In the marketing world, it pays to be innovative and to challenge preconceptions. From the very biggest companies to the humblest start-ups and growing businesses, marketing is about being noticed and standing out in a competitive marketplace.
The very best marketing campaigns do just that by creating a buzz around a product, service or company that helps to boost sales and raise brand awareness. The following marketing campaigns were executed on massive budgets and with accommodating timescales, but this kind of bravery and ingenuity can serve you well in your marketing activities this year too…
Stella Artois Cidre
Over the past few years, Stella Artois has undertaken a number of concerted marketing campaigns intended to shake off the brand’s unglamorous, lager-lout image. The attempts have been remarkably successful thanks in no small part to some of the most artfully executed TV and print adverts you’ll see anywhere. Excellent casting, writing, directing and cinematography have helped to associate the brand with a gentile, classy, 1960s riviera-style playboy lifestyle, far removed from the budget boozer overtones that were once the lager’s staple. The release of a new Stella Artois cider (c’est Cidre, not cider) prompted a new print and TV marketing campaign that was to become one of our favourites of 2013 so far.
Coca Cola Sharing Cans
Pumping millions into a TV or print advertising campaign is all well and good, but such marketing outlets will often prove beyond the reach of many growing companies. Ironically, it was one of the world’s biggest companies, Coca Cola, who showed us how marketing success could be achieved without such largesse this year. The Coca Cola sharing cans will have almost certainly cost the company a fortune to develop but the point is that they needn’t have; the concept was a simple one, and could have been achieved on a relatively modest budget. By rebranding their products with the slogan ‘share a Coke with’ and a collection of commonly used names, Coca Cola hit on a winning formula. Customers set out in search of their own names or the names of their friends, and helped to spread the campaign further using social media and the hashtag #shareacokewith to create an innovative and cost-effective marketing campaign.
Game of Thrones Dragon Skull
Game of Thrones is one of HBO’s biggest shows and has an established fanbase of millions, so a lavish marketing campaign wasn’t exactly necessary in order to drum up interest in the new season. On demand streaming service Blinkbox, however, wanted to let UK viewers know that the show was going to be available via their service, and to do so they conjured one of our favourite marketing stunts of the year. Blinkbox commissioned a 40-foot dragon skull to be built and left on a beach on Dorset’s Jurassic coast, attracting TV crews and spectators from miles around. The campaign certainly helped to increase interest in and awareness of the Blinkbox service, and we can’t help but admire such a brave and innovative marketing stunt!
These phenomenal marketing campaigns prove that bravery and originality can go a long way in the marketing world.
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