Baaang! Concept creation, strategy, and mastering client activation. That’s Us!
Hey there, it’s Bartek. For over 11 years, I’ve been building something at Lab360 that can only be described as a “concept factory.” Behind every successful campaign is an idea that’s designed to activate, engage, and, above all, feel authentic. As a concept creator and founder of Lab360, I dive deep into the world of our clients, analyzing them from A to Z to truly understand what makes their brand unique. For me, this isn’t just work – it’s a fusion of passion for strategy, creativity, and hands-on expertise.
Starting with the foundations – understanding the brand and the 4C analysis
My starting point is always the 4C analysis: customer, cost, communication, and convenience. This allows me to capture what makes a brand unique and how we can showcase that uniqueness to the audience. Take, for example, our collaboration with Woosabi, a restaurant chain that combines an urban oasis with a burst of flavors. I crafted the concept “Relaxation in Every Bite,” which encapsulates the entire brand experience – from ambiance to food and service.
Other success stories include: Archicom’s “Home for Home” campaign, Obiado, Bombilla’s activation campaigns, Vivid Vision, Stiga, the University of Wrocław with its full story campaign, and Ace Park – which everyone thinks is a global chain (hehe) – plus many, many more.
BIG Idea – more than a slogan, It’s the heart of a campaign
A BIG Idea runs through a strategy like a guiding thread, creating an authentic connection between the brand and its audience. Every brand I work with has its own DNA, and my job is to bring it out through the BIG Idea. For instance, with Ace Park, we developed the concept “Your Passion, Our Mission.” It’s not just a tagline – it’s an invitation to live at a higher level, in unique spaces designed for exceptional experiences.
Tone of voice – speaking the language of your audience
When developing a brand’s tone of voice, I focus on authenticity. The brand must speak in a way that resonates with its audience – as we did with restaurants like Woosabi or Pha The Thai, where communication is simple, relatable, and close to everyday life. Tone of voice isn’t just about how we talk, but also about what we say – it expresses the brand’s personality and the message it truly wants to convey.
Client activation – taking engagement seriously in digital
My goal is to ensure that every campaign truly comes alive in the digital space. I create activation concepts that go beyond the basics – it’s not just about “views” or “clicks,” but about making the audience want to become a part of the brand. For Lab360, this means building relationships that last long after the campaign ends.
Take, for example, a campaign for “a certain developer:)”. Their new apartments offered not just luxury but also an exclusive welcome pack filled with local products. It was an experience that created an emotional connection with the brand from day one.
We’ve been doing this for nearly 12 years 🙂
We’ve been working with clients who trust us to deliver their vision while adding value. That trust enables us to experiment, and our success comes from our willingness to step outside conventional boundaries. Clients return to us because they know we can combine insight with creativity to produce campaigns that truly engage.
Inspiration from the best – top activations worldwide
- Nike – “Breaking2”: A challenge to break the 2-hour marathon barrier, inspiring runners globally by combining innovation and aspiration.
- Coca-Cola – “Share a Coke”: Personalizing bottles with customer names transformed a simple product into a viral sensation.
- Red Bull – “Stratos”: Felix Baumgartner’s space jump captivated the world, showcasing extreme branding at its best.
- Spotify – “Wrapped”: Annual music summaries personalized for users, creating massive social media buzz.
- Burger King – “Whopper Detour”: A mobile campaign that cheekily directed users to McDonald’s to claim a Whopper – simple, fun, and engaging.
Why activation is crucial yet challenging
Client activation in the digital world is key to building engagement, loyalty, and lasting relationships. In a sea of content and ads, activation stands out by grabbing attention and making customers feel part of the brand. It’s the moment users shift from passive observers to active participants – commenting, sharing, and engaging.
However, like any art, activation requires finesse. Finding the right form and tone of communication to truly connect with customers is no small feat. It demands flexibility, sensitivity, and imagination to meet their expectations and deliver something impactful. Activation isn’t just about building connections – it’s about survival in the fast-paced digital world, where customer loyalty is constantly tested.
A story full of challenges and successes
For over 11 years, we’ve been creating campaigns that don’t just attract attention but also build strong, emotional bonds between brands and their audiences. Every project is a new adventure and challenge that inspires us to push boundaries with bold and innovative ideas.
As the founder of Lab360, I’m proud of every campaign we’ve executed, each one helping our clients achieve their marketing dreams.
Now, it’s time to brainstorm the next big idea. Have a great day, and feel free to join us on this creative journey! ????
