Adcomm's first two issues Adcomm August 2013 Relaunch issue | Page 42

Brand Activation

BAM

Brand activation seems to have become a buzz word in the marketing industry with many companies and agencies offering ‘brand activation’
in their profiles. BAM (Brand Activation Management), a division of ADreach, uses ‘interactivity’, social media, digital media and AR to create
memorable launches.

‘BAMTIVATION’
What?

says. He emphasises the fact that absolutely
everything must have some form of digital
aspect tied in to it!
The aim is to create a platform allowing the
company to reach and gauge more consumers
than before. The ultimate goal – driving up
sales! Mark points out that to execute a brand
activation campaign in a ‘fun and exciting’ way
it is imperative that a viral component be added
to the campaign.

‘Bam’ is: 1) a verb – to make a loud noise; 2)
a noun – a loud noise; and 3) an interjection
– used to indicate sudden impact. Trivial
information? Perhaps. However, all three
language uses tie in nicely with the brand
activation company’s name in its attempt to
attract, engage and retain consumers for its
clients. “We will do anything to make a brand
top-of-mind in a fun, exciting and engaging
way,” BAM CEO Mark Castel says. So while not
necessarily the loud noise as alluded to above; Interactivity
Paramount to the success of most brand
indicating a sudden impact does come into
play. Of course noise is an attention-grabber on activations is point-of-sale staff buy-in, is
Mark’s opinion. “It’s important that there be
its own, so the simile is not lost.
continuation from an initial activation,” he
says, “and employees understanding of brand/
Digital and social
The company, a division of ADreach, specialises product and the ability to carry a message
are imperative to the continued success وB