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Energy drink Red Bull
When the drink was introduced to the wider market, its main competitors were Coca-Cola and Pepsi. Everyone had the same concept: they toned and stimulated.
Then Dietrich Mateschitz took a risky step: he artificially increased the price by 2 times compared to competitors, reduced the volume of containers shaped like a battery, and began placing cans in stores not in the beverage departments, but in any others.
Taxi Mike
A striking example of incredibly simple and effective marketing is the promotion of the Canadian taxi Mike. Instead of publishing brochures about himself, Mike publishes real guides to cafes, bars and other establishments of the city. That is, to all those entertainment places that Mike will help you get to.
HBO television channel
HBO's marketing campaign for Game of Thrones Season 3 was thoughtful, consistent, and ambitious. The main theme of the new season was the large shadow of a dragon, which caught people's eyes over and over again. First on the covers of magazines, then on the pages of newspapers, it was even projected onto buildings, creating a sense of the reality of what was happening. Thus, it was simply impossible not to think about the dragon and not wait for the release of the new season.
Marlboro cigarettes
The whole point was that consumers pulled cigarettes out of soft packs without taking them out of their pockets, which means that others did not see the brand. Unacceptable disgrace!
Flip tops - that's what the current cigarette packs are called - had to be taken out, but new ones always attract attention.
Manufacturer of furniture and home goods IKEA
The curved paths along which you have to walk around the entire store were invented for a reason. Walking through them in this way, you see each product at least 3 times, and from different sides. Subconsciously, this increases your desire to buy the product, even if you didn’t need it in the first place.
Harley-Davidson motorcycles
The manufacturer of the most famous bikes in the world has held 1st place in the number of “branded” tattoos for decades. It all started with Harley announcing impressive discounts on bikes for those who come to buy a motorcycle with a tattoo of their logo.
Medicine Alka-Seltzer
Pampers diapers
Leading chemist-technologist at Procter & Gamble, Victor Mills, who helped his daughter care for her children, had to repeatedly pull out wet diapers from under his own grandchildren, wash and dry them. Of course, he didn’t like the process, and he wanted to somehow make his life easier. Then the idea of a disposable “diaper” came to mind. After several experiments with different materials Mills developed for P&G new product, which began to be produced under the Pampers trademark, which became a household name.
Snickers chocolate bar
First in Russia chocolate bars Snickers appeared in 1992 as a snack that replaced a full meal. Former Soviet consumer for a long time I couldn’t get used to the fact that I could have chocolate for lunch instead of soup, so I bought Snickers as a “sweet for tea.” After the BBDO Moscow agency took over the creative servicing of the brand, Snickers was already identified as a delicacy for teenagers, who for the most part love sweets and do not like soup.
Starbucks coffee shop
Not long ago, Seattle’s best, a coffee chain competing with Starbucks, appeared in the United States. She began to position herself as a “non-Starbucks”, doing everything the opposite: not the same coffee, not the same furniture, not the same music, not the same atmosphere, not the same service. The coffee shop attracted those customers who somehow didn’t like Starbucks.
And the Starbucks chain did an incredibly simple thing: it simply bought a competitor that was interfering with it. And this is a completely expected move. But after the purchase, Starbucks did not close the coffee shops. Rather, on the contrary, he began to make everything in it even more different from Starbucks, intensifying the competition between these two brands even more.
As a result, people who liked Starbucks would go to Starbucks and take money to its cash register. And those who didn’t like this coffee shop went to Seattle’s best - and also took money to the cash register... Starbucks. In this way, the company not only coped with the flow of part of its customer audience to a competitor, but also captured an additional audience of Starbucks haters, which it would never have received otherwise.
For the start of the world's largest festival of creativity, Cannes Lions 2016, we decided to recall the best marketing moves in the history of the industry. These are projects that were not only successful as advertising for a specific brand or socially significant issue, but also opened new horizons for the global communications market.
In today's world of blocked and skipped advertising, creating a marketing project that is on everyone's lips is incredibly difficult. All the more valuable are projects that were able to break through the “closedness” of the consumer and leave a mark on his heart and thoughts.
1. Overtaking the sound with the body
The 2012 Red Bull Stratos project can be considered a milestone in the marketing use of space technology. The energy drink brand organized a fantastic jump from the stratosphere to the ground, which ended up in the Guinness Book of Records and in all earthly media.
The hero of the project was the Austrian skydiver Felix Baumgartner. On October 14, 2012, it rose 39 kilometers into the stratosphere over Roswell, New Mexico. He was lifted into the sky balloon, filled with helium, from which the extreme sportsman made a free fall in a spacesuit to Earth.
During the jump, Baumgartner broke the sound barrier, becoming the first person to do so without an engine. (the speed reached 1357.6 km/h). The free fall (before the parachute opened) lasted just over 4 minutes. The media impact for Red Bull was amazing: suffice it to say that the live broadcast on Youtube was watched by more than 8 million people.
2. Girls from the calendar
Nowadays, charity erotic calendars are a common occurrence, but this was not always the case.
In 1999, a group of women from Rylstone Women's Institute in North Yorkshire posed for the calendar, hiding behind biscuits, flowers and crockery. This marked a new milestone for charity. The women hoped to raise a few hundred pounds for leukemia research, but the calendar became popular around the world. brought in revenue of 600 thousand pounds and even inspired Hollywood directors to create a film.
In 2009, six famous British women who started the trend for nude charity calendars again took part in candid photography to raise money for leukemia patients. The youngest of the “models” this time turned out to be as much as 57 years old.
3. Joker Branson
At the turn of the millennium, a grand Ferris wheel was supposed to open in London London Eye, sponsored by British Airways. But due to technical problems, the wheel still could not be lifted and secured. The most famous British entrepreneur, Richard Branson, decided to take advantage of the situation, advertise his airline under the Virgin brand and humiliate competitors.
Branson launched a blimp over the lying wheel with a huge sign reading “BA can’t lift it.” Considering that at that moment all the leading media were following the wheel raising, the PR move turned out to be more than successful! To this day, advertisers and marketers around the world are amazed at Branson’s resourcefulness.
4. Jesus and ecology
In 2006 a Greenpeace activists placed a banner with the slogan “The future of the planet is in your hands” on the arm of the 30-meter statue of the Savior, the symbol of Rio de Janeiro. Thus, the “greens” attracted the attention of the participants of the international summit on nature protection, which was then taking place in Brazil, to the problem of geneticmodified products. Not everyone was delighted with this action, but it was impossible not to notice.
5. Time for yourself
Earth Hour is an annual international event organized by the Worldwide Fund wildlife(WWF). Held on the last Saturday of March and encourages everyone - individuals, organizations, schools, municipalities, commercial establishments - turn off lights and other non-vital electrical appliances (except elevators) for one hour to stimulate interest in the problem of climate change and the energy unification of humanity.
This event was first organized by the World Wildlife Fund in Australia in collaboration with The Sydney Morning Herald in 2007, the following year it received worldwide support, and in 2009 it already became the largest mass action in the history of mankind - according to WWF estimates, it affected more than billion inhabitants of the planet. In Russia, Earth Hour has been held since 2009.
6. In a taxi for ice cream
On July 24, 2015, the taxi ordering service Uber held a large-scale campaign to deliver free ice cream to its users, which took place in 252 cities around the world. In Russia, residents of Moscow, St. Petersburg and Yekaterinburg could take part. Despite the fact that not everyone was able to enjoy ice cream from Uber (for example, Russian consumers reported problems), the campaign brought global recognition to the service and completely new status global company.
7. Toy Parade
Thanksgiving Day is one of the most beloved and important holidays in the United States, traditionally celebrated on the fourth Thursday of November. From this moment the festive season begins, which continues until Christmas and New Year. One of the main events of this holiday is the grand annual parade, organized by the Macy's department store chain since 1927. Its main attraction is huge inflatable toys (characters of cartoons, fairy tales and television shows), which are carried from Central Park to the entrance to the department store - opposite Herald Square.
8. Supersonic Pepsi
In 1996, the Pepsi brand carried out a large-scale rebranding to combat declining sales, changing its color to the familiar blue. The advertising campaign for the updated Pepsi has entered the textbooks: branded with Air France's supersonic airliner Concorde flew over the ocean and landed in London, where the drink was represented by suchcelebrities like Claudia Schiffer, Cindy Crawford and Andre Agassi. The main danger was that the temporary paint could simply spread across the fuselage, but, nevertheless, this did not happen and the presentation went off with a bang.
9. Prepared scandal
This famous shot of Hollywood sex symbol Marilyn Monroe standing with her dress billowing above a New York subway grate was not the result of a random subway train passing by, as many people think. During a promotional photo shoot for the 1955 comedy "The Seven Year Itch," enterprising filmmakers turned on a wind machine hidden under the street as photographers gathered near Monroe. This ensured the film’s wild popularity among the public.
10. World Burger
Is a truce in the brand war possible? Yes, but only as an advertisement.
Burger King executed this concept brilliantly in its marketing war with McDonald's, offering to collaborate on a McWhopper in honor of Peace Day. The competitor politely declined, but BK has already secured a massive PR win with an integrated advertising campaign - one of this year's favorites at Cannes.
Even the best marketers working for global giants can make mistakes. A selection of the most striking failures of world famous brands.
History knows not only the great successes of famous companies, which are usually discussed at trainings, described in educational literature or refer to them in practice. Failed marketing decisions are also known. Usually brands try not to remember this, but the Internet remembers everything. Knowing and remembering the costly mistakes of others can provide a useful case study for a retailer.
Hamburger "for adults" from McDonald's
The idea for the Arch Deluxe burger came from McDonald's in 1996. It consisted in creating a product only for gourmets, so it was necessary to exclude the association of a new type of burger with children. To emphasize this feature, in advertising videos for the product prepared by the chain, children refused the Arch Deluxe burger, which was too “complex” in terms of filling and taste. The project was criticized, and McDonald's itself was accused of losing contact with the consumer. The company's president, Jack Greenberg, also acknowledged this problem.
“It took us too long to develop the project and introduce the product to the market, and then it took us too long to decide whether we wanted to implement this project or not,” said the McDonald’s president. Jack Greenberg in an interview with the Financial Times later.
By some estimates, McDonald's spent over $300 million on research, production and marketing for Arch Deluxe.
Underwear from BIC
Since 1953, BIC, a disposable products company, has sold more than 100 billion ballpoint pens worldwide. It is also widely known for its lighters and razors. History is silent about what prompted its management to try their hand at the underwear segment, but the consumer did not accept the new products. It was difficult for the buyer to grasp the connection between ballpoint pen, lighter and panties. Launched in 1998, the campaign for the production of underwear was curtailed by the beginning of 1999.
New Coke
April 23, 1985 is considered the day of the “marketing failure of the century.” At that time, Coca-Cola sales in America had been declining for 15 years, so for the first time in 99 years the company took a decisive step - to change classic recipe your drink. No one expected the ensuing reaction from society. In the United States, the “Community of American Old Coca-Cola Lovers” appeared, whose ranks attracted more than 100,000 people, and protesters began to gather in front of the office of the drink manufacturer with posters saying “Our children will never know what the feeling of real freshness is.” Even the Chairman of the Cuban State Council, Fidel Castro, did not remain silent, calling the change in the Coca-Cola recipe “a sign of the decline of America.”
During the 79 days that New Coke was on sale, the company received so much ire from consumers that the company was forced to return to the original formula, and the situation itself became a household name for the entire industry.
“We wanted to change the carbonated beverage market in the United States - and we did it, although not in the way we planned,” said then-Chairman of the Coca Cola Company Roberto Goizueta.
Another example of this brand’s mistake is considered to be Coca-Cola Life with its green label. With the word “Life” in the background and the color green representing life, the red color of classic Coca-Cola takes on an ominous appearance. The new cola appeared in 2013 in Argentina; what the future holds for the product is still unknown.
"Gourmania" from Mars
In 2004, the American food company Mars decided to try its luck in the CIS market with the help of soup instant cooking"Gourmania". The investments in the specially built plant in Lukhovitsy alone amounted to more than $10 million. But it turned out that the Mivina era had already passed and in 2009 the company was finally folded. marketers' mistakes
Cocaine
They tried to launch an energy drink with that name in the United States. It was positioned as the most powerful means for vigor and recharging. To do this, the manufacturers not only took a catchy name, but also filled the drink with 3.5 times more caffeine than in classic Red Bull. In 2007, sales of Cocaine were stopped, and the product itself was withdrawn from retail chains. US government regulators did not appreciate this positioning. However, the drink can still be found in some online stores - the brand has gone underground. marketers' mistakes
Facebook Phone marketers' mistakes
Even before the first mobile device from Facebook in 2013, opinion polls showed that only 3% of respondents were waiting for a gadget from the largest social network in the world. Subsequently, due to catastrophically low demand, the operator AT&T, which sold the devices, had to reduce the price of HTC First, called Facebook Phone, from $99 to 99 cents. In 2016, the project was canceled. You can still find a review of it among other products on the e-catalog, but the gadget is no longer listed for sale.
However, similar failures have happened to others. famous companies, who wanted to take a place in the market of mobile manufacturers. For example, in 2014, Amazon's Fire Phone failed miserably.
How often do you buy more products than you actually need? You go to the store to buy bread, but come out with a bunch of food that will most likely go from your refrigerator to the trash. What excuses come to mind at this moment? Perhaps the store was having a sale, or you just wanted to grab a bite to eat? In fact, the fact that you are buying unnecessary products is thanks to marketers who know exactly how to increase sales. And today we will reveal their tricks to you so that you no longer throw money away.
1. Celebrities in advertising
“They eat it too!” That's what you think when you look at a banner that shows a smiling athlete or actor holding a hamburger, a bottle of Coca-Cola, or a bag of chips.
Subconsciously, we want to lead the same lifestyle, so we buy products whose advertising we like, even if we don’t need them.
2. Relaxing music
Have you noticed that classical music is often played in restaurants? Scientists have proven that this “helps” people spend 10% more than if they ate in silence. The music trick also works in supermarkets. You sing along to a familiar tune you hear in the store and fill your cart with unnecessary purchases.
3. False benefits
What immediately catches your eye when you walk into a store? Of course, these are attractive prices and discounts. But, as a rule, discounts do not give you any benefit.
For example, on one shelf you may notice a bright price tag and a “Discount” sign, and on the next shelf you may notice a product with a regular price tag (but the price for this product is higher or lower). However, upon calculation, it turns out that the second product is cheaper than the one that is discounted that day.
4. Healthy eating
Popularization healthy image life has also influenced food brands. Manufacturers understand that if consumers perceive food as organic, they will be more likely to purchase it.
Unfortunately, health claims made by products are often untrue. And labels like “Non-GMO” or “100% Organic” only increase the price of products, but not their benefits.
5. Products before your eyes
Marketers know that to make products more attractive, they need to be placed in a specific way. They use special software to record eye movements to determine the “hot spots” where people tend to focus their attention. It is in these places that the most expensive and attractive goods are placed.
6. Delicious smell
Data about smells goes directly to our brain, causing emotions associated with them. This trick is used to create a connection between your idea of the product and a special smell. American scientists claim that “warm” smells make people buy more goods, while “cold” smells prevent customers from spending extra money.
Many supermarkets heat up something tasty in the microwave (for example, fried chicken) and spread this smell everywhere.
7. Addictive Dietary Supplements
Everyone knows that sugar is addictive. But there are many other “mystery” substances that you could be addicted to without even knowing it. Here is a list of additives that cause addiction:
Monosodium glutamate. Scientific debate about the effects of this supplement on the human body has been going on for a very long time, but there is still no significant evidence of its harm. The additive is needed to enhance the taste of the product, and that is what makes us want more.
Sugar substitutes and sweeteners: aspartame, saccharin, neotame, sucralose, sugar alcohols, etc. They do not contain sugar, but are sweeteners. Research shows that such supplements stimulate your appetite and increase your desire to eat foods that contain carbohydrates.
High fructose corn syrup. It increases our cravings for fast food and leads to the formation of abdominal fat.
8. Resizing
Did you know that the standard serving of French fries has doubled in the last 40 years? Other manufacturers are also increasing portion sizes, and with them prices, while we may not even realize that we have started to eat more. Although sometimes the opposite happens: the weight of the products decreases, but the price remains the same. And this feature applies to all products: milk (900 ml instead of a liter), butter (180 g instead of 200), etc.
9. Foreign language
Studies conducted among bilinguals who know English language and Hindi, showed that the inscriptions on product packaging made in native language, reminded shoppers of friends and family while the captions on foreign language evoked emotions associated with the atmosphere of this country. It turns out that we often consider foreign goods to be more prestigious, thereby justifying their high cost.
10. Open kitchen of the culinary department in a supermarket
Marketing people love sales tricks like this! Customers believe that the store has nothing to hide, and subconsciously begin to trust it more.
11. Reduced prices
Psychologists say that we are more willing to buy goods whose prices have decreased. However, stores most often offer discounts on products that are about to expire.
Stores are also trying to attract customers' attention to the reduced price. Thus, they say that their prices are more attractive than those of their competitors. However, on the same shelves there are also more expensive goods that you will definitely buy. As a result, the store wins.
The trick of lowering the wholesale price compared to the retail price also works well, although not every client may notice it.
12. “Geography” of the store
You may think that the items in the store are placed randomly, but this is an illusion. The most popular products are usually placed in the middle, not at the entrance. And while you are going there, along the way you fill your basket with products that you never thought of buying before.
In addition, marketers take advantage of the fact that most customers are right-handed. This is why the so-called “impulse” positions are located on the right. We grab these goods along the way without even thinking about it.
13. Products in the picture
Usually, very attractive images are placed on product packaging. This is the work of stylists who make food look more beautiful in photos so that you immediately want to buy it. And this trick usually works. We often don't notice the small print on the packaging that states that the picture is just an example of serving.
14. Making the product more attractive
Psychologists have noticed that the drops of water shown in the photo make us want to refresh ourselves. In addition, product ingredients written in larger fonts seem healthier and more trustworthy, so people tend to buy such products again and again.
15. Positive emotions
Modern marketing specialists sell us not products, but a mood and a way of life. They show wonderful baked goods and create a festive atmosphere. They also create the feeling of a safe place: a lit space, delicious smells, friendly vendors and colorful wrappers.
20.12.2016 09:00
December is not only corporate parties, gifts and treats, but also a time to sum up the results of the year. We asked the chief marketers of banks and companies what they remembered most.
Mikhail Zurov,
Director of the Strategic Marketing Department at Otkritie Bank
Which promotion channels performed well in 2016?
From the point of view of sales promotion, federal campaigns have traditionally been effective - on TV and on the Internet using performance marketing. Worked well for the image outdoor advertising, especially in Moscow, as well as placement in the press.
Name your team's most striking marketing project.
Federal image campaign involving guest hockey star Alexander Ovechkin. I would like to note the integrated nature of the campaign - it was not just a one-time “reset” of the TV budget. The Ovechkin theme is widely used in the bank throughout the year in BTL (indirect advertising) and regional activities.
Will the strategy change in 2017?
It's hard to say now. We closely monitor changes in the market and macroeconomics and promptly take them into account in our work.
What business event was the most useful for you?
You can find something valuable in each, the main thing is to listen carefully.
Do you remember the marketing moves of other companies?
From positive impressions - a promotion with stickies from the Dixie store. Negative - advertising campaign residential complex"Zilart".
Where do marketers most often find new knowledge?
No one will ever give you ready-made recipes. It is important to have an established channel of communication with the consumer - both current and potential. At the bank, we actively use tools such as online forums, which are accessible by marketing, product, risk, and IT departments. Discussion of various topics, not necessarily related to the bank’s services, allows us to obtain high-quality insights about our consumers and use them in developing products, building communications, and improving customer service. Traditionally, conferences organized by international payment systems are also useful. The opportunity to get acquainted with the best world practices is always important.
