Creating stunts and stand out one-off campaigns in 2012
There have been some fantastic, eye-catching stunts carried out by brands this year.
As the flow of news and information across the world is now almost instantaneous.
Marketers are realising that they often have to react quicker than ever in order to piggy-back on an event or revelation. Reacting quickly is one thing but brands also have to gauge the public mood and not overstep the mark – for example American Apparel was slated for tactlessly using Superstorm Sandy as an opportunity to increase profits earlier in the year. Here are some of the great reactions and one-off stunts we’ve come across this year that got people talking.
The one that really got us talking in 2012:
As social media grows in importance it seems more brands are starting to see the value in taking part in a dialogue rather than just shouting about what they do and hoping people are listening. In October Bodyform responded to a witty comment left on the brand's Facebook page with a sharp, fun, well-timed video. The comment and response went viral. Some have wondered if the whole thing was a cleverly manufactured campaign, but whether it's real or not, it gets our vote!
Bodyform responseOther campaigns that got us talking:
Sainsbury's saucy positioning of 50 Shades of Grey
A Dramatic Surprise on a quiet streetLynx "Sorry Harry"
VIVO Phone Booth Makeovers
Paddy Power Olympic Ambush
Tropicana Sun Illuminates Trafalgar Square
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.