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Great Experiential Marketing: Kulula’s motorised beds and baths

By Joss Davidge

South Africa’s no-frills airline, Kulula, came up with a fun way of promoting its no-fuss online check-in service…

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Kulula’s online check-in service enables its customers to check-in from absolutely anywhere. Travellers can skip the queue and get their seat without even getting out of bed.
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So, to demonstrate that, Kulula planted motorized beds and baths around Cape Town International Airport and O.R Tambo International Airport in which well-known local celebrities Siv Ngesi, an actor and comedian, and Jack Parow, a local rapper, could be seen relaxing.

Sufficiently decked out with Kulula branding, these unconventional check-in locations meandered through the crowds at the airports, demonstrating just how easy it is to check-in.

This sort of stunt is the last thing a traveller expects to see when they’re at the airport - especially since they have become such serious and bleak security centres. And that shock has a lot of power for a brand; when something is incongruous we pay particular attention to it, and we’re more likely to remember it.

The humour used also makes it especially effective. Any good marketer – particularly those in the face-to-face sector – will know that if you can make someone laugh, you’re in a better position to sell them something. When people are entertained, that subsequent happy feeling carries over into their perception of the brand.

Love the humorous approach? Take a look at Yovis Viaggio’s trapped-in-the-toilet stunt, or another toilet-related stunt that involved serenading from Power Activ.

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