Q: As an Account Director, what key performance indicators (KPIs) do you prioritize when evaluating the success of a brand activation campaign, and how do you ensure these align with the client’s objectives?
A: The number one and most important thing is ensuring that every team member involved has the same level of understanding about “what kind of project this is.” Once that’s clear, the workflow becomes smoother. It sets the foundation for managing the work, fostering productive discussions, and aligning with the client—from preparation through to executing the event itself successfully. When everyone is on the same page, it’s easier to track key milestones and measure the impact of the activation.
Q: With digital and physical activations merging more than ever, how do you foresee FAV navigating the future of hybrid brand experiences, and what role do you think technology will play in shaping this evolution?
A: The core goal of brand activation is to bring products or services closer to their audience, allowing them to directly experience the brand. This increases the likelihood of purchase by raising consideration levels. Digital and physical activations are mutually supportive—they need to work together seamlessly. In today’s world, where FOMO and viral moments dominate, it’s easy for a brand’s image to be destroyed or elevated with just the click of a button. For instance, a poor on-ground experience can hurt the image built on digital platforms, while an amazing on-ground activation without clear digital amplification can lead to confusion or a lackluster experience.
Technology plays a crucial role in enhancing the product or service experience during brand activations, but it needs to be used purposefully. It’s not just about the aesthetics; it’s about ensuring that the technology adds value to the overall experience. If you don’t have a solid understanding of the project or audience, using technology just for show can complicate things unnecessarily.
Q: Brand storytelling plays a crucial role in activations. Could you share how FAV integrates a brand’s narrative into activation strategies to create a memorable impact on the target audience?
A: It all starts with thorough research—really understanding the habits of the audience. We always put ourselves in the shoes of the target audience. Once we accomplish that, we can translate the brand’s message in a way that feels relevant and resonates with them. It’s about aligning the brand’s narrative with the values and lifestyle of the audience, and ensuring that every touchpoint in the activation reflects this connection in a meaningful way.
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About FAV:
Based in Jakarta, FAV is an innovation-led and tech-driven activation agency. With services spanning from corporate and sponsorship events, PR & roadshow activities, and virtual experiences, the agency has worked with a multitude of clients namely Heineken, Hyundai, Mead Johnson Nutrition, Samsung, LG, Grab, and Gudang Garam, among others.
FAV is part of FAB Indonesia, one of the largest and fastest growing creative business platforms in the region, comprising more than 40+ companies and 1000+ best talents across the creative industry in Indonesia.
Learn more about Fav: https://www.instagram.com/fav.indonesia/
For more information, please contact:
Pricillya Gracia
Account Director - FAV Indonesia
e: pricillya.claudia@favum-id.com
p: +62 877-7179-7765