Understand what type of activations create engagement for future usage, outside the festival area.
On-site ethnographies were a window into the people’s actual interaction with brand activations, being able to observe and collect immediate/ unbiased opinions.
With most activations, the relationship is pragmatic, thus, the impact should not be sought in major behavior changes (e.g. brand switch) but in image shifts and a warmer brand perception.
As brand activations are also becoming part of the “normality” of festivals, less surprising overall, the pressure will increase for smart activations that push a clear brand message through.
Align activations to the image you want your brand to convey (future positioning).