14 Feb 3 brand campaigns you’ll wish you came up with
Public transport can be cripplingly expensive. New limited-edition sneakers don’t exactly come cheap either.
But if you happen to be in the market for both, the new EQT Support 93/Berlin shoe from Adidas will be right up your street.
The sneakers, which will set you back €180, come complete with an annual BVG (Berlin’s transport company) ticket sewn into the tongue (RRP €728).
Anyone wearing (both) shoes can simply board BVG trains, buses or trams for free, for an entire year.
The only drawback is that when Adidas said ‘limited edition’ it really wasn’t an exaggeration – only 500 pairs were released and stocked at just two shoe stores in Berlin. Even before launch day, the queue count at one of these stores was already at 550.
So your chances of getting hold of a pair are… non existent.
You’ll see above that the collaboration goes further than the fabric ticket in terms of the sneakers’ styling. BVG’s new camouflage branding is weaved into both the design and packaging.
And while a transport company might not spring to mind as a natural partnership opportunity for a leading sports brand, there’s a lot of sense behind this campaign.
BVG is on a mission to update its brand identity – and at nearly 90 years old it’s hardly a surprise. It also wants to encourage people to jump on the train instead of in their cars, to reduce pollution and congestion in Berlin. The company also wants to show youngsters that public transport is cool.
It won’t do Adidas any harm at all to be associated with these goals so it’s a win for all involved, including the customer.
There’s a fine line between being hungry and hangry, and Burger King pushed people over that line last month, deciding Net Neutrality was a cause worth the wrath.
To put you in the picture: Net Neutrality regulations are big news in the US right now. The Federal Communications Commission (FCC) recently voted to repeal the regulations, which were put in place two years ago to protect internet equality.
This means that US internet service providers (ISPs) are technically free to manipulate people’s access to the internet however they want, so long as they publicly declare it.
As crazy as it sounds, this could see an ISP, e.g. Comcast, literally limit access to certain content, increase access to other content (e.g. from companies belonging to them) and slow down connection speeds to create a need for paid ‘fast lanes’.
People don’t like the sound of that. And nearly 2.5 million have already signed this petition to save Net Neutrality .
But there’s a problem threatening the campaign’s ability to really pick up pace. The vast majority of people still don’t understand what the f Net Neutrality actually is.
Luckily, help is on hand from possibly the least likely of sources – Burger King.
On a mission to put things right and make people aware of what life in a Net Neutrality-less world could look like, the fast food giant created an in-store scandal by delaying the delivery of Whoppers – telling customers they had a ‘slow access Whopper pass’ and would have to wait for their food unless a $26 fee was paid for ‘hyperfast mbps (making burgers per second)’.
Cleverly mirroring people’s concerns over the Net Neutrality regulation repeal, employees let customers know that they could get a chicken sandwich or chicken fries right away… because Burger King makes more money from those.
The analogy is kind of unusual but really worked. People quickly became irate at the injustice of not having quick access to all menu items without paying extra – presumably exactly how they will feel if the same happens to their internet content.
Have a watch:
It’s great to see a company taking a strong stance on an important issue, especially one largely unrelated to the business.
And while doing so can cause controversy, it’s unlikely that many people would strongly disagree with Net Neutrality as a principle, so this is a fairly low risk, high reward (brand equity) campaign for Burger King.
Great. Now I want a Whopper.
After visiting L’Occitane’s new flagship store in London’s Regent Street, expect your shopping standards to shoot through the roof. The new premises – the brand’s first UK flagship – has definitely set a high bar for other retailers to live up to.
You can make the most of in-store engraving and luxury gift wrapping; treat yourself to a luxurious spa treatment; or refresh with a coffee and (designer) Macaron. And if you’ve got any money left after all of that, you can of course also choose from an endless array of beauty products.
But what’s a 6,450 sq ft flagship with no footfall?
To boost awareness and make sure its latest real estate addition is always as busy as can be, L’Occitane recently ran a couple of really cool campaigns.
First up was a taxi takeover, for which a fleet of London’s iconic black cabs received a branded makeover. Anyone who spotted one on the road could share a snapshot on Instagram for the chance to win one of 10 £250 gift hampers.
For the second stunt, a yellow-jacketed L’Occitane team hit the streets of London over 3 days, armed with special keys to give out to passers by. Those lucky enough to get their hands on one could head to store and see if their key unlocked a treasure chest of beauty treats.
Campaigns related to new store openings are often fairly small-scale, and understandably so – the main reason being that only a small proportion of customers will live nearby. But a major flagship launch will often be of interest of to loads more people, and a well-executed awareness drive can be a great way to send the shopper count soaring.