In a landscape dominated by Fyre Festival memes and GOT brand collaborations, the media landscape has become more fragmented (and confusing) than ever before. While brands continue to fight for a memorable outcome, their marketing machines continue to rely on traditional channels, churning out TV and digital spots, and relying on programmatic impressions and retargeted social posts. This cyclical machine then produces analytics reports that provide the same formulaic data: how many people saw it, but how many people ignored it?.
The real questions should be: what are these audiences really feeling? What did they actually absorb from your messaging? And are they compelled enough to take action?
We’ve always believed in the power of experience. But we’ve also been challenged over and over again by clients to justify why a physical experience is a more effective form of communication than more traditional channels, each of which come with well-established (and in some cases, outdated) metrics against which success can be judged.
We decided to do an experiment - The Sevillian Experiment - and we went all in. Partnering with Synergy Research and Consulting, we built a completely fictitious brand (in the tricky non-alcoholic cocktail segment), allowed audiences to consume the brand story across a number of mediums and then tested the audience’s propensity to take action.
We named our bitter orange non-alcohol cocktail brand “Sevillian” (get it?).
Our audience was introduced to Sevillian in a contextual brand space (a cocktail bar) programmed for “mocktail making.” Each participant was then taken through a series of touchpoints, including:
Participants were then surveyed to gauge their emotional responses, as well as their likelihood to recommend, purchase and even share the brand.