RT - Brand Emotions
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'Whopper Freakout' Wins Grand Effie

'Whopper Freakout' Wins Grand Effie | RT - Brand Emotions | Scoop.it
burger king and crispin porter & bogusky won the grand effie, the top award for marketing effectiveness, for the "whopper freakout" campaign.
Rebecca Taylor's insight:

What an incredibly bold move from Burger King and their marketing team. To take the risk of discontinuing the classic "Whopper" burger in a small town and just watching the sparks fly and the rage ensue. This was a campaign that relied on the truth "absence makes the heart grow fonder" and that the consumer would realise how much they wanted the Whopper, once it was taken away. The campaign in itself was thoroughly integrated and had a massive digital presence which resulted in thousands of dollars of earned media. An impressive stunt to pull off, and clearly very successful also. 

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Emily Gavigan's comment, September 26, 2013 5:51 PM
As you mention Rebecca, a very bold but successful move where often consumers don’t realize just how much they love a product until they believe it is no longer there. The havoc caused from this stunt created so much interest in the media that those who weren’t initially a “whopper” burger lover would have been lured in to see what all the fuss was about and clearly this is shown through the massive increase in sales. A very effective and well integrated marketing campaign.
Danielle Mcnae's comment, September 26, 2013 9:19 PM
I love this article! I think is such a great risky move that has defiantly paid off. I agree with the point made that consumers dont know what they love until its gone. A great example of this is when they recently brought back georgie pie in New Zealand. Consumers went crazy over the pies once they were introduced back into the market, which saw Mc Donalds profits rise. This too was a very clever move.
Danielle Mcnae's comment, September 26, 2013 9:19 PM
I love this article! I think is such a great risky move that has defiantly paid off. I agree with the point made that consumers dont know what they love until its gone. A great example of this is when they recently brought back georgie pie in New Zealand. Consumers went crazy over the pies once they were introduced back into the market, which saw Mc Donalds profits rise. This too was a very clever move.
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What your brand colours say about your business :: Idealog :: the magazine and website of New Zealand creative business, ideas and innovation

Idealog is the magazine and website of New Zealand creative business, ideas and innovation
Rebecca Taylor's insight:

Colours evoke emotion. 

It's as simple as that. 

 

Since every brand wants the consumer to FEEL a certain way about their brand, they must therefore choose the colours that represent them wisely. 

 

This article is interesting as it includes research in to what individual colours make us think of. It seems relevant that the most common colour for world-wide brands is blue, as it invokes calm and peace, reminding one of the sky and the sea. 

 

I also think this relates to the consistency of a brand and how the colour shouldn't be picked for its aesthetic appeal but because it encompasses what the brand is all about and should therefore be used throughout the business; their website, their prospectus, their retail stores etc. 

 

Also interesting to note that only 5% use more than two colours! Keeping it simple is clearly the way to go. 

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Farah Ahmad's comment, August 22, 2013 12:35 AM
The the colour you choose for the branding of your company is really important and for it to be effective it always comes back to integration and ensuring that its incorporated throughout the company as well as all aspects of marketing. It's not surprising blue is one of the most commonly used colours. I think a good example for branding using blue would be Facebook! According to the article blue promotes trustworthy, secure and responsible which Facebook also tries to show to its users.
Danielle Mcnae's comment, August 22, 2013 6:20 AM
I agree with you Rebecca. When you purchase a product you are drawn in to feel the emotions that they want you to feel- which they portray through the use of visual aids such as colour. From a marketing perspective a company needs to choose their colours carefully, so the co-inside with their brands synergy e.g. pak n saves colour yellow screams out SALE whereas if they had chosen the colour blue such as countdown it would have shown customers that they are not the cheapest supermarket in the market.
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Aucklanders, do you #loveyourcity? :: Idealog :: the magazine and website of New Zealand creative business, ideas and innovation

Aucklanders, do you #loveyourcity? :: Idealog :: the magazine and website of New Zealand creative business, ideas and innovation | RT - Brand Emotions | Scoop.it
Idealog is the magazine and website of New Zealand creative business, ideas and innovation
Rebecca Taylor's insight:

I think this is a very clever marketing strategy as it clearly targets what the consumers want. They want to brag. They want to take fancy photos, chuck on a fancy filter and post it up for all their friends to see. And BLC is  making the most of this by inventing this user generated campaign which will finish with a photo exhibition showing the best photos. 

 

A very creative and effective idea for a company that aren't actually SELLING something. It's about an experience, about the emotions that the consumer feels when they think about the brand. 

 

 

 

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Alana Meikle's comment, August 22, 2013 6:20 AM
I agree, it is a great marketing strategy. It is allowing the people of Auckland to show off how they see their city. It is getting the people involved and shows that their input is appreciated and wanted for the campaign.
Danielle Mcnae's comment, August 22, 2013 6:23 AM
I agree I think this is a cleaver idea, and will target the younger consumer. Everyone is all about sharing their experience on Facebook and Instagram so others can see. By coming up with this idea is the perfect way to take advantage of something that is immensely popular, and i believe it will be very successful.
Emily Gavigan's comment, August 22, 2013 7:18 AM
There are number of reasons this campaign was so successful from the get go. Firstly, Big little City are not ‘selling’ anything, as you mentioned Rebecca. This is generally an initial hurdle for marketers. Secondly rather than creating an unfamiliar space for consumers to go, they came up with an idea that meant individuals could continue to do what they already love to do - take photos and #tag. The emotional benefit the consumers receive from engaging with this campaign is that they are promoting the place in which they live and the things that they love to do there. Furthermore for those who were heavily engaged with the campaign, their great photography could win them a place in the final art exhibition or be printed in the paper. Creating a deeper emotional experience.