In order to stand out in today’s media landscape, brands must design ad campaigns with messages that challenge conventional thinking and create lasting impressions. Garter group makes a case for integrated campaigns that drive users to action. “By 2013, lead management campaigns integrating 4 of more digital channels will outperform single – or dual-channel campaigns by 300%.” (According to gartner.com)
Companies in every type of industry are continuing to develop and execute disruptive marketing techniques that distinguish their brand. From standout billboards to integrated social media campaigns, our colleagues in the advertising industry have created some truly unique campaigns that have disrupted their markets. Here are a few of our favorites:
KitKat, the candy bar that gave us the memorable jingle, “Gimme a Break” has delivered a number of notable marketing campaigns. From the company website to inventive public displays, KitKat frequently introduces new marketing techniques that sets their brand apart from the competition.
For example, KitKat recently partnered with Oreo in a cross-promotional social media campaign. While this social tactic was strategic on a number of levels, the expanded audience reach was arguably the most beneficial. By partnering with Oreo, a like-minded brand, KitKat was poised to tap into another brand’s customers and reach a whole new audience.
When you think of billboards, what image comes to mind? Most likely, you think of a blown-up image that you see driving down the highway or a life-size poster located on the side of a building. And yes, while these are the standard images, IBM, a century old company, took their recent billboard campaign to a new level by rethinking – “What is a billboard?”
In this ad campaign, IBM successfully implemented their slogan, “Smart Ideas for Smarter Cities,” by transforming the standard billboard into a dynamic, useful, interactive, and yes, smarter billboard. With this campaign, IBM demonstrated their forward-thinking mindset and created picture-worthy customer engagement.
Last April, JetBlue took the typical jokesters holiday, April Fools as an opportunity to put a playful spin on the holiday by rewarding customers named “April.” Instead of playing a joke on their customers, JetBlue announced as part of their “April’s No Fool” promotion that anyone named April would receive a free flight on April 1st. While this made us jealous that none of our names are April (who wouldn’t love a free flight?), it was a simple and effective way for JetBlue to demonstrate customer appreciation.
Dove’s Real Beauty ad campaign is a classic example of a well-done ad campaign that truly disrupted a market. For this campaign, Dove dug deep into the mind of their customers and conducted extensive audience research that found that only 2% of woman described themselves as beautiful. Dove used this research as inspiration to develop the now nearly decade long Real Beauty campaign, which has developed into a highly recognized campaign that promotes confidence among all women.
In the US sales for the products featured in the ads increased 600 percent in the first two months of the campaign. The Campaign for Real Beauty has exceeded company expectations; global sales surpassed the $1 billion mark in 2004.
For these brands, disruptive marketing garnered attention and often led to increased sales for their product. While traditional marketing tactics remain an integral part of any campaign, brands that have questioned the traditional means have positioned their brand in a way that enables them to stand apart. Since today’s consumers are prone to ad-fatigue, brands must challenge the status quo, innovate, ask questions, and be willing to explore new opportunities. If they do, the opportunities for disruption are endless.