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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