14 Feb 3 brand campaigns you’ll wish you came up with
Some campaigns earn our attention because they’re clever, high-tech and elaborate. We bow down to their complexity and multi-million dollar budgets.
Other times, we celebrate simplicity: an idea that anyone else could have done but nobody else did.
IHOP’s “Pancizza” campaign is a classic case of the latter. Or maybe I should say batter…
This month, the American pancake house decided to confuse everyone by celebrating National Pizza Day. Seriously, there’s not even any pizza on the menu.
But IHOPs celebrations don’t involve your average pizzas you see – actually there’s not a single jalapeño involved. Shame.
Instead, the company used the dish it’s world-famous for to create the Pancizza – “a big pancake in a pizza box”.
Start drooling now.
It’s hard to imagine pining for dough, pepperoni and stuffed crusts when you’re staring at a pizza-sized buttermilk pancake drenched in syrup.
The mouth-watering creation is available in 3 flavours for a limited time and only in specific IHOP stores in LA, Chicago, Dallas and NYC.
Hungry people can visit pancizza.com to find out how to get hold of theirs. I’m afraid the rest of us will have to make do with regular sized pizzas and pancakes.
We really like this campaign’s unexpectedness, and therefore uniqueness. No other pancake house celebrated National Pizza Day, because why would they?!
But by doing so, IHOP probably managed to secure more interest and headlines than any actual pizza place did.
The initiative also lent itself perfectly to social media – a novelty dessert that looks insanely delicious and intriguing in photos has “Instagram hit” written all over it.
Rent the Runway
Rent the Runway is an online company that rents out uber-expensive designer clothing for a fraction of the cost of buying it.
Every time an item is returned, customers are asked to complete a survey providing info on their style and fit tastes.
In isolation, these surveys are interesting. But scale it up by the millions and the data becomes invaluable. Trends related to things like hem lines, sleeve length and regional demand have huge potential to shape (literally) the future of fashion.
Recognising this, Rent the Runway is capitalising on customer feedback by launching new data-driven collections in collaboration with big-name US designers.
The “Designer Collective” lines will feature 10-15 items, each priced at around the $350 mark.
Designers including Jason Wu, Derek Lam and Prabal Gurung have all signed up.
We can’t get enough of this. For so many reasons.
Firstly, Rent the Runway is not only going above and beyond to listen to its customers, but it’s actually responding too. So many brands are sitting on a treasure trove of data and letting it go to waste.
Also, this is a true win-win-win. Rent-the-runway gets to broaden its business model, the designers get access to a new customer segment, and the customers get to enjoy lower-priced, high-fashion inspired items tailored to their preferences.
The Super Bowl. It’s one of the biggest dates in the sporting calendar and watched by around 100 million people.
But as we all know, the Super Bowl isn’t just a huge stage for huge men in tight shorts.
It’s also when the world’s biggest brands compete – at a cost of millions of dollars per minute – to produce the ad everyone will be talking about.
The big game took place a couple of weeks ago on Feb 3 2019. And while the New England Patriots emerged victorious, they weren’t the only winners that night.
Verizon’s Super Bowl ad “The Team That Wouldn’t Be Here” was a total touchdown for the telecommunications giant.
The series of short films powerfully honour first responders by telling stories of 12 Super Bowl players’ lives they’ve saved.
Of course, Verizon’s has an important role in the ad and the stories too: the company helps facilitate 911 responses through phone and internet connections.
While primarily a TV ad, the short, high impact content also worked perfectly on social media. But the digital integration was more profound than posts – Verizon created a website for the campaign, allourthanks.com, which hosts additional content. It has also partnered with the Gary Sinise Foundation and pledged $1 for every social media mention of the campaign.
Credit to Verizon for this. Putting your money where your mouth is makes campaigns relating to important causes feel genuine and authentic to customers, meaning they are much more likely to get behind the message.
The ad also subtly addressed criticism hurled at Verizon over its work with firefighters during last year’s California wildfires. Data speeds were slowed by the company, which was rumoured to be related to its stance on net neutrality (something that has since been denied).