"I’m happy my darling"

Musings from Dennis #54: One of the reasons I get so driven for any onground activations or experiences is the magic and memories we get to create for families, friends and lovers. Moreover it really is the brand connection and the emotional touchpoints we create with the IP we represent that seals our relationship with our consumers – from Sentosa to Takashimaya to Disney and now Paramount.. A few years ago I was checking to see how the PAW Patrol mall stage show was doing at City Square Mall Singapore, when I noticed this tall and burly man standing at the side of the audience area (reminded me of Dave Bautista, the actor). What was a person like him doing here? I then realized he was standing outside the cordoned seated area and his family must be seated inside enjoying the show. It was later at the meet and greet sessions that the same man appeared to be at the exit, waiting just in front of me and then I saw this – his wife and little daughter (no more than 3 years old) finished the session with the pups and she ran into his arms as he squatted down to enfold her. He softly asked “Are you happy darling?” to which she replied yes yes. He then said “If you are happy then I am happy”. A sigh of wonder... So kudos to anyone here whose work involves any onground activation, theme park, themed hotels, location-based experiences, ice shows, live shows, mall events and instore promotions – you make it possible for lovers, friends and families to remember their time together in these moments and memories