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#ExplainIt: What type of unique experiences can brands create?

#ExplainIt: What type of unique experiences can brands create?

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Marketers have always sought to create interesting and eye-catching experiences for consumers. With markets reopening, brands are also pushing the frontier and going all out to build brand love and draw consumers with interesting activations such as pop-ups, live performances, and even hybrid events. Recently in Singapore, Tiong Bahru Bakery said it will be running a pop-up store at Raffles City Shopping Centre, turning its iconic takeaway box into a life-sized installation. 

Chivas launched a pop-up event last month to celebrate the fresh new look of its flagship blend, Chivas 12. The two-week pop-up experience saw a creative takeover of coffee bar Chye Seng Huat Hardware which included a Chivas pop-up cocktail bar on-site. At the same time, New Balance also celebrated its Grey Day on 14 May with a pop-up studio at Singapore's Design@Orchard, offering shoppers a 20-minute self-directed photo booth session to express their individual style statements with grey fits from the Grey Day Pack.

Across the border, Gucci Beauty and Bath & Body Works currently have their own pop-ups in Malaysia to offer interactive experiences for consumers to experience their products. Pop-ups were not limited to lifestyle and consumer brands. Streaming platform Viu Singapore also carried out a "Time Bolt" activation at Waterway Point last month which allowed users to see their younger selves again at the click of a button. This was in conjunction with its promotions for the new show Again My Life.

Separately, Tiger Beer Singapore went all out with a beer and music festival titled "Tiger Crystal Fire Stages" to celebrate the comeback of live performances. It brought together 25 local acts over 20 shows, featuring different genres of music from tribute shows to pop and indie tunes.

According to the Adyen Retail Report 2022, retailers are hoping to turn pent-up demand for in-person experiences into physical shopping experiences, but technology has a big role to play in helping businesses meet customer expectations. Across APAC, 62% of consumers prefer to shop in a physical store, and 65% of them believe these stores should be exciting places to visit. This means that stores must go beyond housing inventory to deliver unique experiential elements that cannot be replicated online while integrating the convenience of cross-channel options.

In this latest #ExplainIt series, marketers share how brands can create more interesting experiences for consumers and stand out from the competition. 

Click each picture to watch a video!

Gerald Yeo, marketing director at Asia Pacific Breweries Singapore

gerald yeo apb

Coenraad Hefer, country manager – Singapore and Malaysia at New Balance

coenraad hefer new balance

Joni Na, brand manager at Pernod Ricard Singapore

joni na pernod ricard

Cheryl Lim, country head of brand, marketing and communications at Viu Singapore

viu sg cheryl

Related articles:
Tiger Beer goes all out with new music festival as live performances resume
Viu SG goes all out with Orchard ice cream uncle and 'time travel' initiatives
#MarketingExcellenceAwards SG 2021 highlights: New Balance celebrates the Grey way with ice-cream man Uncle Chiang
Chivas cracks open pop-up event in SG to celebrate latest redesign
Tiong Bahru Bakery's takeaway box comes to life in pop-up
Zenyum launches pop-up Smile Gym in SG to chase away pandemic blues
1 Utama banks on organic publicity from BTS pop-up store to draw footfall

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