It’s been an interesting year for marketing, especially overseas. As usual we’ve seen huge shifts in the way brands look to reach an increasingly more sophisticated audience. Some of the best campaigns have come in the way of technological advances combined with clever strategies and creative tactics. In this post I take a look at some of the not so famous campaigns that pushed the boundaries in unique and creative ways, which we can all learn a thing or two from.
My top five for 2015:
1. Intermarché fresh orange juice.
One of the largest supermarket chains in France, Intermarché, paired with advertising agency Marcel to create a disruptive idea by truly living by one of the brand’s core tenants “The freshest orange juice ever made". They created a unique position by branding their bottles with the exact time the juice was made, demonstrating freshness rather than simply talking about it. The new packaging technology has given this French supermarket chain a freshness story its competition will be envious of.
2. Pepsi Max Friend Finder Drone 
Pepsi Max have masterfully solved a problem young music lovers know all too well – 1 in 3 people lose their friends ad music festivals. They created a video campaign targeted at their youth music audience with a Friend Finder Drone that would locate missing friends at music festivals. The drone itself may not have even been real. Real or not, with this video Pepsi have positioned themselves as a fun, edgy, and youth music focused lifestyle brand.
3. The Holographic Protest
In March 2015, the Spanish government passed a gag law, banning protests in public spaces and outside government buildings even in the face of overwhelmingly negative opinion polls. DDB Spain created a virtual protest by building a site that allowed participants to upload their photos and sign a petition against the widely critisised legislative changes. Thousands of people were now able to protest without actually being there. The protest reached a global audience of over 800 million people with over 400 million impressions in social media, and 330,000 people signing the online petition. This was one really successful protest and has paved the way for protests of the future.
4. 360° Videos
Facebook and YouTube have recently introduced 360° video’s which can be viewed across a variety of platforms. This new technology is giving another dimension to audiences looking for an extra level of engagement. It does this by recording on multiple cameras simultaneously and then editing each of the frames by warping them to create a ‘cocoon’, this in turn creates the 360° environment that puts you right in the scene that you’re watching.
Samsung, Nescafe, Walt Disney World and Star Wars are just a few who have quickly adopted the new technology and used it to promote their products in what is likely to become a marketing trend in 2016.
Although it’s still in its early stages, this new technology has tones of potential to give viewers an experience like never before. Putting them in actual environments and immersing them in new brand experiences.
5. Blackout - The Digital Detox App
The Kooples, a French clothing brand 'for couples', have designed a blackout app that turns off all notifications on your phone. This is designed to bring couples closer together and help us connect with our significant others in more meaningful ways. They wanted to create the smallest social network, one that exists between two people. With social media and other technologies constantly grasping for our attention, this app provides a refreshing break from the barrage of alerts that we receive, taking up our time and relationships. The Kooples, launched the app with an online video in their characteristically quirky style that’s oh-so French, and a little bit English.
Lauren Fried
MD
Pulse Marketing