The crucial role of art in winning the experiential marketing race

In the rapidly evolving world of marketing, brands are constantly seeking new ways to engage and captivate their audiences. One increasingly popular strategy is the integration of art and experiential elements with content - a fusion that creates deeply immersive and memorable campaigns. 

How art is used as a conduit for connection 

Art has a unique ability to evoke emotional responses and spark deeper engagement, when it’s done right. According to an academic research paper titled “Bodily feelings and aesthetic experience of art”, emotion is central to art. The paper adds that humans worldwide are drawn to creating and consuming art due to its capability to evoke emotions (Chatterjee & Vartanian, Citation2014; Zentner et al., Citation2008). 

Integrating art into content and experiential marketing allows brands to differentiate themselves and forge genuine connections with consumers. At the same time, it goes beyond simply using visually appealing imagery. By commissioning original artworks, collaborating with renowned artists, or curating artistic experiences, companies are able to tap into the universal language of creativity.   

HSBC hosted the first art exhibition in Hong Kong on fraud prevention in late 2023, showcasing over 20 physical and interactive artwork pieces that highlighted common fraud tactics. These artwork drew inspiration from the experiences of the public, who have fallen victim to various types of scams. Through the clever use of vernacular language and derivative art techniques, these exhibits established a stronger connection with audiences, making it easier to comprehend the impact of these fraudulent activities. 

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The rise of immersive experiences 

Immersive experiences are popular today, especially with the proliferation of new technologies including AI, AR and VR. Research by Capgemini Research Institute shows 58% of consumers said immersive experiences could be impactful and valuable during product/service selection and purchase. Experiential marketing offers another avenue for art to shine through activations such as interactive installations, pop-up galleries and sensory-driven events. 

Hong Kong's consumers are known for their discerning tastes and high expectations. They seek out unique, visually captivating, hands-on engaging and immersive brand experiences that go beyond traditional advertising or passive consumption. In fact, the industry has witnessed success when integrating art into content and experiential activations 

High-end luxury brands, for example, usually collaborate with artists to add a cultural layer to the brand, creating a stronger resonance with consumers. Louis Vuitton has long-standing collaborations with Japanese artist Takashi Murakami and Alexander McQueen partnered with renowned British artist Damien Hirst.  

Closer to home, Tiffany & Co. and Landmark collaborated with a 3D artist and motion designer, Shane Fu, earlier this year to bring surreal artwork to life through Tiffany & Co’s signature “Bird on a Rock”. This generated over 1.5M views on Facebook, successfully amplifying both brands to captivate a wider audience and highlighting the importance of a well thought out strategy when weaving art into marketing. 

Brands can get started by collaborating with up-and-coming artists for small projects, using digital and social elements to pique interest such as how Tiffany & Co. did with Landmark. This can then be extended into the physical space for an all-rounded experience. 

Content as the connective tissue and creating what resonates 

Art and experiential marketing can help supercharge a brand’s business ambitions. But the crucial layer that ties everything together is well-crafted content. Be it digital, social, or physical, content serves as the connective tissue that amplifies the impact of artistic collaborations and immersive experiences. 

Thoughtful, on-brand content helps contextualise artistic elements, deepen the narrative, and extend the campaign’s reach across multiple touchpoints. Brands such as Dove and Airbnb have successfully leveraged the power of storytelling to cultivate a strong, authentic connection with audiences, highlighting brand values, history, and purpose while resonating with audiences. 

To effectively capture consumers’ attention with content, brands need to ensure three things: 

• Your piece of content is audience centric. Understand their needs, pain points and preferences. 

• Leverage multi-elements and formats to create appealing, engaging and interactive experiences. 

• Provide educational and information value to demonstrate the brand’s authority, expertise and innovativeness.  

As consumers continue to demand more than just passive advertising, the integration of art, content, and experiential marketing will only grow in importance. This is also in line with the Hong Kong government’s steadfast endorsement of art and culture, which aim to strengthen the city’s cultural infrastructure and enhance the vitality of its art sector. Forward-thinking brands that embrace this holistic approach will be poised to create campaigns that captivate, inspire, and forge meaningful connections with their target audiences. 

The article was written by Natalie Yu, content and communication director, Omnicom Media Group Hong Kong.