Brand activations
A brand activation begins the moment a person stops looking at the logo and starts doing something with the brand: kicking a ball at a target, pedaling in a VR headset, picking up a card with their own score. We design these mechanics and run them where your audience already is: in a shopping mall, on a ski slope, at a triathlon venue, at an industry summit or a fashion week.
We are based in Almaty. Our activations have taken place in Kazakhstan, Kyrgyzstan and Azerbaijan, and ROI Group has delivered projects in five countries of the region.
Our clients include
Action, not just presence
We don’t start with the decor. We start with a question: what will a guest do in the few minutes they are willing to give the brand? The answer has three parts.
Mechanics
A clear action with a result: a challenge, a route, a game. At the Visa football camp, there were four stations: jump, dribbling, shooting accuracy and passing. At Issyk-Kul, a three-minute VR route on a stationary bike took riders through a city, a desert, a forest and the Arctic, while fans and humidifiers along the way blew hot air one moment and wind with a fine spray the next.
Space
A zone where the mechanics feel like part of the event: a tent on a ski slope, a camp in a shopping mall, a Visa space at a banking summit in Baku.
What guests take away
A player card with personal results, printed right on site. Photos, a branded gift, merchandise. If the mechanics include registration, a digital system records who completed the challenges and how.
When an activation works for the brand
There is a sports occasion
The football World Cup or the ski season. The brand doesn’t host the tournament, but it can let people try the sport for themselves: the Visa football camp at Forum Almaty mall, a VR ski jump, a VR descent and a ski simulator at Shymbulak.
The brand is an event partner
At competitions and festivals, the brand has a space and an audience, and the activation gives guests a reason to come over. At the Visa Asia Triathlon Cup, about 300 people completed the VR route.
The audience is made up of professionals
At an industry summit, an activation becomes a convenient place to stop and talk. For Visa at the International Finance & Banking Summit, we built a zone with a 3D logo, LED screens and a coffee station.
The brand needs to step outside its category
1664 Rosé came to Kazakhstan Fashion Week and spoke to its audience in the language of fashion, not advertising.
Formats
Most formats have their own page; here is a short overview with links.
Brand zones
A brand space at an event or exhibition: structures, screens, a photo zone, a guest area.
Game and VR mechanics
VR headsets, exercise equipment and simulators, stations with digital tracking of results, and staff who guide each guest through the mechanics.
Sports activations
Activations at competitions and around major sports occasions. If you need the tournament itself, see sports event organization.
Event integrations
A fashion week, a summit, a festival. We work out how the brand takes part in the event, find partners and build the program. One example is 1664 Rosé at Kazakhstan Fashion Week.
Promo and BTL
Promotional activities, tastings and promo staff at points of sale are covered on the BTL and promotional activations page.
Multimedia installations
When the technology itself becomes the main attraction: screens, projections, interactivity.
How we work
Mechanics and concept.
We start with the guest: who they are, how much time they have, what they will do and what they will take away. From there, we develop the zone concept and visuals in line with your brand guidelines. We budget for the agreed scope and, if needed, present several implementation options.
Production and on-site work.
Structures, VR, screens and digital platforms are produced by specialized contractors under our management. If the zone will travel to several events, we build that into the design: the VR zone for the triathlon could be assembled, dismantled and transported. On site, we handle installation, staff and promo staff, and keep the zone running every day of the event.
Reporting.
Photos and video and, where the mechanics allow, numbers: how many people completed the challenge or the route.
Projects
-
Visa Football Camp
An interactive training camp timed to the football World Cup. We developed the concept and stations, built the platform for registration and results tracking, organized production and coordinated the zone’s operation. More than 1,000 participants.
-
Visa Asia Triathlon Cup
VR activation for Visa at an international triathlon. We developed the activation, prepared a mobile VR zone, and provided promo staff, a photo zone and filming.
-
Visa Olympic Shymbulak Activation
A Visa brand zone at a ski resort. We developed the concept and organized the decor, the installation of VR equipment and a ski simulator, staffing and gifts for participants.
-
Visa at the International Finance & Banking Summit
A Visa brand zone at an international banking summit. Concept, production, build, technical equipment, staff and merchandise; the zone ran on both days of the summit.
-
1664 Rosé at Kazakhstan Fashion Week
A capsule collection with the fashion brand YANG LAIN by designer Adilya Botabayeva, with French bulldogs as one of its key images. Plus a charity auction in support of the @frenchies_help volunteers. Together with a partner agency, we developed the brand integration and organized its delivery at Kazakhstan Fashion Week.
Questions about brand activations
What is the difference between a brand activation and a promotion?
A brand activation is built around an action: a person kicks a ball at a target, pedals in a VR headset, picks up a card with their own score. A promotion is simpler and rests on a clear rule and the people who explain it. One project can include both. For more on promotions, see BTL and promotional activations.
Where can you run a brand activation?
A brand activation runs where the audience already is: in a shopping mall, on a ski slope, at a competition, at an industry summit or a fashion week. Our activations have taken place at Forum Almaty mall, at Shymbulak, at a triathlon by Issyk-Kul, at a banking summit in Baku and at Kazakhstan Fashion Week. We choose the mechanics to fit the time a guest is willing to give the brand.
Can you track how many people took part in a brand activation?
You can count brand activation participants if the mechanics include registration or digital tracking. At Visa Football Camp, the system recorded results, and the total for October 7–23, 2022 was more than 1,000 participants. About 300 people completed the VR route at the Visa Asia Triathlon Cup. The report includes photos and video, plus whatever numbers the mechanics made it possible to collect.
How much does a brand activation cost, and what affects the budget?
There is no single price for a brand activation: we budget for the agreed scope. The estimate is driven by the mechanics, structures, VR and screens, staff, and the number of days and venues. If the zone will travel to several events, we build that into the structure from the start. On request, we show several implementation options.
What does an agency handle in a brand activation, and what do contractors handle?
In a brand activation, ROI Group is responsible for the mechanics, the zone concept, visuals in line with your brand guidelines, the budget and project management. Structures, VR, screens and digital platforms are made by specialized contractors under our management. On site, we organize installation, staff and the zone’s operation on every day of the event.
Tell us about your event
Tell us where and when your audience will be and what the brand expects from this encounter. We will suggest the mechanics and format and estimate the budget.
Discuss an activation2. What data. The name, company name, phone number, email and task description that you submit through the form on roigroup.agency.
3. Why. To contact you, clarify your task and prepare a project proposal. We do not send newsletters without your consent.
4. How we store it. Requests reach us via Telegram and the request inbox of the Tilda website builder. Only the employees who handle requests have access. We keep the data for as long as it is needed to respond and to perform a contract, and we delete it at your request.
5. Who we share it with. Form data goes only to the services without which the request cannot reach us: the Tilda website builder and the Telegram messenger. Visit statistics are processed by Google and Yandex (see section 6). We do not sell or publish your data.
6. Cookies and visit statistics. This website uses cookies and the analytics services Google Analytics and Yandex Metrica. They collect information about your visit: which pages you open and how long you stay on them, your device and browser, your approximate city (based on your IP address) and where you came from. Yandex Metrica also records actions on the page, such as scrolling and clicks. We use this information to understand which pages are useful and to improve the website; we do not use it to identify you. Google and Yandex process this data under their own policies and may store it on servers outside Kazakhstan. You can disable cookies in your browser settings, and the website will continue to work.
7. Your rights. You can find out what data we hold about you, correct it or ask us to delete it: write to office@roimedia.kz or call +7 771 071 88 74.
8. Consent. By submitting a request, you consent to the processing of your form data on these terms. By using this website, you consent to the use of cookies and the analytics services described in section 6. Data is processed in accordance with the Law of the Republic of Kazakhstan “On Personal Data and Their Protection”.
Date: October 25, 2026.