SEAMLESS EXPERIENCES THROUGH ONLINE x OFFLINE TOUCHPOINTS
Brands had to step out of their comfort zone to creatively new find ways to resume interactions with their audience. This has accelerated effort towards new ways of doing business and created a strong push towards real-time engagements through different touchpoints. Winners are those who can adapt quickly and develop new ideas and business streams faster than the rest to recapture market share.
HYBRID EVENTS IN THE POST-PANDEMIC WORLD
2020 was the year we saw brands shifting their focus towards digitalising their events. Book Sale giant, Big Bad Wolf Books turned their mass physical sale to online and went full digital during pandemic. This allowed the brand to reach out to a wider audience of Malaysians i.e. those in out of reach states such as East Malaysia to promote and instil reading among non-readers.
BRAND TO HOME EXPERIENCES
To build strong brand resonance, businesses need to enable 2-way interactions with their customers. Their purchase decisions are better formed when able to interact directly with the brand during launches, festivities, and also workshops.
adidas Malaysia also activated “Athletes on the Move” - a line-up of suspended running mannequins at Pavilion KL, where consumers can activate an Augmented Reality journey of “Athletes” running upwards, heading towards the new adidas Brand Centre.
VIRTUAL IS THE NEW REALITY
While virtual events started off as a necessity in 2020, it has proven to be here to stay. By going virtual, brands are opening their events to an entirely new audience due to easier accessibility and wider reach. We anticipate that the future will comprise of a showcase physical event complemented by virtual components and programs that enable the event to be telecasted across geographies reaching more participants.
This article is part of a series in our REX Trend Report 2021. Watch out for Full Trend Report coming soon.