Why are large product activations becoming so popular?
Oversized product branding is a key strategy that encompasses giant, elevated, and visually impactful product or props to turn heads and engage customers!
Minimal marketing aesthetics was a thing for a period of time however now it is apparent that brands want more noise and impact to disrupt shopping behaviour.
Here are a great selection of examples that have hit the market with their large factice product point of sale:
A mini brand insight:
Halo Top’s Giant Ice Cream –
Halo Top Canada launched a campaign to increase brand awareness and sales by showcasing an oversized 10-foot inflatable tub of salted caramel ice cream. This was no ordinary marketing campaign, it was a strategic move that encompassed fun, physical presence, and interactive promotions. The giant tub was moved across parks and beaches in Toronto, distributing coupons and inviting people to take part in a contest with a luxury weekend getaway as the prize. Halo Top’s campaign wasn’t just about a huge spectacle, it had their consumers engaged and excited.
(Source storm12)
A mini brand insight:
Marc Jacobs’ Giant Tote Bag –
Marc Jacobs took oversized marketing to the next level by creating a 27-foot tall, 25-foot wide inflatable version of their classic tote bag, bringing it to the streets of New York City. The campaign was designed to capture attention and turn heads, which it definitely did! Placed on a street in Manhattan, the massive tote was seen by thousands of passersby, who couldn’t resist taking photos with the iconic bag. The inflatable bag didn’t just showcase the brand’s product in a playful and dramatic way, it also highlighted how oversized props could create a hugely viral moment for a brand without even having to post online themselves.
(Source storm12)
So, why the fuss to go large?
See below a few reasons why going large would be beneficial.
→ Increases instant spotlight
→ Generates a lasting impression
→ Potential to go viral
→ A touchpoint and social interaction
→ Creates buzz
→ Internal and external branding exposure opportunities
→ Power of Scale: captivate audiences with giant props
How can they used effectively?
→ At roadside, forecourts, outside stores, at your business HQ, showcases, exhibition shows, new product launches, and any high footfall areas in stores. Anywhere really!
→ Step into the controversial maybe? Think outside the box: Mascara factice hanging from the ceiling above a beauty counter…
→ Use your factice across your social media content, marketing campaigns, product campaigns and increase customer engagement
→ Use hashtags so customers can submit photos to that dashboard – enticing re-shares, product purchasing and social media buzz
In reflection
Large product factice POS popularity continues to be on the rise, and more brands in a variety of sectors are branching out their marketing strategy to incorporate giant activations for a number of locations, worldwide.