Thirteenth International Conference on Design Principles & Practices

Abstract

Brandscape is the sensory experience of a brand activation in an out-of-context environment and it is becoming an increasingly important marketing tactic for advertisers, in order for them to reach their target market whose immersion in their digital worlds can often render them oblivious if not resistant to most advertising. However, although brandscaping derived from guerilla marketing and is hence not a new phenomenon, often advertisers fail to maximize on the impact of their message because they have not carefully considered the space in which the brand activation needs to take place. And without such consideration they are unable to surround the consumer with a user experience that also becomes a place-experience; one that engages them at a multi-faceted sensory level. In the interest of contributing to the formulation of criteria that can help guide the considerations of advertising industry professionals and researchers in this regard, in what follows, key reference points based on the successful brand activation initiatives of Coca Cola – both locally and internationally – will be identified. Thereafter, a systematic approach to such considerations will be proposed in the interest of formulating guidelines for multi-sensory engagement in space and place to augment the parameters of experiential brandscaping at the level of brand recall.