Event 360: ActionAid: creating brand love with immersive experiences

International charity ActionAid has highlighted how immersive brand experiences have helped to both raise awareness and create brand love.

ActionAid: investing in immersive experiences
ActionAid: investing in immersive experiences

Speaking at Event 360, Event and sister title C&IT's annual summit of inspiration and insight, being held today (25 May), ActionAid brand marketing manager Ciaran O Carroll revealed how the charity has used brand experiences to build long-lasting relationshps. 

He said the charity has been trying to bring more brand love to its communications, but said this has been difficult because of the way psychology works around charities.

"You see a child in urgent need of help and want to save them, but not necessarily build a relationship with the charity that is describing this," he says. "We've used immersive technology to bring out brand love."

O Carroll, who was hsoting a huddle on the 'Power of Immersive Experiences to Engagle NGO Audiences', shared how the charity has used virtual reality as part of its schools activation campaign. 

The brand is also creating immersive activations at festivals this summer, including Latitude and WOMAD. 

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