Better
If you have the appetite – and the budget – going all-out is still perhaps the most effective way to guarantee attention. You need a good idea, but if something works at one size it’s probably going to work even better if you make it bigger. And things didn’t come much larger in 2018 than the 25ft smouldering sculpture of Jeff Goldblum that Now TV and Fever PR used to promote the 25th anniversary of Jurassic Park. Planted outside of the Tower of London, Jurassic Jeff campaign received global coverage, trended on Twitter and even picked up an Instagram share from the man himself.
Click here to read Identity’s Head of Brand Experience Shéa Bennett’s full article with The Drum.