Uncovering talks from leaders at Magnum, Liquid Death, and UCL
For us at DesignScene, attending talks by inspiring leaders at Magnum, Liquid Death, and UCL at MAD//Fest 2024 highlighted just a few of the reasons emotional engagement is the secret sauce for unforgettable brand activations.
It’s not just about being seen—it’s about being felt. Emotions cement memories. Memories drive decisions. This is the foundation of effective experiential marketing.
1. Emotions drive consumer behaviour
Joseph Devlin, Professor of Cognitive Neuroscience at UCL, put it simply:
“Capturing people’s attention is only good if it then gets their emotional attachment and engagement. The emotion will lead to a better impression and leave a deeper memory. Then, when you have that, it can influence consumer behaviour.”
Devlin’s insight reveals the core of why traditional advertising often falls flat: In a world oversaturated with digital ads, the brands that stand out are the ones that make you feel something, that really evoke the experience.
2. Co-creation as a pinnacle of engagement
Tugce Aksoy, Brand Engagement Director at Magnum, hits the nail on the head with her approach to experiential marketing:
“We make experiences available to you through our Magnum Pleasure Stores. We invite you to co-create a pleasurable experience. This means that Magnum becomes something you not only eat – it becomes something you’ve helped to create. And that’s edible luxury!”
Magnum’s strategy is brilliant in its simplicity. By involving the consumer in the creation process, the brand transforms from a product into an experience. This participatory approach creates a personal connection that goes beyond mere consumption. It turns customers into brand ambassadors, emotionally invested in the product they’ve helped create. This is not just luxury—it’s personalised luxury.
3. The high cost of being dull
Daniel Murphy, SVP of Marketing at Liquid Death, brings a stark reality check:
“50% of adverts generate no emotional response whatsoever. That’s the extraordinary cost of being dull.”
Think about that for a moment. Half of all ads are essentially INVISIBLE. They fail to resonate, leaving no lasting impression. This statistic underscores the critical importance of emotional engagement.
Being dull is not just boring; it’s costly. Brands cannot afford to be forgettable. They need to be unforgettable. And the way to do that is through experiences that evoke strong emotions.
Creating lived brand experiences
So, how can brands ensure they are not part of the 50% that get ignored? At DesignScene we know that the answer lies in creating lived experiences… Are we biassed? No. The stats prove it!
Experiences invite participation, spark joy and build emotional connections. It’s about crafting moments that people don’t just see, but live. This approach turns passive viewers into active participants, fostering a deeper connection to the brand.
The road ahead
As brands look to make their mark, the focus should be clear: Create experiences that engage emotionally. Utilise insights from the experts to craft activations that are not just seen, but felt.
In a marketplace where attention is the most valuable currency, brands that can capture and maintain it through experiential emotional engagement will lead the pack.
It’s time to move beyond tradition. It’s time to create experiences that resonate on a deeper level. It’s time to create memories that influence behaviour.
Ready to make your brand unforgettable? Get in touch with us, and let’s create something extraordinary together.
Check out our experiential case studies here.
