The world’s eyes are gradually turning towards Southeast Asia, a region with a combined gross domestic product amounting to $2.4 trillion, the seventh largest in the world. Hand-in-hand with the rising market economy are events that are getting larger and more creative, as the world’s biggest brands and most creative marketers converge in the region. Here are some nice ideas from around the region that will inspire any event organizer.
Thai Health Promotion Foundation
More than 40 percent of adult males in Thailand smoke, endangering their lungs and health by increasing their risk for lung cancer, heart ailments, and chronic respiratory diseases. To increase the awareness of this immense public health risk, the Foundation came up with a particularly hard-hitting concept: they distributed black ink at public events—ink that was extracted from dead smokers’ stricken lungs. Pledges to the Foundation to stop smoking increased by 500 percent after the activation.
For their 50th anniversary this 2016, the Southern California footwear brand is bringing a unique blend of experiential marketing to cities across the world, including Hong Kong, Austin, and Toronto. The events were conceptualized as a series of pop-ups that celebrate creative expression. They combined glorious concerts with friendly demonstration that taught people the art of screen printing and customization of Vans shoes.
Teaching Taste through Tech
Last year, Johnnie Walker, the largest whisky brand in the world, came into Indonesia and Malaysia with luxury mentoring program for millennial consumers. The company sponsored the development of an app that showed the heritage and ingredients of the Scotch whisky through an interactive UI. They then partnered with high-end bars, bringing instaffers who served as high-tech sommeliers, who explained the taste and fragrance of the drink with the help of an iPad.
Despite these three activations’ widely-different approaches to promotion, the events displayed the impact of creating a unique experience in Southeast Asia. Brands need to partner with imaginative agencies that can provide that type of event.