For and idea to be eye & mind catching, it needs to be truly innovative, entertaining, relevant and memorable. How?
Visibility materials have to be eye catching, to gain people attention and to remain memorable: POSMs, displays, signage, furniture
Interactive solutions have to impress people, to convince them getting involved and participate actively to what is happening: hostesses outfits, mascots, sampling stands, interaction devices, scratch cards, winning devices, special on-pack labels with collectible items, QR codes, suggestion boxes, integrated mechanics (apps, social media, online banners, micro sites etc).
Material aquisition & customisation has to both rigorous and flexible.