For years, brands have poured millions into traditional advertising—TV, print, digital banners, and now, paid social. But while ads are everywhere, they’re also easier than ever to scroll past, block, or ignore. In contrast, experiences stop people in their tracks. They create moments that people want to engage with, share, and remember. And that’s where the real brand impact lies.
At Extravert, we’ve seen first-hand how experiential marketing not only captures attention but also drives deeper emotional connections between brands and their audiences. A great example is our work with Coles on the Magical Builders Collectibles launch.
From Ads to Adventure: Coles Magical Builders
When Coles launched its biggest collectibles campaign ever, they needed more than just media spend—they needed magic. Extravert was tasked with creating an activation that would generate buzz, draw crowds, and give families a tangible connection to the new range.
We brought Harry Potter’s iconic Platform 9 ¾ to life, complete with the through-the-wall trolley photo moment, life-size Coles Magical Builder standees, Hedwig the owl, and whimsical wayfinding signage. The activation ran in major shopping centres in Sydney and Melbourne, strategically timed during school holidays to maximise foot traffic.
Instead of passive ad impressions, thousands of families stopped, interacted, and created their own content. Social feeds lit up with user-generated photos, and major media picked it up too—Channel 7’s Sunrise broadcasted live from the activation, giving Coles national coverage.
The results? A campaign that delivered both wide-scale awareness and lasting brand affinity—something a traditional ad buy alone could never have achieved.
Why Experiences Beat Ads
So why do experiences outperform ads?
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Attention is Earned, Not Bought
People don’t have to sit through an activation—they choose to. That voluntary participation makes the engagement more powerful than a forced ad. -
Experiences Are Shareable by Design
A branded set piece, a clever photo moment, or a surprise-and-delight activation naturally fuels social sharing. Every participant becomes a micro-influencer. -
Memory Sticks Longer
Research shows that people remember experiences far more vividly than they remember ads. When your brand is part of a core memory, you win long-term loyalty. -
Emotional Connection = Brand Love
Ads talk at people. Experiences connect with them. That emotional layer makes your brand feel human, relatable, and worthy of advocacy.
What Your Brand Can Do About It
You don’t need to be a supermarket giant to harness the power of experiential marketing. Here’s where to start:
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Think Beyond Ads: Ask yourself, how can my audience touch, feel, or experience my brand?
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Create Moments Worth Sharing: Build activations that encourage user-generated content.
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Use Experiences to Amplify Campaigns: Don’t just replace ads—use experiences to supercharge them with PR, social buzz, and organic reach.
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Partner with Experts: From concept to logistics, an experienced team ensures your activation is seamless, safe, and strategically aligned with your brand goals.
The Takeaway
Ads may buy attention, but experiences earn it—and that makes all the difference. When you create activations that spark curiosity, fuel conversations, and live on in memories, your brand stops being just another name in the marketplace. It becomes part of your audience’s story.
At Extravert, we help brands move from impressions to impact. Ready to turn your next campaign into an experience worth sharing?