
Digital transformation has altered the way content is consumed, with the increasing use of screens and technology. Branding experts have been presented with a unique set of opportunities that are different from face-to-face engagement.
While performing seamlessly, digital media can be competitive and vying for a short attention span. It has been proven over time that effective, impactful storytelling can successfully bring the customer closer to the brand and establish loyalty. The ultimate goal is to give the customer an experience that they cannot forget.
Brand management has evolved over the years, adapting to consumers who have tuned in to new media and forms of engagement. The new consumer is knowledgeable, tech-savvy and fast-paced. Among this consumer base is a variety of generations including Gen Z, Gen Alpha, millennials and even Baby Boomers.
Generating content for this mixed group takes hard work, time and dedication. The audience is buying into a larger purpose, and it is critical to get the brand message right with laser-sharp focus. It could be anything from a lifestyle change to a community change, therefore making that connection requires a strong understanding of the brand USP, core values of the company and the message to convey to the world.
In the past year we kicked off several initiatives to ensure positive engagement with our customers at each touchpoint, interaction and message we sent to our audiences.
Driving community engagement
As a key component of an integrated media strategy, digital out-of-home (OOH) advertising provides repeated exposure, ensuring consistent visibility and a seamless brand experience that keeps a brand top-of-mind when customers are considering financial decisions.
We maximised the relevance of our OOH placements in two ways: by displaying real-time, competitive currency exchange rates in high-traffic areas like airports, providing travelers with immediately actionable financial information and by targeting niche audiences in premium communities such as Bluewaters and the Palm Jumeirah with tailored content.
Think Apple or Samsung. The brands have maintained OOH in their approach for years to engage and inspire customers. Even destination brands have needed OOH to generate interest among potential visitors. These spaces are highly visible, cannot be ‘clicked’ away or ignored. They are canvases for creativity.
With digital OOH, ads have become more dynamic, giving real-time updates and interaction in a cultural context. The different sizes of OOH placements on Sheikh Zayed Road, or the Metro stations give an indication of the booming nature of this type of advertising.
Creating immersive experiences
Immersive experiences have immensely helped in building deeper connections and engagement with customers. Building lasting impressions, these experiences foster stronger relationships and drive meaningful results. Another renowned campaign featured a ‘fake’ scam activation at Vox Cinemas, involving a bot interacting with the audience and resulting in a simulated hacking experience.
The campaign served to raise public awareness and educate consumers about real-time scams, encouraging individuals to remain vigilant against fraudulent activities, reinforcing the message of protecting customers.
A multi-sensorial pop-up at Dubai Duty Free that showcased a brand’s 300-year heritage and collection allowed customers to fully experience that brand and everything it had to offer, along with customisation of products.
Similarly, augmented reality experiences have yielded high user engagement, such as 360-degree tours of a resort or hotel, or even schools that enable viewers to see and experience before they take a decision to buy or enroll.
Demonstrating responsible accountability
The push for sustainability has been gaining momentum, across the world, and the UAE is no different. Customers are increasingly opting for brands that align with their values, and sustainability choices are steadily becoming norm. A commitment to sustainability receives immense attention from customers, fostering real loyalty for the brand, because it showcases real community involvement and environmental stewardship.
Brands are now keen on sharing updates on the integration of sustainability into every aspect of their business in a consumer environment that mandates transparency, authenticity and accountability.
Conscious choices such as obtaining Leadership in Energy and Environmental Design (LEED) certifications to reduce environment footprint become the subject of well-formed campaigns and social media messages that garner support from customers. But do ensure that the fine line between advertising responsible accountability and pure misleading is never blurred.
Crafting visually stunning narratives
Video continues to be a powerful marketing tool for successful audience engagement, as Emirates NBD successfully builds engagement through entertaining narratives that reflect its brand ethos.
Such engagement connects at a deeper level including raising awareness, offering a glimpse behind the scenes, showing some nuances of culture and screening testimonials by customers. The endearing Freej characters have made their way into many campaigns to charm customers while relaying important messages.
In a world where information is abundant, branding needs to cut through the noise and create a memorable experience. Giving a powerful sense of messaging with stunning visuals, the aim of successful branding is to deliver a human connection – one that strikes a chord emotionally.
By Mai Cheblak, Head of Corporate Marketing at Emirates NBD