Saturday, March 1, 2014

Mango Heist - Nandos Admits PR Campaign

With the help of a small country town that would benefit from millions of dollars worth of free advertising, Nando's undertook a raid on one of Australia's greatest landmarks - the Giant Mango from Bowen. Under the cover of darkness, the Mango was taken, leaving the media the next day speculating how such a large monument could be "stolen" overnight. The news traveled to places that wouldn't even know where to put Sydney on the map of Australia and the other day, Nando's owned up to the PR stunt to launch their Mango and Lime sauce for their peri-peri chicken.

Nandos specialises in guerilla advertising with campaigns aimed at the national consciousness whether Australia is talking about a corrupt politician or a drug smuggler. Everything can become advertising nirvana for Nandos.

Great strategy Nandos.

Monday, February 4, 2013

How To Advertise On Superbowl for Cheap

There is the Chinese saying that where there is a crisis, there is opportunity. And when the lights went out at the Superbowl, some were ready. Ryan Northover put up a great post about how companies took to Twitter to hijack the Superbowl when the power outage became a #Superbowl gamechanger on Twitter. Companies started bidding for sponsored tweets to associate with the search words "power outage". Here are some of the examples cited on Ryan's blog.

Sunday, November 18, 2012

Smart Campaign Shows Dumb Ways to Die

Whenever some great advertising campaign comes along, I spend quite a bit of time thinking about it and wondering what made it so good. So there is this song in my head for the last 30 hours which came out of a little animation on youtube. It was shared by at least five people on my facebook so I had to have a look.

Turns out that this video is actually a community safety message put out by Metro Trains in Melbourne. Makes sense because the first time I saw the video, I didn't realise it was an ad and was  thinking about how good it would be if it were part of an advertising campaign.

Was even better surprise to read a guest post on Mumbrella from one of the creators of this ad who helped to explain how the ad came to be.

"The music itself was obviously vital. We were adamant that this couldn’t be an advertising piece of music – we wanted this to exist as a song in its own right. Fair to say the composer nailed it.
The rest of the time was spent making the video as funny and likeable as possible. Not just that, but to load it with so many moments, you finish watching it and want to watch it again.
Anyone who’s ever made a commercial knows that there always comes a point when you’ve seen/heard it so many times during production that it drives you insane. But with Dumb Ways to Die, that moment never came. We’d all seen and heard it a hundred times, yet whenever it aired in the agency, people still stopped to look."

Check out the rest of the article here.

Monday, September 24, 2012

Hungry Jack's Implements Shake and Win App for Freebies

This is probably the cleverest promotion I've seen from a fast food company in years!

Hungry Jack's has come out with an iPhone App which gives away free food items every day to potential customers within 1km of any Hungry Jack's store. Once you are in range, activate the app and shake your phone to find out what the closest store is offering you. Let's say you win a Whopper, the timer will start counting down from 20 minutes during which you are able to claim your giveaway.

This is a clever app because it is not just giving away free food items.
  1. Hungry Jacks is making people more consciously aware of their stores nearby. The more you have HJs in your head, the more likely you are going to stop by. 
  2. By offering a giveaway with a time limit attached to it, they are turning their foot traffic, or rather, road traffic, into more potential sales. The countdown introduces a fear-of-loss aspect to the giveaway, leading to more spur of the moment purchases than they would have achieved.
  3. The app also promotes the fun side of Hungry Jacks, requiring customers to shake their phone to get their deal. Potentially, this can make people more likely to talk about the offer to friends that are nearby. If you have a school near HJs you can imagine kids shaking their iphones at 3:30pm seeing whether they should drop by HJs with their friends
  4. Having the app only available on iPhone means that there will be another flurry of interest when it finally gets developed and released for Android users. 
So what do you think of Hungry Jack's app strategy?

EDIT: If you have a Samsung Galaxy II or III, Galaxy Nexus or other Android phone, the Hungry Jacks shake and win app is now available for download as well! Check it out here.

6/10/12 - It seems that this promotion is over. Quite a few stores that we tried recently all said "Sorry all prized have been claimed at this location for the current time".