
In a year where the dollar was down and competition was up, businesses had to embrace the idea of thinking outside the box like never before. Since we appreciate good work even when it’s not our own, here are four of our favorite picks for 2011:
Bill(boarding) House
In 2011, Godialing (formerly Adzookie), an agency specializing in ad space on smartphones, introduced the world’s first billboard house. In exchange for converting homes into canvases, where their entire exteriors minus the roofs, windows, and any awnings bore the company’s ad, Godialing agreed to pay owners’ mortgages every month for as long as the houses remained painted. Home sweet smartphone?
Advertising Space
In a novel upselling scenario, KLM launched a viral video to make a case for why passengers should pay for the Dutch airline’s business class seats. The video, which showed a stranger invading people's personal space, highlights how much we value inches between strangers, especially when traveling! The message was clear: Avoid the tight squeezes and close quarters by purchasing a business class ticket, where the airline puts you next to an empty seat. We’re certain that this video was the ticket in helping secure skyrocketing sales for KLM’s business class section.
We’ll Drink to That
Although the launch of their new roast called Tribute Blend occurred in the summer of 2010, we’re including this on our list because Starbucks’ campaign was recognized by the Advertising Specialty Institute in 2011. The new coffee was promoted as part of Starbuck’s rebranding effort celebrating the company’s 40th anniversary. To brew up additional excitement over the new blend, Starbucks sent out an exclusive email to their Gold Card members one week prior to announcing the new product to the general public. Individuals who responded to the email by purchasing a one-pound bag of Tribute Blend received a ceramic taster cup not available in stores. Only 4,000 of these cups featuring a new logo were produced. In less than 24 hours after the offer went live, the cups were gone. Consumers drank up this promotion, resulting in the most successful limited edition coffee run in Starbucks’ history.
Undeclared Baggage
2011 was a big year for airlines as evidenced by another one making our list with their “Unexpected Luggage” video. On December 24th, a Spanair flight from Barcelona to Las Palmas arrived close to midnight. The 190 passengers on board were in the air during Christmas Eve. To see to it that those who celebrate Christmas had an opportunity to share in the festivities, Spanair surprised its passengers with wrapped presents delivered on the baggage claim conveyer belt. The feel good viral video helped Spanair’s message take flight, bolstering the airline’s brand as a company that cares about its customers.
What are your favorite picks for the most memorable marketing moments of 2011? Leave us a comment and let us know.