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Imagine your brand coming to life. Not coming to life on a screen or in a printed advert, but really coming to life - having life, energy and passion breathed into it by your own people. Imagine what that would be like. Imagine what that would do - not only for your people but for your brand. How long would you talk about that? How long would your staff talk about it? Most importantly, how long do you think everyone in the market would continue to talk about it?

Welcome to the newest craze that is sweeping across the world, the latest in vibrant, in your face, surprise advertising and brand awareness – Welcome to Flash Mob!

A flash mob is a group of people that, to the naked eye, appear to be normal tourists, consumers and everyday passers-by. But with our guidance coaching and a little inspiration, these seemingly everyday people are actually powerful brand agents, with a specific mission and strategic goal to get your brand out there and not just get everyone to talk about it, but to get everyone to be a part of it!

We can coach and prepare your Flash Mob in a day or over a series of weeks. We can take your employees and transform them, or work specifically with professional actors and dancers, or we can combine both into the ultimate brand soldiers, ready to go out and take the competition by storm. In our experience, this project will be immensely popular with your team and every single one of them will have an important role to fulfill. There are no ‘passengers’, and the project is only effective if everyone comes together and plays their part in the grand design. The end result will have everyone talking about it for ages. This is a sophisticated, high quality, high profile project that leverages off the international craze and will elevate your team and brand to astronomical new heights and ensure that everyone will experience your organisation in ways they never thought possible.

There are also several options on offer to record and promote your Flash Mob. We can have agents in the crowd with portable cameras, grabbing the action as if they were tourists along for the ride, or we can elevate the professionalism and strategically mount high level cameras all over the target area and capture this excitement on broadcast quality equipment. We can spread the word for you over multiple social media platforms and work with your people to get the word out there and make the mob a truly viral experience. Anything is possible and all is doable. At the end, our team will provide you with a professionally edited piece of marketing material that will tell the story of the Mob from inception to execution.

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Process

Process Logistics

The group will be briefed and divided into teams of about 10 delegates each.  Each of the teams will have the opportunity to choreograph and practice their portion of the routine.

Their will be Elephants facilitators on hand to go through the routine, song or dance steps and facilitate the rehearsal sessions. The group will conceptualise, script/storyboard, identify the target location and coordinate the overall plan.

From our side we will have two types of facilitators working with the group:

  1. Process facilitators: they focus on team dynamics and ensure that the purpose of the day is achieved. In other words, is the right message being delivered through the Flash Mob.
     
  2. Technical facilitators: they assist with the routine, the body routing and deployment plan and help capture the best possible footage in the field.

Process

The group will be briefed and divided into teams of about 10 delegates each.  Each of the teams will have the opportunity to choreograph and practice their portion of the routine.

The process is divided into four phases:

  1. Pre-production
    • Flash Mob introductory video
    • Brief
    • Delegates are put into teams (this is left to your discretion)
    • Allocation of key hats:
    • The group conceptualises their message, brand connections, visual representation, sourcing music/song and body route plan and deployment plan
    • Rehearsals of the plan/routine
       
  2. Production
    • Lights, Camera, Action!
    • The group arrives and mingles in the crowd
    • Camera people are deployed and on standby
    • Actors and actresses/singers & dancers are in the crowd, awaiting the signal
    • The signal is given or Mob Master takes center stage and initiates the Flash, usually via microphone and PA system
    • The music plays and the Flash mob explode into action
       
  3. Post-Production
    • The final edit!
    • Our professional editing team will capture all the footage and bring it to life
    • Last minute voice-overs or re-takes are done
    • Music and/or special effects are included
    • Any interviews during the event or post event are edited into the film
    • A digital video disc is authored and the Flash Mob video is uploaded to YouTube and links circulated

Why use Flash Mob

Firstly, Flash Mob is used as a platform through which the brand is brought to life. Taking your objectives into account, the brief would be along the lines of: "What does this brand mean to you and how can you express this and infect others to join you in spreading the word"

Secondly, the process gets people behind an idea and creates buy-in from your staff. The Flash Mob, whether a choreographed dance, mime routine or group song is their creative masterpiece.

Thirdly, the process is fun. This is vital in creating buy-in for the actual team build, everyone is having fun while getting behind the brand and a natural by-product is that people get to know each other much better.

Fourthly, the process is applicable for people from all cultures, physical abilities, both genders and personality types because there is a role for everyone.

Lastly, once the team build is over, the final Flash Mob video is uploaded to the web where it can spread, go viral and be viewed internally or by your customers months or even years later. This gives the process legs and affords people the opportunity to ask themselves whether they have achieved their goals or if more work is still needed. It is also often used as a reference when new members join the team to showcase the company's culture, values and brand.

Flash Mob Detailed Specifications

The target group's needs are to:

  • Fully understand the company's brand and communicate it out to the market
  • Open up to the bigger picture
  • Gain an emotional connection to the brand and the team
  • Cope under pressure

The focus areas are on:

  • Enhancing brand, product and general company knowledge
  • Creating an affinity for the brand and the organisation as a whole
  • Enhancing group communication
  • Focusing the energy of all individuals to a common goal
  • Enhancing teamwork ability
  • Increasing the ability to handle intense time pressure
  • Keen understanding of our market and customer and aligning the brand to them

Added features that come forth are:

  • A creative involvement resulting in thinking out-of-the-box behavior
  • An enthusiastic drive to get behind the brand 100% & to get our customers to do the same
  • A sense of accomplishment that the group can deliver a valuable final product in a limited time frame

 

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