What Is The Immersion Experience?

May 15, 2014 | Filed Under advertising 

Method actors throw themselves into their characters and drive their co-workers crazy. Gonzo journalists write themselves into their stories and shoot their cremated ashes from cannons.

There’s a system to the madness. The goal is intimate, authentic realization of their subjects.

Immersion advertising is pretty much the love child of these two approaches.

The concept behind Immersion Creative is that I submerse myself in my clients’ environments to “work from within.”

The result is communications that reflect your style, and your style alone.

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SOME EXAMPLES

Escott Sportfishing Lodge

My latest Immersion was with Captain Danny Escott, master fisherman, up in the Haida Gwaii. Escott Sportfishing flew me up there to see the lodge, meet the guides, check out the chef and support staff, and of course, fish. We worked from within, and built out the foundations of his new branding and website while we were there. Experiencing the lodge firsthand, we got an in-depth understanding of the unique differences that only Escott Sportfishing has to offer. Now, as we build out his communications, we will bring those differences to light.

Wolfes Combatives

I did an Immersion with Wolfes Combatives. For six weeks, I learned hand-to-hand and knife defence techniques used by special forces units like JTF2, culminating in an intensive 4-day CORE course. Afterward, I felt like I understood the brand inside and out while I built their creative.

You can read about that Immersion here.

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Dr. Bernstein Diet & Health Clinics

For Dr. Bernstein Diet & Health Clinics, I did the program myself. I lost 34 lb in 30 days and still maintain a healthy weight thanks to the insights I gained. This gave me a unique perspective into their system. And man, does it ever work.

Day One - 214 lb

Day 30 - 181.4 lb

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Mattress Choice

I worked for four months on the pillow tops of a mattress store, learning firsthand from the owners while creating the Mattress Choice brand from scratch. Logo. Branding. Print. Radio. Online. We did it all – based on the insights gleaned from watching the sales process firsthand and integrating it into the advertising.

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Events & Adventures

I’m a family man. So with the singles club Events & Adventures, the Immersion was done by my chief copywriter, Jeremy. He spent 23 weeks as a member. He wrote about the events he attended, which we leveraged into an in-depth understanding of the brand.

You can read about that Immersion Experience here.

Alpine Credits

I spent time in the offices of Alpine Credits. Everything from the way they answered the phone, to sit-in meetings with their new clients, found its way into the look, feel and tone of a brand we refreshed from the 80s to now.

Before & After

DVIBZ

With DVIBZ, I spent a couple of whimsical afternoons with the incomparable Miz. D. She introduced me to the fascinating subculture of vapour bars, smoke shops and medicinal marijuana clinics. (Only as an observer, I’m more of a whisky guy.) It’s a political and dynamic forum and Miz. D has a unique vision and stance. When we built her brand, we knew exactly where she was coming from.

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CampbellCare

I spent a week with CampbellCare Plumbing Heating and Air. Working in their office, I got a feel for the humour and style of the owners, and I was sure that the ads we made reflected it.

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Pardon Services Canada

I worked six weeks on the office of Pardon Services Canada. In that time, collaborating with the owner every day, we completely reinvented the brand based on one-on-one discussions, and observations of their sales staff, secretaries and general office flow.

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Customized Creative

The Immersion Experience is about understanding your brand completely.

Only someone who has absorbed the day-to-day operations of your business can truly represent you.

Because there’s a piece of you that shines through in everything your company does, and it needs to be experienced to be expressed.

Your passion becomes your company’s passion. Your drive inspires everyone around you.

I want to take that magic and let it grow. I want to encapsulate your winning spirit, and tailor it beyond your immediate business and employees, and infuse it into your communications as well.

How is that even possible?

Immersion. It’s just you and the source. No other distractions, suits, meetings, middlemen, or padded costs. I’ve been doing this for almost six years and it works.

Let’s Do It

To book an Immersion Experience for your company, call Mike at 604.551.1682.

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