The summer is magic. It’s that time of year that arrives with its own anticipation and energy. It’s alive with music, people and the promise of epic stories and memories that will last beyond the icy cool drinks and bold sunsets. The summer creates a feeling, in fact, it’s a whole mood on its own.
As we feel summer creep into 2025, I can’t help but think every campaign should have the same magic summer brings. Fresh, bold, colourful and memorable. The concept of summer is an integrated experience made up of individually great moments and experiences. Summer is seamless as are well executed integrated campaigns.
There’s an anticipation to summer that we can learn from. You don’t just wake up one morning in full year-end swing. It builds. From conversations, to planning, to booking, more planning, packing, travelling and experiencing. Summer teases before it arrives and when it does it is not with an empty cooler box! The same approach needs to be adopted when building a campaign. Understanding the brief, creating a concept, choosing the right media partner and managing the execution all contribute to a successful campaign.
Successful campaigns deliver impact, return and awareness. They connect. And they leave the audience or consumer feeling good about the brand or brand experience. It’s essential for connections to be authentic and for brands to integrate themselves into places, spaces and moments when the audience is looking for that connections. Good campaigns are like friends gathered around a table or doing a road trip chasing summer, they just feel right.
Summer is loud but it is not obnoxious. A strong campaign doesn’t shout, it invites and it enhances the overall experience. A good campaign creates space for people to belong to a moment, a mood and a message that feels familiar.
Summer is fresh. It’s that thing you didn’t know you needed until you were in it. Summer is contagious, it makes you day shine for no reason. Summer gives you an opportunity to breathe. Like summer, great campaigns are refreshing, come with an element of surprise and are hard to ignore.
MediaHeads 360 lives for the magic. It’s what we create and where we thrive. If you’d like to add the summer feeling to your brand or campaign, we’d love to be your sunshine!
