Here are some great marketing examples that I can immediately recall. They are a lot more, but these are, in my opinion, the most interesting. They argue that it is necessary to go beyond, to use something that others do not. If you live some idea – it will come to life!
Red Bull. Progress of the reverse.
When Red Bull entered the market, energy and soft drinks niche was already occupied by Pepsi, Coca-Cola, Labatt, and Molson. Although these drinks were not clean energy, but the advertising used to send their tonic effect, improving the state of health, etc. Marketer Mateshnits Dietrich realized that stand on a par with the veterans using standard tactics of promotion and advertising similar, will not work. Then he offered the following: reduce the amount of cans, to bring them to mind “battery” (an allusion to a charge), and – most non-trivial solution – to increase the price by half. Thus, the advertising campaign for the Red Bull was not expensive. To place the “battery” in stores, it was decided in non-standard locations.
The only expensive proposal Mateshnitsa began free distribution boxes of Red Bull in the student body. By the way, too, is still practiced by a company that likes to sponsor various youth activities. The fact that the students preferred to mix Energy alcohol, getting a cocktail Vodka Red Bull, marketers modestly silent.
The result of this marketing idea was a completely independent positioning of the energy drink, creating its own niche different from other beverages. How successful it was, you can judge by the number of racks with power in our stores.
IKEA. Size matters.
IKEA Swedish company began promoting in the US huge market and built shopping centers, delivered products … and everything. People go, look, but do not buy. Marketers were in a panic as the sweat, until one of them noticed that the furniture from other manufacturers in the US are much larger in size. It turns out that Americans are much bigger houses Swedish houses and apartments. Since then, the US IKEA furniture is made in other measures.
Camel. Camels in the city.
The first truly provocative advertising, which is now referred to as the teaser, owned by Camel. What could still surprise the smoking America tobacco company? It would seem that the new cigarettes can not be powerful enough to advance, but … Once there were unusual ad in cities in the US, which read “Camels.” After some time, they were replaced by no less intriguing ad “Camels are.” And the day before the appearance of the cigarette market ads changed again completely inflated human curiosity.
They now read: “Tomorrow in the city of camels will be greater than in Africa and Asia together!”. And on the day of Camel cigarette sales began last announcement lifted the tension and confusion, “” Camel “cigarettes in the city!”. The Americans laughed at this final intrigue and did not hesitate to try a new cigarette.
Get A Mac—Perceptive Marketing Based on Ignorance
Apple nailed it with their successful four-year television campaign, Get A Mac, which showcased a Mac vs. PC theme. The indirect brilliance of this campaign is that it took advantage of people’s perceptions and ignorance at the same time while shielding Apple from litigation liabilities. Because of public perception the average person viewing Apple’s Mac vs. PC advertisements subconsciously interpreted the marketing campaign into Mac vs. Windows.
Apple never attacked Microsoft or Windows by name directly, they only allowed consumers to perceive that thought because most people don’t realize Apple computers are PC’s too—at the risk of being politically correct, PC stands for “personal computer,” not Windows operating software. In fact, even Wikipedia today has it wrong on their website as indicated in the screen capture below.
According to Adweek in 2010, “Get a Mac” was the “best advertising campaign of the first decade of the new century.” Apparently Microsoft thought so too, so they launched a $300 million advertising campaign with the tagline “I’m a PC and Windows 7 was my idea,” which received criticism alleging “that the four still images of the campaign posted at the site contained digital fingerprints from Adobe Photoshop being run on Apple computers.”
Originally discovered by a photographer on Flickr after downloading the images and viewing the metadata, Computerworld verified the findings “that the file properties of the images found at the Microsoft press site…[contained an] embedded string Adobe Photoshop CS3 Macintosh.” It didn’t help Microsoft when InformationWeek reported in their blog, “that Microsoft responded overnight by digitally scrubbing the metadata from the images.”
Got Milk?—Marketing Turned Commodity Brand
The most famous and longest running marketing campaign started in 1993 for the California Milk Processor Board is now a commodity brand, licensed to all milk processors and dairy farmers nationwide—Got Milk?
What made Got Milk? so successful was that it was so simple, just two words including the product, milk, plus it asked the consumer a question while breaking the rules of grammar. Basically it’s an effect CTA, or call to action like Nike’s “Just Do It” tag line and in marketing 101, a CTA is a “final instruction” to the targeted audience.
Use of the Got Milk? in actual marketing also illustrated to the consumer the benefits of drinking milk, sometimes in sexy and funny ways too, but most importantly, in a personal way. The targeting continued even further as the marketing team insured the billboard part of the campaign was placed on billboards near grocery stores.
Like A Rock—A Counter Marketing Strategy
Great marketing includes counter-marketing strategy, which is what Chevrolet did to Ford trucks with their “Like A Rock” 12-year marketing campaign. Chevrolet’s marketing campaign gave the consumer the impression that Chevy trucks are built tough, solid like a rock, a play on Ford’s advertising campaign, “Built Ford Tough.”
The success of this marketing campaign made it physical, not just for the truck, but through perception it gave the Chevy truck owners their own personal feeling of tough, strong, durable, and self-reliant.