1. In Singapore, loyalty card rewards coffee fans for being disloyal
The
demise of the independent coffee shop has been a real threat on high
streets across the globe for a number of years now. In one city an
enthusiastic team refused to accept this threat as a foregone conclusion
and a partnership sprung up between three Singaporean organisations
with the aim of saving the local coffee shop through their Be Disloyal
card campaign. The disloyalty card encouraged customers to visit as many
of the eight participating outlets as possible with the intention of
encouraging the eight to join forces against the major chains. This
initiative managed to effectively combine grassroots retailing with a
savvy business approach — a blueprint for the future perhaps?Read more about Be Disloyal »
2. Fashion brand offers discounts based on a shopper’s social influence
Word
of mouth is an essential tool in any company’s kit if used correctly.
Californian fashion brand Volga Verdi were well aware of the power of
the spoken word when they offered discounts to their customers based on
the amount of contacts they had on social networks — the more popular
the customer, the more discount they received. This clever campaign
encouraged customers to increase their friendship base, all the while
broadening the company’s pool of potential fans. Customers were also
more likely to associate the Volga Verdi brand with the attributes of
friendship — trust and kindness — thereby enhancing their brand image in
one fell swoop.Read more about Volga Verdi »
3. Google flu prediction model used for mobile ad campaign
Companies
have often made the most of data on their customer base in order to
effectively target their products and Vicks’ recent campaign was no
exception. Using information from Google on flu incidents across the US
and flu-related web searches they were able to pinpoint areas where flu
rates were high and directed Vick’s Behind Ear Thermometer advertisement
to relevant smartphones in these areas. Read more about Vick’s campaign »
4. Pop-up store sells chocolate for good deeds, not money
There’s
nothing quite like a business venture that combines clever ideas whilst
rewarding good behaviour. Chocolatier Anthon Berg managed just this
with their sweet gifts being sold in exchange for acts of kindness. The
use of iPads to replace tills meant that staff members could immediately
post the good deed to the customer’s facebook wall, successfully
sharing the person’s thoughtful act as well as marketing the brand. Read more about The Generous Store »
5. In Seoul, retailer uses 3D QR codes and the sun to deliver discounts only during its quiet times
There’s
nothing groundbreaking in the idea of shops maximising sales during
quiet periods by slashing their prices, however South Korea’s Emart
added a touch of adventure to their discount offers. The Seoul retailer
placed QR codes dotted around the city that could only be scanned
between the hours of 12 noon and 1 pm each day. Between these times the
QR codes were visible because the sun was at its highest in the sky,
casting the correct shadow for the 3D QR code to form. Once customers
scanned a code they were taken to Emart’s homepage where they could
browse reduced price items and have purchases delivered direct to their
door. Read more about Emart’s campaign »
6. At London bus stop, interactive ad shows different content to men and women
An
age-old dispute centres around gender, and whether men and women are so
very different from one another. One charity that used this debate to
their advantage was Plan UK, who adopted facial recognition software for
their bus stop advertising campaign to highlight gender inequality. The
software identified whether a man or woman was standing in front of the
screen and then played a different advertisement accordingly. Women
were shown profiles of three females from around the world who each
experience gender discrimination in different ways. Men, however, were
denied access to the full profiles and could only read a set of
statistics about gender inequality. The charity hoped to bring home to
the male viewers the limited opportunities women can find available to
them simply based on their gender. Read more about Plan UK’s campaign »
7. Mexican retro sneaker brand relaunches with free shoe exchange
The
Mexican sneaker company Panam noticed an increasing demand for their
80s designs as a demand for retro style swept the country. They boosted
their wavering popularity by organizing shoe exchanges in the country’s
busiest squares, where people were encouraged to bring an old pair of
shoes and swap them for a Panam pair.Read more about Panam’s shoe exchange »
8. Insurance company recruits existing policyholders to advise potential customers
It
is a brave company who hands over responsibility for their brand image
to the consumer, but Finnish insurance company If did just this when
they asked 852 of their customers to provide live one-to-one
testimonials to potential customers over the telephone. These
one-to-ones could include positive and negative feedback on the company
and aimed to give a fair and unbiased assessment of the service offered.
This was a potentially risky strategy that empowered the consumer.
Fan-sourcing sales platform, Needle,
also recognized the importance of customer testimonials, matching up
brands with their most loyal fans to provide personalized
recommendations for potential customers. Read more about If’s campaign »
9. Alarm clock app rewards users for guessing which city’s sounds they wake up to
Most
people need a little help to clear heads in the morning, and this app
from Lufthansa airline struck us as an ingenious idea to kickstart the
brain at dawn. Set up as an alarm on the user’s phone, the app played
sounds to represent different cities as a wake-up call. The user then
had to guess which city the sound represented and input their answer
into the phone. If they were correct, they won discounted plane tickets
to that destination. Lufthansa created a fun game as well as cleverly
alerting the user to their brand on a daily basis. Read more about Lufthansa’s Anywake app »
10. Deliberately late pizza deliveries raise awareness of world hunger and money for charity
While
we’re used to marketing campaigns that have stand-out qualities, it’s
rare that we come across one that takes the risky step of potentially
annoying its customer base. But that is just what Paraguayan ONIRIA/TBWA
did when they arranged for the country’s two leading pizza delivery
chains to deliberately deliver their customers’ pizzas late. The
campaign aimed to give consumers a glimpse into the lives of those who
suffer from a lack of food every day, and each pizza was delivered with a
note inside explaining the thinking behind the strategy. The campaign
helped collect 50 tons of food for the Food Bank Foundation, but its
success perhaps lies in its one-off nature.
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