Women's accessory brand Kipling recently took over London's picturesque South Bank in order to launch a new global campaign that included consumer-written custom greetings. Titled #WeMakeHappy, the campaign's goals were highlighted at the event with an immersive art installation featuring multicolored, over-sized balloons.
Designed by agency Wonder, the event celebrated the new global campaign, which aims to highlight and pay tribute to the people who "make the world a better place."
Previously, consumers were invited to pay tribute to their loved ones on the campaign website we-makehappy.com, with the recipient receiving a special invitation to visit the installation and pick up their message attached to one of the balloons. The fun event is a great way for a brand to insert themselves in the communications of consumers and the people their lives.
What's Driving This Trend
- Custom Greeting Art Installations
- Using immersive art installations with custom greetings can attract consumer attention and pay tribute to the target audience.
- Global Campaigns
- Engaging international audiences with campaigns that pay tribute to people who make the world a better place can generate strong emotional connections with consumers.
- Consumer Communications
- Creating campaigns that invite consumers to participate and pay tribute to loved ones can enable brands to build deeper relationships with their target audience.
Who This Affects Most
- Fashion
- Introducing immersive art installations with custom greetings to fashion events can create memorable brand experiences and engage with consumers on a deeper emotional level.
- Advertising
- Using global campaigns that pay tribute to people who make the world a better place in advertising can capture consumer attention and generate positive brand perceptions.
- Event Planning
- Creating interactive and immersive art installations with custom greetings can help event planners make events more engaging and memorable for their clients and attendees.
