As we know experiential marketing is often a powerful tactic to directly engage with consumers. Activations are an excellent way to inspire an emotional reaction to a brand, the holy grail of marketers and opinion formers across the world.
I was struck by an example of this in which PETA launched a shocking pop-up shop in one of Bangkok's hippest shopping malls to show consumers the reality “behind the leather”. The store had a beautifully high end look - “The Leather Work - Handcrafted Luxury"
Stylists and artists used materials to achieve realistic beating hearts and intestines inside each leather bag and unzipped jacket. The outcome was shocking and hammered it home to the consumer. The short promotional video captured the reactions of many shoppers, clearly leaving deep rooted lasting impressions whilst successfully revealing the suffering behind exotic-skin accessories.
By directly targeting consumers in a thought provoking way and providing them with a memorable experience, it triggered an emotional response forming a personal empathy between them and the suffering faced by animals.
This in turn, helped PETA effectively convey its important messages on the issue and educate consumers - because leather is normally not labelled, you never really know where (or whom) it came from.
These kinds of experiential campaigns can be challenging, especially when dealing with difficult emotive subjects like the truth about the suffering behind every bag, belt, jacket or pair of gloves made from leather or exotic skins, but it’s a great example of a creative way to make people stop and listen to an important message.