As a brand activator, one of the greatest challenges in my job is to create singular experiences that connect with multiple audiences.
There is great danger in targeting multiple segments in a shared environment. In trying to recognise their differences, you can make things too complex. In an effort to simplify things and create a singular brand engagement, the experience becomes too diluted and meaningless.
I have always admired ATL campaigns that are able to nail this balance by sparking the right emotions though copy, sound and visuals. But what about “live”? Can you really be something to everyone? The answer is yes.
The great thing about “live” is that it gives an opportunity for audiences to truly engage with a brand; so much so that they actively contribute to the experience. There is always an element of brand in every live engagement – sometimes it’s passive and sometimes it’s more overt. The challenge is in creating this common brand link.
For those who are planning their next event, exhibition, sponsorship or shopper activation that will involve multiple audience segments (or for those who feel challenged to do so); I would encourage a simple thought process in your planning, something I call the Common Denominator.
The Common Denominator is simply the activation of common ground amongst the audience members. It is more than just a shared space. It is the experience, content and messages that are delivered in this shared space.
The best execution of the Common Denominator that I have seen recently was last year at a Manchester derby. Football fans, by their tribal nature, are very different. So what do you do if you’re a brand that feels it’s important to stimulate the competitive nature of opposing fans, yet remain impartial and a friend to all? You find something that you all can hate!
In their activation at the Manchester derby, Betfair focused on the fact that Carlos Tevez was a hated figure for both Manchester United and Manchester City football clubs. Fans were encouraged to “Trash” their Tevez jerseys and collect a new replacement. This simple insight turned into a brilliant way of creating common ground between two bi-polar audiences - as well as activating a brand while they were at it.
So what are some areas to look at when trying to find the Common Denominator?
Pain-point – Who is the common enemy?
Culture – Are there any common links between the audiences based on location, race or sub-culture?
Aspirations – Are there any shared dreams or places that the audiences would rather be?
Researching for insights into some of these areas could go a long way to helping design your next multi-audience engagement.
