ANIMATION vs ACTIVATION — The nuance needed in experiential retail
Cirque du Soleil recently announced that it is partnering with Montreal-based developer Ivanhoé Cambridge to open Creactive entertainment centers in their shopping centers.
What took so long?
The experiential and theatrical concept is 100% tuned-in to current retail and consumer trends. With malls struggling to reinvent themselves and repurpose the square footage abandoned by defunct retailers, they need new “attractions” to lure back increasingly jaded customers.
Anyone who has heard me present my own ideas on experiential retail, has also heard me refer to Cirque du Soleil. It’s not just because I’m a Montreal-born fan. It’s that the Cirque’s brand is so iconic that its reference immediately illustrates the science of “experiential” in its most flamboyant expression.
From the Cirque du Soleil’s pre-show entertainment to the finale, spectators are carried by a sense of magic, awe and giddy anticipation. The Cirque is a master at delivering layers of surprises, delights, contrasts and new stimuli for our senses. A Cirque show is a promise for immersive, engaging and even thrilling in-person experiences.
There’s a term that is used in the French language: animation. In Montreal — also the Cirque’s hometown, btw — it feels as if the very idea of animation is a cultural reflex. It’s modus operandi that is applied equally to entertainment, businesses, retail venues, public spaces, schools and camps.
Even though it’s the same word in French and English — with the same technical definition — the term doesn’t quite translate. The French version of animation does indeed refer to “bring to life”. Just not necessarily drawings.
One unofficial English business translation for animation is “to facilitate”. But that doesn’t at all capture the rich essence and purpose of animation.
Neither does the new-ish meaning of the word activation though, admittedly, it’s getting closer. For sure, “brand activation” is about generating awareness and engagement, but it’s also a clinical approach where metrics and results dictate the campaign’s execution. That’s all fine, except that ROI-bound and risk-averse campaign managers keep deploying the same old, predictable and obvious product placements that masquerade as brand activation campaigns. Boring. And, they denatured the term in the process.
If I’m trying to define it, I would explain it like this: animation is a dynamic, expressive production that immerses and engages its specific audience. The premise is that fun, hands-on, participatory activities really help integrate the message — whatever is being communicated.
Activation… Animation. Just a nuance?
If activation is the process that makes brand engagement possible, then animation is the soul that enables the connection. Yes, it’s a fine line, but it’s not to be overlooked. As the new business code of conduct dictates transparency and authenticity, animation is the best vehicle to deliver a genuine brand message: Animation is authentic and spirited, not forced. It’s creative and novel, not cliché. It’s rich with lasting takeaways, not superficial branded fluff.
So with that definition, you see how the concept of animation resonates with the expectations of shoppers in 2018. It’s a very à propos approach for developing experiential retail concepts.
Animation as a layered approach to experiential retail
Animation was at the core of Pop Box, the concept store that we piloted last fall in Chicago. We approached it as a layered process. Starting with the foundation, i.e. the space itself, we created immediate visual impact with bright, happy colors and patterns, attention-grabbing designs and displays and the introduction of fun new brands yet to be discovered.
We added sensory layers of touch, sound, scent and taste with tactile merchandising, great playlists, aromatherapy misters and sample tastings.
Enthusiastic, knowledgeable staff was the next important layer that further enhanced the connection between the customer and the brands.
Our unconventional and bespoke events topped off our layered animation deck and brought it all together by — literally — creating immersive brand storytelling with hands-on activities.
As hoped for, our customers reacted with the desired oohs, ahhhs and wows. More importantly, they discovered, interacted and shopped brands they didn’t even know existed. Our showcased brands were excited with opportunity to reach new and existing customers in this way.
The Ivanhoé-Cirque du Soleil partnership is retailtainment more than it is shopping. In this era of “Retail as an Event” however, the lines are — thankfully — getting blurred. No doubt retailers and developers everywhere will sit up and take note. Applying the concepts of animation to your own enterprise will also have your customers sit up and take…notice.
A word of caution though. Only genuine expressions of animation need be considered. Customers will see right through any forced or slightly manipulative approach and the whole thing will backfire. These days, originality is prized and copycats will live short and expensive lives. Be creative, colorful and completely original.
#DoYourThing #coloroutsidethelines
Oh! Don’t look to Google Translate either. It’s of no help. 😂
P.S: Here are other articles on the Cirque/Ivanhoé partnership by Retail Dive and Forbes.
