The surprise had a destination.
We put a premium sofa inside a glass-enclosed truck and took it through Siliguri. The contrast gave people something to notice. A QR code led to registration for the Furniture Festival and a downloadable boarding pass. The creative idea included what someone could do after spotting the truck.
The visit needed its own reason.
The festival offered consultations, offers and family activities. Seeing a truck and travelling to a store are different decisions. The invitation had to explain why the second step was worthwhile. That is why the event experience belonged in the launch brief alongside the films and activation.
Review the journey with the creative.
Before approving an activation, follow it as a customer. Is the invitation clear? Does the registration work on a phone? Is the destination worth the effort? Then track registrations, attendance and sales separately. Each tells you something different. A striking idea is more useful when the practical steps around it have received the same attention.
Written by Rhythm Gumber