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works at Publicis

Why do we call it an activation? What are we activating? 🧐

4
  1. Senior Copywriter 1

    Billing

    13
  2. Associate Creative Director 1

    Activation=trying to get a consumer to act, after experiencing/sampling the product. As in, the consumer would sign up or buy it right there. It’s usually tied to some kind of event. Nowadays it’s used to mean “experiential” which is sometimes technically incorrect if there’s no action the consumer can take towards a purchase after the experience. But if you point it out, people will think you’re pedantic.

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