1. IKEA Human Catalogue
A critical piece of the IKEA marketing mix has been its catalogue. There have been several notable marketing activities centred around it over the years including outdoors which were pop stores, mobile app which uses augmented reality to bring alive the shopping experience, effective use of relevant social media platforms like Pinterest and even an Apple TV app.It makes business sense as the catalogue showcases the vast range and helps consumers picture how a purchase decision can fit into their lives. The latest stunt from IKEA Singapore involves Yanjaa Wintersoul who memorised the 2018 catalogue, down to the last detail. This is made-for-YouTube and share-worthy with the product at the centre of the idea.
Agency: BBH, Singapore
2. Honda Fit Sport
How do you convey the roomy nature of Honda Fit Sport? Create a TV commercial where the entire ad gets packed into the back of the car, of course. Here’s the fun 30-seconder:
In another contextual ad meant to be released on Hulu, the video player’s various elements can fit into the car.
3. Burger King – mystery burger
When you are tasked to create buzz around a mystery burger in a highly competitive category it helps to be bizarre, I guess.
4. Zappos: drama-free customer service
What works? The dead pan delivery, the writing (‘save the drama for your daughter’s diorama’) and the two-ads-in-one approach.
The static executions drive home the point of hassle-free returns.
5. Cliffside shop: 37.5 Technology
One of the fascinating things about today’s marketing is the blurring of lines between stunts, PR, activation and online video. Each element feeds into the other and it is impossible to fit ideas into boxes as before. Also, all brands – small or big get an equal chance to be visible and create buzz unlike traditional advertising where media spends matter. Geography is history too in this scenario where a stunt in a remote corner of the world can resonate globally. 37.5 Technology (a brand I had not heard of until now) is an advanced materials company and their Cliffside shop stunt has generated a lot of buzz. The marketing logic:
Clothing with 37.5® Technology helps climbers maintain their ideal core temperature no matter the conditions. But they don’t always have it when they need it most. That’s why we opened the cliffside shop.
Agency: Work In Progress
The sheer daring involved, even though the stunt lasted just two days and the global PR makes it all worth it.
6. No7 MakeUp Ad
Cosmetic advertising showcases beautiful people and very often it is hard to tell one brand from the other (especially in print). Here is a campaign from No 7 (owned by Boots) which is unconventional as it features an Olympic fencer, Monica Aksamit. The write up over at YouTube says, the ad is about ‘an impressive display of the transformative power of make-up and the confidence that comes from feeling ready for anything’. The shots of fencing interspersed with application of make up strokes make for riveting viewing and are beautiful.
Agency: Mother London
Which one did you like the most? Comment in.