Oatly’s Bold Move: A Global Billboard Blitz for…an Email List?
In early 2023, Oatly launched a bold campaign: a global email marketing push dubbed “Spam.” This wasn’t your average marketing blitz. Instead of showcasing products, Oatly blanketed iconic locations like Times Square, Euston Station, and Berlin’s S-Bahn/U-Bahn with billboards urging people to sign up for their newsletter. With 4,500 placements across 7 countries, this was a massive undertaking. In the monthly emails they send, Oatly makes inside jokes about personalisation and other email marketing quips, showing their authenticity.
UberEats: A Daily Dose of Ramadan Magic
Ramadan, a time of reflection and community for millions of Muslims, presented a unique opportunity for Uber Eats. Recognising the significance of Iftar, the evening meal when Muslims break their fast, they aimed to deliver on their “get anything effortlessly” proposition in a truly meaningful way. With over 3.8 million UK Muslims observing Ramadan, the potential impact was significant.
Each day, the posters dynamically updated to display the local sunset time, signifying the start of Iftar, the evening meal when Muslims break their fast. This hyper-local approach ensured the campaign resonates with communities across the region and demonstrates how technology can be used to create a truly personalised and meaningful customer experience.
Specsavers: Hitting the Mark (and a Bollard!) with Viral Campaign
Remember those Specsavers campaign images that were all over social media recently? You know, the ones with their van hilariously stuck on a bollard? That wasn’t an accident, guys! It was a brilliant, subtle nod to their iconic tagline “Should’ve gone to Specsavers,” highlighting those everyday moments where a trip to the optician might be in order.
This clever stunt was part of their wider “Should’ve” campaign, spanning TV, radio, print, and digital channels. While the bollard incident only graced the streets of Edinburgh and Liverpool for a fleeting 48 hours, its impact was far-reaching.
The campaign went viral, dominating news outlets and even landing a coveted spot on ITV’s “This Morning” (with its daily audience of 800,000!). With over 20 online articles featuring the stunt, Specsavers proved that a bit of creative ingenuity can go a long way.
Currys Flipping the Script: From Tech Store to TikTok Trendsetter
High street tech store Currys is proving that even the most established brands can get a taste of Gen Z cool. The electronics retailer has ditched the stuffy image and embraced the power of TikTok, generating millions of views with its witty and relatable content.
Their “Gen Z writes our marketing script” video, which has amassed over 2.5 million views, became a viral sensation, inspiring other brands to jump on the bandwagon. And their latest hit, a “millennial slang” guide to Black Friday deals, has already racked up impressive numbers.
Currys’ TikTok journey began two years ago with a viral pancake-making video that garnered a whopping 10 million views. Social media manager Ryan Todd revealed to Marketing Week their goal to “throw the brand into the 21st century” and connect with the tech-savvy Gen Z and millennial audience. It seems like Currys is successfully bridging the gap between old-school electronics and the new wave of social media, one entertaining video at a time.
Tinder: Swiping Right on Authenticity
Tinder’s 2024 global campaign, “It Starts with a Swipe,” is a refreshing blend of humour and heartfelt storytelling. Inspired by today’s daters, the campaign moves beyond the traditional dating app tropes.
Through a series of engaging mini-stories, Tinder showcases the diverse spectrum of human connection – from casual encounters to meaningful relationships. Featuring authentic characters and embracing diverse genders, orientations, and cultures, the campaign resonates with a modern audience.
What can we learn from these marketing masterminds?
In a world of constant noise, these brands prove that marketing excellence isn’t about shouting the loudest. It’s about finding unique ways to connect with people on an emotional level and building genuine relationships. These 5 brands serve as a powerful reminder that impactful marketing is an art and a science, and the best campaigns are those that are both creative and strategic. These successful campaigns offer valuable lessons for businesses of all sizes. Creative Jam can help you can elevate your brand and achieve remarkable results.