Promise
Creating valuable customer experience is kind of brave. Coming up with ideas that serve the brand must be done without fear. Being responsible for the results takes courage.
Innovate.
Daring To Be Different.
Content marketing training from Heineken.
10 min. reading
We’re serving up training that should clearly have long queues. By uniquely refreshing its social network presence to involve real experience, the brand has practically taken over first place.
Go Ahead
Adidas Puts Its Best Foot Forward with Experiential Campaigns.
5 min. reading
Branding and marketing innovations have proven to be a breakthrough concept for the three-striped brand, helping it gain a network of influencers and rich consumer experience.
Go AheadHow Oreo reshaped itself from advertiser into content creator.
6 min. reading
Oreo cookies have come a long way in the last thirteen years. An ossified brand that always presented itself in the kitchen and relied on TV advertising has become a leader in the digital world.
Go Ahead
Does a cookie for a few crowns need its own content?
6 min. reading
Brand awareness is an outdated goal and product benefits don’t make people sit up and pay attention. If a brand wants valuable posts that have an impact, its agency must be able to find a stronger theme.
Go AheadWhat Is Experiential Marketing.
4 min. reading
If brand managers want to aim for significantly broader reach and the creation of strong emotional bonds between the brand and the consumer, they must face the overall transformation of brand strategy from passive to active.
Go Ahead
7 Examples Of Successful Brand Building In The Virtual World.
6 min. reading
Hundreds of millions of crowns are spent on digital advertisements that are ignored. It is clear that the move to the virtual world must go far beyond increasing spending on PPC or banners.
ExploreHow Much More Effective Are Experiential Campaigns Than Advertising?
4 min. reading
While people have changed their behavior and shifted their focus to social networks due to the amazing opportunities for the interaction they provide, many brands still treat social networks like television.
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Should a Brand Aspire To Become a Lovebrand?
3 min. reading
We buy it for a certain reason and we seem likely to continue. We look forward to opening it. We eagerly recommend it in conversation. It’s the brand we like - the lovebrand. Is this goal „dangerous nonsense“ for a brand, as stated by a recent article in a marketing magazine, or is it something that marketers should aspire to in an era saturated by advertising communication?
ExploreEmotion With Maximum Momentum.
5 min. reading
How does experiential marketing look for those who can afford to buy almost any experience? You change the benchmark used to gauge luxury.
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Why Reach Is More Important Than Explanation Of Benefits.
3 min. reading
As marketers, we should accept the fact that thinking about the brand is but a very small part of the decision-making process for the majority of our customers. Our advertising has, for the most part, weak persuasive power. The reason is that its role for the brand is different.
ExploreExperiential Marketing And The Creativity Festival.
3 min. reading
The goal of our hard work is to bring fresh ideas as differentiators. And so, the trip was essentially half business and half vacation - a blend of the pleasant and the useful.
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People Like What They Know.
4 min. reading
In order to keep a brand alive, we need to gain new customers, especially when our goal is growth. If the customer has previous experience with a competing brand, they have an even stronger inclination towards it, making our struggle all the harder. Our road is blocked by people's comfort and aversion to loss.
ExploreWhy Experiential Is The Emerging Tactic In Marketing?
5 min. reading
Consumers increasingly ignore traditional techniques. Our exposure to social media and online advertising makes people seek true connections and create real memories. Brands must find a different path - less annoying, more engaging.
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Bea World Expedition.
3 min. reading
One of the world’s pioneers of experiential marketing, the Dutch agency Wink, was awarded at the festival for its excellent activation campaign for Budweiser.
ExploreInnovate The Experience, Not Just The Product.
6 min. reading
79% of people prefer to learn about a new product through personal experience or a recommendation from an acquaintance or someone they trust.
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The Art Of Italian Cheese And Communication.
6 min. reading
Marco D'Amelj Melodia and Tiziana Somma, the founders of Mozzarellart, have an abundance of such qualities. Like proper Italians, they have communication in their blood. But they went about setting up an Italian cheese factory in Prague without knowing anything of how to produce cheese, or how to even think about marketing it.
ExploreContent Is What Decides.
5 min. reading
Before the brand incurs advertising costs, it should be more than sure that it will speak to a larger audience than just the 30% of people who give it at least minimal attention. Otherwise, it might harm it in the long run.
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Is Experiential Marketing (Just) An Event?
3 min. reading
“Events are dead”, declared the head of the largest international event festival. They are being replaced by much broader, more lively communication.
ExploreEven Ads Must Play According To The Rules.
4 min. reading
Ads that work respect certain rules. For instance, they speak the truth, they're simple, and they help people choose what will work best for them. The way such ads are created and their essential ingredients are revealed by our colleague, art director, and creative director Jirka Kubík.
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Insistence On Traditional Approaches To Advertising Can Quietly Kill a Brand.
7 min. reading
More than ever before, it has become important to know what marketing does to make a brand achieve business results.
ExploreLab Is Teaching The Bank To Ask Correctly.
4 min. reading
Monika Drobná, head of innovation management at Komerční banka, brings huge wave energy with her - information and ideas that either wash you away or teach you to surf. It is absolutely clear that only a fraction of people would be able to jumpstart an innovation center so quickly and with such results.
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Marketing Is Moving Beyond Branding And Advertising.
7 min. reading
More than four-fifths of the Czech population (85 %) are overwhelmed by advertising, and according to Focus, only a quarter of them believe it. Millennials are much more likely to buy what their friends have recommended than what they see advertised. Generation Z is even clearer about it – they deliberately ignore everything that is presented and sold in the traditional way.
ExploreLooking To Sell? Stop Relying On The Marketing Funnel And Create Experiences.
8 min. reading
Decisions about what to buy increasingly come from those who have had the opportunity to "experience" the brand - irrespective of whether they own it or not.
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I Want Basic Information I Can Trust From a Brand.
5 min. reading
What actually works across all countries is human experience, the personal experience of each person. That is the strongest attribute that always persists.
ExploreOur Cookies Favor The Bold.
3 min. reading
While Google puts a lot of effort into inventing technologies to create targeted advertising, at Innovate we believe that the best cookies are those that go through the stomach.
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