because live works.
Awareness of brand experience as a robust, bona-fide message delivery system with the ability to increase brand equity and sustain brand loyalty is gaining momentum within the Australian communications community.
More and more integrated strategies include touch points that affect the consumer on an emotional level. None so effective as live face to face activity. The effectiveness of the live component within any communications strategy is increased when delivered as part of an intergrated plan. In other words when the communication has a single concise clear message that is carried throughout the campaign and through all channels the live component has the exponentially increased ability to impact consumers powerfully, affecting propensity to purchase and generating brand loyalty by underpinning the message and reinforcing brand imperatives. The consumer trend is one of complacency bordering on annoyance at the massive overexposure to traditional forms of advertising. To remain relevant and effective in this climate we need to think about message delivery in different terms. LiveWorks shares with it's clients the ability to think fresh and deliver campaigns that work and win.
We would like to challenge you to try something different, rethink your strategy, do something that positively reinforces your consumer's sense that they use your brand and it's the right brand to use. Do something that make consumers of your competitor's brands question their choice.
- The power of theatre causes a real emotional response.
- Recent research indicated theatre was more likely to cause behavioural change than any other medium used because it was ‘different’ and ‘cool’.
- Uniqueness causes WOM ripples out into the community – 1:5.
- One can tailor make the production to deal with local issues – which increases the impact.
- ATL does not allow for this i.e. localised statistics can be utilised.
- Every community has its nuances and needs to be spoken to in their own language. ATL is fine if you are trying to sell ice cream, but one could argue that it simply is not good enough if you are trying to change social behaviour and save lives.
- Highly cost effective – NO WASTAGE as you deal with an issue on a localised basis
- Cut through - This fresh approach is eye catching and engaging specific target demographic reached.- placing direct theatre campaigns in specific locations for maximum coverage in a target market.
- Price per ‘target’ person reached is cheaper than ATL broadcast – broadcast is general public reach, direct theatre is specifically target Superior management – we liaise constantly with the client from brief through creative and all the way through the campaign
- Data base of over 200 professional auditioned actors/performers. – we have developed relationships with our performers so that they now understand LiveBrands completely.
We brief them to ensure they are brand ambassadors and we have 4 years experience.