Here is a great example of a brand taking advantage of technology and wrapping it up in an experience in order to get people talking and help solve a business problem.  Emart, a large discount shop in South Korea, wanted to get more people through the doors and change people’s primary store choice.  So the brand created an inflatable Emart truck that was fitted with Wi-Fi which then travelled around areas of Seoul.  When people accessed the Wi-Fi they were able to download Emart coupons and shop online straight away.  The campaign led to a 9.5% increase in sales in store and an impressive 157% rise in online purchases.

Nike enjoys playing with technology in order to communicate with consumers.  We think this “football anywhere” campaign is a great, simple way to encourage people to have a kick around with mates, enjoy sport and use Nike products to do it!

Earlier in the year we looked at 3 other Nike campaigns that use technology to get people talking.

Mars brand Snickers has come up with some great campaigns that showcase the brand’s personality.  Here are two nice ideas from Snickers that put a smile on our faces and got us talking this week.

Snikkers Googel

Snickers Foosball

We have seen more and more charities embracing experiential marketing in order to connect people with their core messages.  Creating experiences, which resonate with an individual, can mean that the charities needs are understood on a much deeper level. 

This week we’ve spotted an effective and simple campaign devised for Domund, a Peruvian charity.  Fake grocery products were placed on a shelf in a shop, when consumers attempted to pluck one off the shelf they couldn’t as it was glued in place.  After a bewildering moment, a banner was revealed that stated that a lack of access to food is something that thousands of Peruvians in extreme poverty experience every day. 

Why skirt around embarrassing issues when dealing with something as important as cancer detection?

We recently read an interesting article on The Marketer’s fantastic new website that got us talking.  The piece, by Philip Graves titled Marketing the Unmentionable, looked at the psychology of embarrassment and how marketers could use that to drive home important messages.

From our perspective sometimes it’s essential that marketing approaches don’t skirt round embarrassing issues – especially where health products and services are involved.

In recent months we have been talking to hundreds of people a day on the street about “blood in their poo” for a Department of Health campaign.  The approach is designed to encourage the public to think and act when they spot the symptoms of bowel cancer.

This tactic may seem little uneasy on the eyes and could be seen as something that would make the public turn and flee, but at the route of it blood in poo is actually a telling symptom of bowel cancer.  So why avoid saying it?

What’s interesting is just how receptive the general public has been to this honest, straight-talking face-to-face campaign. Often taking the first step to facing embarrassing problems is the biggest barrier. Providing people with a friendly, knowledgeable ear during their daily routine makes it easier for people to ask questions and address concerns – either for themselves or a friend and family member.

In an age where consumers are increasingly sceptical of organisations that paint over real issues, a little honest face to face conversation  can go a very long way in building consumer trust.