Over the last year or so, I have seen more and more brands from different industries actively experimenting with new ways to move beyond selling their products and providing their consumers with “convenience services” that eventually drive repeat usage / purchase of the product.
In this latest example, WestJet wanted to give their business travelers the ability to pursue opportunities, without losing connection with their loved ones at home. So, they created WestJet Flight Light, a nightlight that used live flight data to project a WestJet flight path onto a child’s bedroom ceiling. This simple device made the countdown of the hours and minutes to the parents return even more fun and interactive for the children waiting at home.
The prototype of the Flight Light is going to be in beta-testing throughout this summer. To stay updated visit the Flight Light homepage for more information.
To promote the Quebec City Magic Festival, agency lg2 created a poster that featured a magicians hat. The message on it was however hidden from the naked eye with the help of an invisilble ink. Curious passersby who took pictures of the poster using their cell phone (flash on) unlocked the message. A lucky few even got a free ticket for the festival’s closing show.
Ikea over the years has made a name for itself as a trustworthy and affordable source of stylish home decor. In Russia to promote their new PS 2014 collection they teamed up with Moscow-based agency Instinct to produce a campaign that approached Instagram in an entirely new way.
The Ikea_ps_2014 Instagram account served as their campaign website, with each post representing a product category like Benches or Tables. On tapping the individual category pictures, hidden tags were revealed that offered a “link” to each product within that category. Every one of the 34 items in the collection also received their own Instagram accounts e.g. ps_laptop_station and ps_side_table.
The Instagram app was certainly never meant to be an Ikea catalog website, but this innovative use has its roots in previous brand campaigns. Early this year Mazda and JWT Canada turned the car-maker’s Instagram feed into an interactive road trip, replacing car specs with images and videos that followed the vehicle on an epic adventure. Over the course of four months, the campaign “Long Drive Home” helped grow Mazda Canada’s Instagram following by more than 300%.
Similarly, the Toronto Silent Film Festival turned their feed tsff2014 on its side, creating an interactive timeline complete with factoids and video clips to celebrate Charlie Chaplin’s 100 years on film.
Start with the smile of your audience, and then work back from there. That is the key to most of the successful marketing campaigns. Coca-Cola has done a great job with their various happiness campaigns, followed by WestJet’s christmas campaign where they surprised their passengers with gifts.
Now TD Canada Trust for their “TD Thanks You” campaign converted select ATM machines in their Toronto, Montreal, Calgary and Vancouver branches into special Automated Thanking Machines. Then 20 hand picked customers were requested to test out these new ATMs. To their surprise the ATM knew their names, talked back to them and eventually even gave them ultra cool gifts. The reactions were captured on video, which in the last 8 days has already got 4.9 million YouTube views.
In a winter of ice storms and a polar vortex, moments of warmth are few and far between. So to change that, Duracell Quantum batteries in Canada retrofitted bus shelters with heaters. But the only way to get the heaters to work were through a human connection i.e. people joining their hands…