Ring My Bell

Aldo Israel placed a seemingly innocuous sign , with a bell in the middle of a busy street. The sign instructed people to take a pic of their shoes, upload it to Instagram, hashtag #ALDO, add their shoe size and ring the bell.

After ringing the bell, a huge mobile shoe box appeared with a free pair of ALDO shoes inside just for them.

An interesting on-ground activation no doubt that delivers the feel good surprise and delight factor and drives conversations for the brand. I'm wondering if it truly delivers equity to the brand over a longer term and ladders up to something that the brand can own, beyond a one-off tactical stunt.

Posted via email from The Digital Marketer

Honesty Shouldn't Go Unrewarded

The "Honesty Experiments" are by far one of the most ingenious ways I've seen a financial institution come out and side step traditional advertising and go all out to have an honest (pun intended) and genuine conversation with consumers wrapped around a relevant cultural insight and unique point of view. Rather than just tell people here's an honest and transparent credit card, NAB goes out and shows them through simple on-ground activations that honest Australians deserve an honest credit card.

As a sequel to the "Honesty Experiments" , NAB follows it up with a really nice surprise and delight activation around the point of view that honesty should not go unrewarded.

Posted via email from The Digital Marketer

Tourism British Columbia: Giant Vending Machine

I really like the feel good factor and goodwill that brands generate when they do on-ground activation programs that generate surprise and delight moments for consumers. These are acts of generosity that are performed by brands that can help or cheer up an individual or groups of people.

The important thing for brands to remember is that these moments should not be frivolous and should be tightly weaved into the brand purpose or the product proposition. This giant vending machine activation by Tourism British Columbia (which is similar to Coca Cola's Happiness Machine) surprises passerbys with random surprises that tie in with their 100 "British Columbia Moments"

Posted via email from The Digital Marketer