Li Mei Foong
Jun 8, 2015

Experiential marketing takes off across region

Many brands are shifting and allocating budgets towards physical experiences, but they’re not necessarily getting it right.

Taking flight: Scoot developed a campaign to create buzz around its new Boeing 787

Japanese drinks giant Suntory recently invited a crowd of 300 people to double as both audience and musicians at a concert with a difference. Each person’s glass was tuned to a different note by the volume of whisky and note-shaped ice it contained. 

This Glassical Concert’ was created to attract younger audiences in a market where the population is not only ageing rapidly, but also shrinking.

The whisky-maker’s latest initiative is...

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