Experiential Expectations, from Immersion to Innovation

By Andy Ashton, Founder, Jubba Ltd

If there's one thing we can count on, it's that the events industry is constantly evolving, and 2024 was no exception. In this blog, we reflect on how experiential events—one of our many specialties—have transformed in the last 12 months.

In-person events have made a full return and are more popular than ever, with people confidently getting back into the flow. This is great news for us and our clients, consumers, stakeholders, media, and influencers. These face-to-face experiences offer unparalleled opportunities for deeper engagement, networking, and interaction, making them vital for brands and marketing strategies.

Event Expectations

One key trend we have seen is that attendee expectations are high; they expect to be fully immersed in the content, the event, and the brand in return for taking the time and effort to attend. Consequently, we have seen an increase in requests for unique venues that support immersive and interactive experiences while remaining accessible. Our audiences are also craving experiences that resonate, inspire, and feel genuinely true and authentic.?

For example, Cadbury’s ‘Yours For 200 Years’, an experiential experience, we created alongside Tin Man, celebrated 200 years of Cadbury and all their people. We took an employee experience on the road, visiting eight sites across the UK for six weeks. We invited all Cadbury staff to join in the celebration of the brand, each other and to leave a legacy within their communities for future generations.

Embracing Change and Innovation

In an age of intensifying digital engagement, the rise of digital technology has not only changed the way consumers engage with content but has also influenced their expectations?of brands, they have become active contributors rather than mere observers.

At Jubba, we developed the Amazon Prime Hype House, alongside The Academy, ahead of Prime Day in the UK. This space was created to bring Prime Day deals to life, specifically appealing to 18-22 year-olds. The Hype House included exclusive personalised gifts, interactive tech elements, and brands relevant to this audience, creating a fully immersive, authentic and engaging experience.

The Future is Personal and Bold

In summary, one thing is clear: the future of brand engagement is personal, bold, and undeniably human. It will be a future where campaigns shine and leave lasting impacts. 2025 seems to only be building upon 2024, embracing these changes and innovations will be crucial for staying ahead and meeting attendee expectations.

If you’re looking to create bold, immersive experiences that captivate audiences and deliver real impact, we’d love to chat. Get in touch and let’s make something matches your audience expectations.