Disrupt Insight Magic Moments

MAGIC

MOMENTS

UNLOCKING THE MAGICAL BRAND INGREDIENTS...

Our thoughts on how to deliver great brand experiences that will help you stand out and be distinctive in world of drabness

The world can be a pretty depressing place at times...

Inflation, ripflation, shrinkflation, enshittification (and we’re not even going to mention politics!). Studies have shown Brits and Western nations are some of least happy people in the world as we deal with constant stress and anxiety.

And yet, when people feel good the endorphins kick in and they remember those moments. So why aren’t more brands looking to bring more magic and joy into what they do?

Are brands also depressed?

Given cost pressures and constraints businesses face at the moment, it can be commercially difficult to justify investing in the magic and immersive potential of experiential without a clear ROI. With so much potential to bring some joy to customers, are you doing enough?

The potential of brand experiential is endless...

Memory makers

Customers won’t remember everything about an experience but they’ll remember how you made them feel at key points - so if you can make experiences more magical it will increase the number of moments that matter and the positive subconscious brand associations.

True brand differentiation

In a world where many categories are increasingly homogenised and samey, delivering genuine moments of joy and delight across the customer journey can differentiate and make your brand more distinctive and disruptive in the mind of your target audience.

Reciprocity

The sheer act of giving can often be returned as customers will return the gesture with their loyalty

Across all of your brand touch points, staff and products it is a playground of possibilities to bring some magic and joy...

WE NEED

JOY

We can’t necessarily fix the British weather and all the crap stuff in the world.

But brands can do their bit to make the world more joyous and magical.

IN THE WORLD

So what can you do to bring the magic and joy?

The starting point

Get the basics right

Magic without the foundations will look like a cheap trick (if you need proof check out the Willy Wonka experience in Glasgow). Before you try and exceed expectations you need to land the basics around customer service, products and wider experiences.

Creating the small moments of joy

The everyday magic to differentiate

Finding ways to bring a little bit of magic to everyday tasks or communications

Example

A more inclusive experience for all ages

Not every brand can pull off a life size bear like Hamley’s but simple things like child sized trolleys at supermarkets can add a bit of fun to a very functional retail experience.

Example

Writing like a human

Using a playful tone across your brand comms to deliver serious messages in a down to earth way

Example

The gift of Cadbury chocolate

Example

Taking the pastiche

Having a humorous outlook on the category to tackle the category norms

The ultimate tasty Secret Santa courtesy of Cadbury

A step above

A sensory hands-on experience

Use your physical spaces to truly immerse customers in the world of your brand, embracing all of the senses for more memorable brand activation.

Example

Immense immersion the LEGO way

Immersive 3D models and hands-on play within a store

Example

Penhaligon’s flights of fantasy

Source: http://bricksfanz.com

Using pop-up spaces in airports to take passengers on a sensory flight of fantasy Penhaligon’s style

Source: Puig/Penhaligon’s Dubai Duty Free

Disruptive tech

Use technology for maximum impact

Example

Visual retail displays with impact

Louis Vuitton know how to turn a store front into the ultimate digital display to capture attention

Using the latest technology and AI to create truly unique experiences to capture attention, or provide the ultimate in personalisation.

Example

Embracing digital worlds

A digital fantastical shopping center, filled with avatars, immersive environments, oh and popular items you’d typically find at a Walmart

Example

Taking tech to the next level

How to make a cup of

tea more exciting?

Tough right as tea is perfect as it is. Yet the smart team at TeamLabs developed a blooming tea drink that constantly brings to life the petals inside thanks to the magic of AI.