Best Marketing Campaigns April 2013
There’s a few recurring themes in this month’s collection of campaigns free these include free Wifi, Belgium appears twice and a number of beverage companies have produced interactive bottles. Read on.
10. BPost: Live Webshop
To prove how good they are at delivering your packages the Belgian Post Office set up the Live Webshop a kind of auction house that allowed viewers to buy items at discount prices. The viewer watch the shopping and shipping process live and the item was delivered overnight. It had some great results too – over 260,000 people visited the webshop online and brand awareness increased by 65%.
9. Microsoft, Film Poster, Kit Kat: Free Wifi
Is free Wifi a big deal? With data plans coming down in price and free wifi zones available in many place I would have thought not. However, this caught my eye from Microsoft. They turned a page in Forbes magazine into a free wifi hotspot that stays active for 15 days and has a battery that enables full time useage for up to three hours.
On a similar note a Korean film poster also provided free wifi for people in the immediate area. Once logged in the user can watch a trailer of the film from the poster and even buy tickets for the show. It’s a nice link up that might work for a younger demographic.
Also on the Wifi buzz last month was Kit Kat. Unlike the above two examples Kit Kat wanted us to take a break from surfing with a twist on the two concepts above. Their’s featured a sign that jam’s all signal for a five meter radius.
Check them out below.
8. Metservice.com: Outdoor Billboard
How do you communicate the accuracy of your online weather service in Auckland, a city where the weather changes frequently? An outdoor billboard of course.
7. Maes Beer: Free Keg
It may be the 2nd biggest best selling beer Belgium but the market leader outsells Maes by 4 to 1. Maes also happens to be the third most popular surname in the country so why not give a free keg of ‘Family Pride’ (see what they did there?) to everyone with the Maes surname? An expensive stunt that brought the Maes’s (see what I did there?) together to enjoy a keg of free beer. A Facebook app was a critical component with 500,000 using the app and Facebook fans tripled within a day. So there’s no mention of any sales figures right after the stunt, maybe it’s too soon to tell but it is strange to frame the case study with ‘it’s being outsold 4 to 1’ and then not come back with anything else. While stunts like these can also be measured in PR terms (awareness, free publicity etc.) the cold hard fact of the matter is the long term benefits of single stunts are small and require frequent future stunts to maintain a high level of brand awareness. Who would say no to a free keg?
6. Cornetto: Lick Challenge
I like this, it’s simple, fun easy to take part in and… my God isn’t his tongue only massive?
5. Coke, Heineken & Budwesier: Interactive Bottles
More and more non-digital items are becoming digitally enabled and this past month has brought three examples from Heineken, Coke and Budweiser. The former has produced a bottle that interacts with other bottles, people and even the music. Pretty interesting idea that will get cut through amongst the target 18-25 y/o clubbers. Coke has a bottle that records and remixes the sound around you when a bottle is opened. It’s then played back when you open it again. The premise being you’re reliving that happiness moment built as a result of the anticipation of drinking the drink. Budweiser have taken the Heineken idea a little further with their ‘Buddy Cup’ this is actually hooked up to your Facebook account and enables you to become friends with the person you clink glasses with. And you though Facebook photos of the night before were bad!
4. Durex: Funderwear
A ‘Durexperiment’ that allows an app user to ‘touch’ their partner via sensors in her funderwear. Gimmick? Yes. Do you want to try this? Yes.
3. Nike: Air Max PhotoID
It’s been possible to customise Nike apparel for some time using Nike ID. This new iteration synchs with a users Instagram account to customise one of the new Air Max trainers to match the colours of a chosen photo. Kinda cool way of pulling a users Instagram ego and putting it onto a piece of clothing in a not-to-obvious way. More here
2. WWF: Football Field
The best way to communicate a piece of information is to do it visually. WWF have excelled at that in this takeover of a Brazillian football pitch where, over the course of a game, they digitally hi-jacked a game featuring the national womens team. To point was to highlight that a football pitch sized piece of rainforested land is destroyed every four minutes. Watch as the pitch turns from green to brown with an explainer at the end of the game traffic to the WWF site was up 73%.
1. Ask CT Food: Instagram
An Asian food supplier called CT Food is encouraging those frequenting Asian restaurants to instagram a photo of their meal using a campaign hashtag. The brand responds with a list of ingredients and instructions how to prepare the meal and the ingredients are linked to a hashtag enabling shoppers to see what it looks like when they go to pick it up in store. It’s a really remarkable idea that latches onto an existing behaviour (taking photos of meals) to provide a real benefit to the user. The aim is to convert diners into customers of the supplier, although it may get up the nose of the Asian restaurants. It reminds me of the Hellmans mayonnaise till receipt campaign that was one of my campaigns of 2012.
@askctfood – The Asian food wizard on Instagram from CT FOOD on Vimeo.
