What makes fantastic marketing? Emotional connection, relevancy, the “wow factor”. How do you take all of your marketing campaigns and make them pop? The greatest marketing campaigns are those that are memorable. They are the ones that resonate with your audience and really create an affinity between your customer, the messaging, and the product or service. Whether you are in the B2B or B2C space, creating a lasting impression is what you are striving for.
Because there are so many ways to reach customers in today’s complex digital world, marketers have more and more opportunities to create campaigns that leverage different mediums. Some of the most innovative campaign are capturing attention both online and off, and leveraging sound, sight, taste, and even smell.
Take a look at some examples of campaigns in the first half of 2013 that have done an amazing job of capturing the attention of their audience in a major way.
1) Coca-Cola Sharing Can
Coca-Cola has really hit it out of the park recently with their campaigns. They have done an incredible job at connecting with their audience through understanding their motivations and the nostalgic feelings behind craving a can of Coke. Another impressive aspect of recent campaigns is the attention that Coke puts into making each message global. Coke has smartly positioned themselves as a brand that connects millions of people across the world.
Recently, Coke has upped their game with how they get people to not only emotionally engage with their brand, but also with each other. They created a vending machine that enabled people in India and Pakistan to communicate. And in Europe Coke is offering customers a chance to customize their own Coke bottles with their names. The most recent iteration is the idea of having a can of Coke that twists apart into two smaller cans so you can share! I immediately resonated with this. I love Coca-Cola, but I often can’t finish a full can, so having two small cans that I can share with a loved one is genius. Currently, the cans are only available in limited quantities during a trial through their “Happiness Truck”. So that is a bummer, but I have high hopes the concept will make it to the mainstream.
2) Senador Volstead Beer
This is a truly innovative campaign. Senador Volstead is a beer company based in Spain named after Senator Volstead, who decreed the start of prohibition in 1920. So how do you promote a beer that is themed after 1920s prohibition? Why not make it hidden on your own website? I have never seen anything like this, which immediately makes it memorable.When you go onto the Senador Volstead website you might be confused at first because it appears to be a website selling teddy bears. Take a look at what I mean:
They give a few clues to the viewer like “Don’t Leave” and “If You Think They’re Not What You’re Looking For, Don’t Give Up, They Are”. And then after a bit you get the following pop-up:
And all you have to do resize your browser and you get to the real website.
A very cool and innovative idea. The key here is to think of ways you can make your campaign extremely unique. It is a pretty gutsy move to make your product invisible when you get to the website, but this will stick out in the mind of your customer.
3) Game of Thrones Season 3
OK, truth be told, I love Game of Thrones. I also love HBO and I think their marketing is genius. I mean, True Blood? That first campaign truly set a precedent. But what I am really into right now is Game of Thrones, and their marketing campaign for Season 3 was clean, consistent, mysterious, and of course cool.
The big theme for the season premiere this year was a subtle, yet mysterious shadow of a dragon. The beauty behind this campaign was that it was extremely consistent and its subtlety did a lot to build momentum to the premiere. First came the poster and magazine covers:
Then suddenly the dragon dominated the New York Times:
And you could even see the dragon on buildings, like the HBO building in LA:
And of course buses and billboards, all with the same image. I love this campaign because of its simplicity. HBO didn’t have to go overboard to make a statement and get me excited for the premiere.
4) ORPHEA Billboard Fly Trap
This example appeals to emotions in a different way. Instead of focusing on the warm and fuzzy feelings of nostalgia or excitement over looking forward to something in the future, ORPHEA relies on the relatable pain point of bug hating to bring their customers together. And they used an extremely unique marketing technique to get their message across.
They rented a billboard in Milan and created a giant insect trap using transparent glue that was placed on the billboard in the shape of an aerosol spray. Over time, insects naturally got trapped in the glue and created a huge, and very visible insect trap. Gross? Maybe. Shocking? Probably. Memorable? Definitely! It certainly attracted millions of people’s attention. The lesson here is never be afraid to try something different.
So I came across this campaign because I was looking for a solution to keep my rug from slipping across my floor every time I come home. See, I have two giant dogs and my 4×6 Crate and Barrel rug just doesn’t stand a chance. In my search I came across Lowe’s Vine campaign #lowesfixinsix. They have taken Vine and created a really innovative campaign that fixes many of their customer’s pain points. Using 6 seconds, they film fixes for some of the most common issues that customer’s face. And luckily, they had a solution for my rug slipping problem.
They have a ton more of these videos as well. Have a stripped screw? No problem, Lowes shows you how to use a rubber band so you can still use the screw.
Lowes really gets it right. They use one of the latest marketing tactic of a Vine video to really help their customers. And of course, now I am one happy camper and my rug finally stays on my slippery hardwood floors, regardless of my two 85 lb dogs doing circles around me when I walk through the door.
What other campaigns have you seen this year that have been truly outstanding?