Working with agencies is a wild ride. We never quite know where the ideas will take us, and that's especially true when we partner with You Are Here or YAH Agency. A recent project for custom PR kits introduced us to their style, brand, and what they mean by "experience agency."
Industries change with time and technology, and that's especially true when it comes to advertising. Not only is this an industry reliant on finding consumer trends and perspectives, the last decade has brought innumerable changes in the forms of social media, smartphones and more. Being a creative firm nowadays means more than just creativity; there's a role for data scientists, paid search specialists, and of course - experience builders.
PR Kits & Crafting Experiences
So what is an experience in this context?
Per YAH Agency, crafting experiences connects consumers with products. The actual implementation varies from space to space and product to product, but the end goal is the same: to enhance the positive impact of a product on the public perception.
In the example to the side, you can see the Coca-Cola themed box we created for an experience at the Dallas-Fort Worth airport. DFW is one of the busiest airports in the world. With that kind of foot traffic, the potential visibility is massive. These boxes were created to make an impact but also to share products effectively. They are a showcase for shirts, bottles, a map, postcards, and a keepsake.
What's the Story?
Think of an experience as a story. What kind of story do you want to tell? What products help you tell that story... And what will remind customers of that positive interaction they had with this brand?
Coca-Cola is an interesting brand in that it has instant recognition, but building experiences like these deepen the consumer connection. We're a fan of helping to craft these kinds of experiences. When you're ready to chat more about the kind of story and experience you want to craft, reach out to our team.