We have seen more and more charities embracing experiential marketing in order to connect people with their core messages.
Creating experiences, which resonate with an individual, can mean that the charities needs are understood on a much deeper level.
This week we’ve spotted an effective and simple campaign devised for Domund, a Peruvian charity. Fake grocery products were placed on a shelf in a shop, when consumers attempted to pluck one off the shelf they couldn’t as it was glued in place. After a bewildering moment, a banner was revealed that stated that a lack of access to food is something that thousands of Peruvians in extreme poverty experience every day.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.