Context.

The brand experience sector is thriving as content-weary consumers increasingly seek out real, physical experiences. Sense has been at the cutting edge of experiential marketing for over 25 years, reinventing and refining its proposition as consumer behaviour and brand opportunity shift.  17days was invited to work with Sense on a fresh and distinctive proposition that would reinforce the agency’s deeply-rooted expertise and future-facing vision in the age of A.I.

New experiential agencies are springing up left, right and centre. The vast majority lead with a version of ‘the impact of live experience’ story, celebrating the same value points of connection, emotion and memory-making that the sector has traded off for decades. Sense had an opportunity to stand out by calling out how the agency creates and delivers more distinctive, more powerful experiences.

Sense’s True Story.

The HXLab (Human Experience Lab) was born as an experience insights platform combining Sense peoples’ expertise and intuition with deep intelligence fed into the creative process by a bespoke-build AI. The new proposition headline, ‘Brilliantly Imagined. Beautifully Produced,’ captured both the progressive creativity and world-class delivery that set Sense apart.

Visual and verbal identity for the new positioning would be clean, crisp and mature, balancing simple technical graphics with rich human imagery drawn from Sense’s big-brand portfolio. In a sea of experiential agencies talking in young, cute language and leaning on bright, playful graphics with little substance beneath, this maturity was another source of Sense differentiation.   

Impact.

This is not a proposition where a contrived line with no clear meaning leaves clients feeling none the wiser. The new Sense value proposition is fronted by a new creative process that embraces everything human and tech has to offer, in the service of more impactful work. It’s the catalyst for bold internal development, even richer thought leadership and not only client loyalty, but client development, as Sense continues to shape the future.