At Creativebrief we are fortunate to work with some of the most exciting and forward-thinking experiential agencies out there. Those who specialise in creating tangible experiences, where customers can touch, feel and interact with brands, and in turn, where brands can create a more human connection with consumers. From working with Gucci and Beyoncé to create a concert live streamed to over 1 billion people, to creating a floodlit football pitch powered by footsteps, built by Shell in the heart of a favela. [view case study]
“Today we define ourselves by the moments we share, not the labels we wear”. Sunshine X
The experiential category has seen 11 quarters of continuous growth according to the IPA’s Bellwether Report, with an increased spend of 10.7%. It’s proven that people retain more information when multiple senses are engaged, and smart investment from brands will be rewarded with acts of loyalty and genuine engagement.
“Giving time and physical participation is the peak of commitment to a brand. As sectors beyond youth focus on culturally led strategies, events are increasingly becoming a key focus,” said Jonathan Emmins, Founder of Amplify.
Below we’ve picked out the key trends driving the future of experiential, and brought them to life through some of the most creative and effective campaigns.