BEING RELEVANT IN A BUSY MARKET |
3
Hunter’s Topical Ad
A witty and tactical ad done by the
Hunter’s dry creative team –
answering to the topical Khuli
Chana incident. It want viral and
was picked up on Twitter and
Facebook being passed around to
friends…
In my personal experience – being
topical, relevant or tactical in
communications is of no use –
unless it’s leveraged and adds value
in some way. If it’s just the copy and
visual ‘smart ass’ communication –
it’s nothing but some clever piece of
communication that’s easily
forgotten by those not in the
communication industry. Put your
money where your mouth is… in the
Klipdrift Topical Ad
next piece I would have taken it one
Klipdrift’s tactical and topical ad that
step further and had Nandos
appeared in 2011 when the
delivered to Joost every night for
Blackberry brand was in its Titanic
the next month.
grand finale – dropping everyone
off their server.
Making hay out of another man’s
demise and is always tricky as it
inevitably leaves a bad taste in the
customer’s mouth… would be
interesting to do the research and
see just how many Klipdrift
consumers had Blackberry’s at the
time…. I’m thinking allot… I’m
thinking it was their 1st choice of
device. Be careful out there!
SPCA Topical Pole Posters
How clever is the team that
developed these posters? At the
time I thought they were bright and
really taking advantage of a high
media event.
I can ’t say what they did to
physically activate their campaign,
but what I would have done is
somehow featured write ups about
the featured models and their ‘pets'.
Or a talk show featuring the ‘models
and their chosen ‘adoptee’.
Being topical and doing something
that adds value is wonderful –
you’re stretching creatively and
adding value to your customer’s
lives and you will be remembered,
appreciated and supported because
of it. See next example for an idea
of just how far a good idea and
goodwill can go…
It is estimated that 10 shack fires
break out every day in our
country, causing over 200
people to lose their lives each
year. In a bid to help, every year
Engen distributes free paraffin
safety calendars to the over 10%
of South Africans who live in
informal settlements, educating
the public about paraffin dos
and don’ts. This year – the
calendar is a fire dousing blanket
hanks to the creative geniuses
on the brand.