May 14, 2013 § Leave a comment
”Customer experience needs to be thought of as a strategic agenda item on par with and actually integrated with corporate strategy, managing the brand, and new product development”
Michael Kanazawa & Dr. Robert H. Miles, Big Ideas to Big Results
You’re no longer in the business of selling stuff.
You’re in the business of entertaining your audience and engaging them in meaningful behavior. If you do it well enough, they will not just buy your products and services repeatedly, but they will tell their friends about it. (Given your products and services are top notch.)
And we all know that a recommendation from a friend is worth so much more than any radio spot in the world, no matter how clever the spot is. It’s how brands become market leaders. Period.
May 30, 2012 § Leave a comment
An embassy for a drink? Really?!?!?
The Havana Club has created a pop up shop of a different kind to promote Mojitos in the best possible way: an environment that oozes fun, freshness and Cuban lifestyle in an experience that speaks to all five senses. The colors, aromas, tastes, sights and sounds seduce visitors of this Milan pop up store to take a brake and be taken away to Havana for a real, freshly made Mojito while strolling a small market, enjoying live Cuban music and entertainment.
Apart from the fact that summer has started here in Montreal and that I really love Mojitos and the smell of a freshly cut lime, I feel the interventions will be a huge success in communicating the the brands vision and values in a very engaging way. NO need to preach about the advantages of fresh, high quality ingredients over pre-prepared, ready made Mojito mixes, when an entire Mojito embassy is dedicated to spread the good word.
Instead of creating a message and sending it through conventional channels, Havana Club shares its passion for the best possible Mohito through this engaging live intervention that allows the audience to experience the message directly and through interaction with the real people, zipping away real good Mojitos.
I feel like going to the market to grab some limes myself now…
April 26, 2012 § Leave a comment
Need to send an email but have no WiFi? Take your pooch for a walk in the park and you’re on your way to free global Interweb, at least in Mexico.
Well of course this is no daily challenge for most of us as we work in the park, but the Mexican internet portal Terra still managed to delight passers-by with this funny intervention and created a short clip to further explain the (not so serious) thinking behind it.
For every gram of dog poo that owners dispose in the allocated containers, a certain amount of free WiFi minutes are being offered generously for anybody in the park who is looking for internet access. Seems to me that everybody is happy because it works on three levels: we all enjoy a poo free park (which should be the case anyways with responsible dog owners, like myself), dog owners can contribute by “paying it forward” (lol) and those looking for free internet access benefit from the responsible dog owners. What a great idea, bounded to attract a lot of media attention!
With this intervention, Terra delights, entertains and solves two problems at the same time, while communicating their core service (internet access) in a hilarious way, making everybody smile. I wonder if there was a social media component to transport the event to others.
March 27, 2012 § 1 Comment
If you like chocolate (I do!), you will probably like what the Danish chocolate brand Anthon Berg recently did.
To bring their tag line “you can never be to generous” to life, they opened a pop-up chocolate store for only one day. But instead of hard earned cash, you had to pay with the promise of a good deed. For every product you bought you could pick from a catalog of mostly fun and sometimes cheeky promises, such as cleaning a friend’s house or garden, serving breakfast in bed for your loved one, not talking behind your girlfriends back for a month, etc. Facebook was used to document the promise using iPads made available in store.
As you can see in the video people lined up for hours to be able to pay some chocolate with a good deed.
I love this event because it encourages people to “pay it forward”. We have seen brands engaging in”random acts of kindness“, but the agency Robert/Boisen & Like-minded, who conceived the idea, takes it to another level, turning Anthon Berg into the facilitator that encourages the consumer him/herself to engage in random acts of kindness. What a great way to communicate your values employing an event that is talk worthy, yet social and fun enough for the the audience to wait over an hour ot be able to participate.
February 29, 2012 § Leave a comment
The company invited numerous artists (Marc Quinn, Jake & Dinos Chapman, Vivienne Westwood, etc.) to design eggs, which are placed throughout London for a limited time only. The website showcases all 209 eggs, gives clues, offers 12 maps, highlight related product information and entices the audience to participate in many other ways, such as Facebook and Twitter.
Every egg comes with a unique keyword that enables the participant to enter a draw. Every egg found and every keywords entered increases the participant’s chances o win the big price: a special Diamond Jubilee Egg, valued at £100,000. A Facebook app offers another possibility to participate and enables Fabergé to interact more directly with the participants.
At the end of the hunt a “Golden Collection” of 30 eggs will be sold at live auction on 20 th March with the rest of the eggs auctioned off online here. All proceeds from the auction go to the charities Elephant Family and Action for Children.
Treasure hunts are nothing new and can fail miserable if poorly executed. But Fabergé has managed to capture our imagination, combining the creativity of internationally acclaimed designers, an attempt to brake a work record (for most participants in a life egg hunt), and raising money for a charitable reason. What a great idea! This is bound to generate a lot of earned media and word-of-mouth.
(If you’re happening to be bidding on an egg, let me know. I’d love to share your experience on here.)
(via Creative Review)
February 27, 2012 § Leave a comment
Being known for braking the mold and their innovative approach to fashion shows, the label developed a presentation format where dancers perform in an industrial environment to live music. The musician sits in the background, while the dancers perform sometimes weird and disturbing movements in the foreground. Redefining the space by incorporating props (especially the piles of paper) into the choreography definitely helps to make the performance visually more dynamic and interesting.
It’s refreshing to see a different approach to presenting a fashion collection. The atmosphere of the piece and attitude of environment, dancers and music combined, make for a very unusual fashion expereince, guaranteed to communicate the brands values in a way that leaves the audience and media talking about it and ready to share the event in various channels.
February 16, 2012 § Leave a comment
Kusama created an monochrome environment, consisting of everyday objects, everything painted white: walls, floor, chairs, a table, a sideboard, bowls and even a piano. Over a period of 2 weeks, children were given brightly colored, round stickers to leave their mark on walls and objects to recreate the environment. One can only imagine the fun the kids had.
Apart from a strong educational or inspirational effect on the children, the installation makes a strong statement about the museum, but also generates excitement and engagement with art, offering a different approach for children how to relate to art.
The positive Word Of Mouth and media exposure for the museum, thanks to the installation must be staggering. This blog post is another proof of it.
February 15, 2012 § Leave a comment
This staged soccer event set up by Samsung in London’s Victoria station is a good example of an engaging, cultural event that connects people around a given set of values. Samsung manages to create it in a public environment that is unconventional and unexpected yet free and entertaining. The audience, delighted by the distraction, is open to the suggested activity because the brand does not want to push a product. Instead the audience feels compelled to watch and share the fun with friends and family, using their mobile devices. A sense of excitement and fun is in the air and the brand is the facilitator. Additionally the viral component will help transport the expereince to those who did not have a chance to be there in person.
More and more brands realize the power of these cultural events that don’t aim to push a product service but create awareness, engagement and potentially lead to brand loyalty. Though it will only work if the event is aligned with the brands values and is not a means to distract from product/service inherent problems. Before you invest into an activity like this, make sure you’re product service is top notch. NO cultural event can make up for a negative user/customer experience.
February 7, 2012 § 3 Comments
In Cape Town Coca Cola has installed this giant made of 4,200 crates to raise awareness for the need to recycle.
The recycled structure, called “Eliot”, is nearly 60 feet high and can hardly be missed.
Definitely a very engaging way to communicate the message of recycling. The installation is bound to create a massive amount of positive word Of Mouth.