This year has been no exception. We like to think we know a good campaign when we see one, so we decided to list our picks of the best marketing campaigns of the year so far.
It’s incredibly fun to watch Innocent do their thing. They’ve always managed to nail the honest and humorous voice above the white noise. They also have a firm identity as a very giving, 21st Century business: they still give 10% of profits away to charity and occasionally giving away free coconut water at various London tube stations.
More recently, they’ve developed a very self-aware discussion style online; even going as far as to simply tweet the word ‘Smoothies’. As playful as they might appear, they’re certainly not a naïve bunch at Fruit towers; having managed to secure sponsorships to become the official smoothie of both Euro 2016 and the Rio Olympics. A pretty savvy move given both events are as good as nailed on to be two of the worlds most watched events of the year. Whether or not they have a genuine passion for things like football is up for debate, as evidenced below.
Their reactionary posts on Twitter are now a bit of a cult classic. This summer alone they’ve been all over Euro 2016, the Olympics and were right there in the middle of it obsessing over whether or not Larry the Cat was the true Downing Street power in the midst of a change of Prime Ministers.
Perhaps their greatest achievement, though, is their long-term ‘#NightMarketing’ campaign. It’s been presented in a few different ways, but mainly as a faux-riginal to counteract generic marketing. Its best use probably came in the form of a Piccadilly Circus billboard that simply read ‘Please buy Smoothies’. Classic.
Yet another drinks brand who have taken to a more self-aware marketing strategy; using adverts and graphics that attempt to transcend the idea of advertising. The best example is probably the creation of the first Christmas ad of 2016 that says ‘Take that, advertising’.
Online meanwhile, people have reacted with fervour to this ironic tone, with many willing to take part in an ongoing August challenge to become a #HumanOasisAdvert in return for free drinks. They have effectively harnessed two key underlying feelings; the millennials love of a challenge and the ever-growing cynicism that surrounds advertising. By making people laugh at their adverts, they leave a much longer-enduring impression upon them.
It’s a very refreshing campaign that’s seen their social reach grow considerably over 2016. Their Facebook page now has over 300,000 likes, with around 40-50,000 (approximately 15%) of those coming since the turn of the year. In addition, around 4,000 people on Facebook talk about Oasis each day.
A late entrant to our list is Nike’s new ‘Unlimited’ campaign which debuted in America during the Olympics opening ceremony as a spot called ‘Unlimited You’. It features actor Oscar Isaac as narrator delivering seemingly more generic examples of athletes ‘Just Doing It’, but becomes crazed when they start to break the boundaries of reality in their actions – jumping off a cliff, getting in the ring with The Mountain from Game of Thrones and jumping off the roof of a crashing van to make a layup. It gets pretty hairy and Isaac can’t believe what he’s seeing.
The idea behind it is to say to the viewer “Don’t let people tell you to stop”, not even the narrator who in this case is very much representative of life dragging you down and holding you back. It ties in extremely well to Nike’s overarching strapline of ‘Just Do It’ in the sense that the only thing stopping athletes from succeeding is their own self-doubt.
Nike’s CMO claims that the campaign has received over 275 million digital views worldwide over various platforms. This is testament to both the resonance of this particular campaign and Nikes status as an advertising colossus, as the campaign is little more than a fortnight old.
Like the result or not, it’s difficult to deny that the ‘Vote Leave’ campaign for Britain to leave the European Union did its job effectively. Whilst polls towards the end were neck and neck, ‘Remain’ was always the favourite to be a safe vote, rather than creating uncertainty. They were therefore almost constantly fighting an uphill battle. But in an ever-more uncertain and fearful world, people took the leap of faith.
The campaign name was the first feather in its cap. It very simply states its objective – to vote to leave the EU. The ‘Remain’ campaign used several straplines that all suggested voting IN, whereas the ballot paper simply stated remain. Because of that, it wasn’t able to resonate as clearly as Leave, creating one of the biggest political changes of the century.
One of the biggest subliminal factors in the campaign, though, is its use of the colour red. Leave knew that, in British politics stands for a lot of things in their favour. It stands for anti-conservatives and therefore anti-establishment – something they were trying to heavily associate with the EU; it’s a symbol of the Labour Party, whose members and voters made up a large portion of their mandate in the north; and it’s a very passionate colour in general having always been associated with feelings of love and anger. In this case, these feelings were brought to the surface in the form of patriotism and aggression towards the EUs impact on British life.
Did you agree with our choices? Did we miss any great moments? Let us know by tweeting us @KVADigital
Written by Andrew Thomson