Why will these 3 marketing campaigns change the world?
Just recently, you may have seen an article circulated on BoredPanda.com of some of the most powerful socio-economic campaigns in the world today. The list documented some of the best, most hard hitting, controversial but effective ongoing campaigns this year, and resulted in the list going viral. And what do these campaigns have in common? They all made a difference in a big way – using ingenious marketing and design techniques. Because these campaigns centred around particularly sensitive issues, they have had a lot of coverage and have been seen by a great many people. But it’s down to their sheer ingenuity that they have made a lasting difference. MAXX has selected three campaigns - what is it about these campaigns that are powerful enough to bring about change?
1.) The Autocomplete Truth – UN Women
The best campaigns are based on a simple thought or fact. With Google search having become the giant of the web with over 500 million searches a day – it has become part of our daily routine and we use it as a resource to find out the latest information, news, and answers to our questions. UN Women performed actual Google searches and auto complete finished off their searches with the most popular searches on the web – what was shocking was the stark and graphic realisation that this showed just how much prejudice and discrimination towards women and gender equality persists. This spurred on a print, web, video and social media campaign which met with vast coverage. They replaced the Google template design with that of women all over the world, and put the searches as their mouthpieces. They constructed a video, of the timeline of women’s achievements to compliment their print and started a campaign via Twitter encouraging people to use the hashtag #WomenShould. What was so ingenious about this campaign was the fact it used a regular process – a Google search, and so simply demonstrated how sexism is still rife. The simplicity of the campaign speaks a thousand words without having to use shock language or imagery. Not only this, but the UN Women created a joined up marketing campaign to back up their campaigns using intelligent arguments through video timelines and social media debate. View the full campaign here. Google has yet to address their auto-complete, but the social media debate and petitions are buzzing. This ingenious campaign certainly caused a stir.
2.) Global Action for animals - plastic bag campaigns
These hard-hitting campaigns were designed to send the message that non-biodegradable bags are harmful and are responsible for a majority of wildlife deaths per year. Two agencies in Belgium and Malaysia had the same idea, for separate means – so they replaced normal branded plastic bags in a number of stores in order to raise awareness about simply recycling plastic bags to stop them from being dumped as waste (In Belgium, the campaign was to raise awareness around Foie gras). The clever and shocking design of these bags places the animals’ necks at the handles of the bags, passing the ‘blame’ onto you. Because of this, it not only caused controversy but raised awareness into simple issues like recycling – as well as people opting out of taking the plastic bags! Why is it so clever? So many shocking campaigns are based around imagery, maybe posters or billboards we see on the street or in magazines. As a nation of people, we become desensitised to even shocking imagery, which often means campaigns that address real life issues are not given the attention they deserve. By ensuring that the campaigns were not only shocking, but interactive, forcing the user to confront the issues by holding the bag themselves, the results are far more powerful. Sometimes investing extra on something a user can feel and touch, will create a much bigger impact.
3.) Amnesty International Child Soldiers Billboard
An original idea, based on simple and static imagery can have a big effect if used effectively and creatively. This is what Amnesty International did, to raise awareness and concern about child soldiers worldwide. The aim of the campaign was solely to get people thinking around the issue, as well as intriguing people enough to find out more about Amnesty International. This simple, ingenious poster will make anyone stop in their tracks and look twice. And the ingenuity behind it? The image is so well thought out and tailored to the specific street, it looks as if the scene it is depicting is real and really hits home the message: Just because it’s not happening here, doesn’t mean it isn’t an extremely real issue elsewhere. In a location where people will be passing by daily it will ensure people stop long enough to think (and to avoid walking in to it!) All of these campaigns make an impact because they go back to basics: yet, they still manage to be simple and powerful and dare to be different; all of them demonstrate great design and clever planning. This applies to everyday business as well – your marketing has to appeal to the senses, it has to stand out in order to get noticed. What have you done recently to make yourself stand out? Who are you competing against, what are they saying and how is your message any different? MAXX creates marketing campaigns with a difference, for ourselves and for our clients. Maybe you have received one of our sense mailers recently? If you haven’t, read about our marketing campaign with a difference here. Or read about what we did for Quicklight here. Contact us for amazing direct mail campaigns, email campaigns, website builds, design for print and social media today to see how we can help. Be sure to subscribe to the blog and follow us on Facebook and Twitter for more weekly articles!