This is a bit after the horse has bolted (or should i say finished the Grand National) but here’s a few gems of April Foolery you may have missed:
As a parody to Coke Zero, here at TMW we came up with this great campaign for Lynx (even though i can’t take any credit for it!)
Lynx Zero is a new range of sprays, shower gels and hair products for men in relationships. The range is understood to contain absolutely no ‘Lynx Effect’ – the brand’s infamous ingredient that has made guys irresistible to the opposite sex for years. The new range claims to boast all of the Lynx flavour but just have less effect on the opposite sex. So lads in relationships – or even single lads who simply want a day off – can still look good, smell good and feel good… without getting in trouble.
TMW also developed this nice idea for Durex Facebook.What better way to stop the sound from overly-amorous neighbours than a pair of sex-noise cancelling headphones.
Just to show I’m not completely biased here’s a non TMW example! BMW UK who ran an ad campaign for the P.R.A.M. (Postnatal Royal Auto Mobile) to link in with the imminent royal birth. The ad featured in the Daily Telegraph, on the BMW UK website (now removed) and the BMW UK Facebook page.
Hats off to the Lynx team at TMW who have just published this great video to commemorate reaching the important milestone of 1 million fans. The Rube Goldberg machine is a nod to all the Lynx products or campaigns over the years to the present day. It was shot in one take but took over 58 attempts to get it right. What I particularly like about this video is that you have to watch it carefully – and many times – to have any chance of guessing all the references. How many TV ads can do that?
If you’re impatient like me and can’t wait to figure out all the references, he’s the answers revealed in reverse order using You Tube’s video annotation.
April Fool’s Day is always a good time to have a little fun with your advertising whilst simultaneously humanising the brand. Google’s elaborate hoaxes across their different platforms seems to be attracting all the headlines but I’m not sure I can be bothered to critique it here – life’s too short! Instead, I’ve opted to post about three simple campaigns which I quite like.
Lynx mobile spray app
I didn’t work on this personally unfortunately but the Lynx team at TMW have come up trumps with this useful mobile spray app – guaranteed to give instant sex appeal on the go – apparently! Promoted on YouTube and Facebook
BMW’s driverless running coach
BMW are known for doing April Fool hoaxes every year – in fact I referenced theirs a few years ago here when I first started this blog. What I like about their executions is that they always tie them into their product or brand truths whether it’s linked to Efficient Dynamics, telematics technology or in this case their sponsorship of the London 2012 Olympics. So even though it’s tongue in cheek it’s still reinforcing their brand values and positioning in some way.
This year they highlight how their ConnectedDrive technology and surround view cameras can help turn their cars into driverless coaches where they follow the runner at a safe distance. And as with all their April Fool ads they continue to have fun with the email address too – so if you want more details you can email their Head of Futile Innovations, Alvin.Alaff@bmw.co.uk
Step aside QR codes and make way for the new kid on the block, Blippar.
Blippar is a new mobile augmented reality app which allows brands to overlay additional interactivity and value added info to existing ads whether that’s on a billboard, poster, press ad, DM pack, on pack promotion, or POS.
I really like it and can see this taking off a lot quicker than QR codes because the user experience is much easier and the consumer benefits are much more apparent and immediate. The applications appear to be endless too and have already enticed the likes of Tesco, Marmite, Walkers Crisps and Warner Bros.
Do you agree or do you think this will only appeal to early adopters and technofiles?
So many brands have jumped on the ‘Augmented Reality bandwagon’ that it’s in danger of becoming old hat already. But every now again you see an execution where it all comes together brilliantly. This latest campaign by Lynx Excite is a case in point. What I like about it is the way they’ve seamlessly extended the big idea behind Fallen Angels and used AR to bring it to life, rather than relying on the technology to dictate the big idea. I also think AR works best when used in experiential environments like this as consumers get to enjoy the full virtual experience without having to overcome the usual barriers to entry, such as having to print out the AR code or switch on webcams.
This content was posted on the Lynx Effect Facebook page (managed by TMW) which already has over 200k social handraisers. It’s definitely worth a peek – not only is it a good example of how to produce engaging content to build and cultivate an active community but it also features plenty of Lynx girls in various forms of undress 😉
For more posts on Augmented Reality, feel free to click here.
CRM has been using Random Acts of Kindness (RAOK) for years to help build brand affinity, loyalty and advocacy. But traditionally it’s always been delivered on a one-to-one level either to reward the most valuable customers or to prevent attrition from high risk defectors. The best outcome in those days was that the recipient would remain loyal and sing the brand’s praises with a few mates down the pub! But now that we live in a more connected society there are infinitely more opportunities for these Random Acts of Kindness to reach a far wider audience. Nowadays you can cherry pick a few unsuspecting customers, offer some form of surprise and delight, document it and then amplify this by publishing or seeding this content in various social media platforms. The net effect is that a mass audience can see that you care about your customers and that the brand has a human side which can only do wonders to your brand equity.
The best example of this I can think of is Coke with their Happiness Vending Machine (see below) but if you want more inspiration then you must read this latest Trendwatching briefing. Not only does it highlight the growing importance of this trend but it also provides some useful and imaginative examples of how different brands have tried to apply it.