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
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.
We have seen more and more charities embracing experiential marketingin 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
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.
skirt around embarrassing issues when dealing with something as important as
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.
our perspective sometimes it’s essential that marketing approaches don’t skirt
round embarrassing issues – especially where health products and services are
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.
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?
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.
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.