I always say that our job is to spread a message. Regardless of the objectives set by the client, we deliver a message. In what form will we do it? This is where the game starts to get interesting. Of course the customer’s budget will be a consideration, but we have several options to destabilize consumers. If we take the television option, or should I say film because videos are not exclusively broadcast on television, we will go for an advertisement that evokes an emotion. This may sound clichéd, but it is still difficult to obtain this type of result.

To create a singular product, it is first necessary to get the client to agree to think outside the box. Then we must find a memorable idea and to do justice to it, the execution must be flawless. When I talk about emotions, I am not just referring to love or laughter. I am talking about a feeling that will freeze you in front of your screen or will make you want to watch the entire advertisement. What I look for in a commercial is the kind of message that the audience likes to watch again and again, or that leads to a visceral desire to speak about it to your entourage. The viral effect is more often associated with the Internet, but word of mouth continues to operate without the Web. We talk about it at the office, in the subway, during a dinner with friends and so on. As a customer, you are looking for the kind of viral which will dramatically increase awareness of your brand, a passport that invariably leads you to enviable success. In a few words, if you have the privilege of using an agency that asks you to think outside the box, take the opportunity. Maybe it will lead you to the results you’ve always dreamed of for your business!

Whopper freakout – Décembre 2007

http://www.whopperfreakout.com/index.html

Avec cette initiative en magasin, Burger King a voulu connaître et filmer l’impact du retrait du Whopper de ses menus.  Durant toute une journée, les employés de ce restaurant étaient filmés et devaient annoncer le retrait du populaire sandwich aux clients demandeurs.  Une nouvelle qui, nous pouvons le présumer, a déstabiliser la clientèle.

Un « making of » de la journée a donc ensuite été diffusé en viral sur le web, menant à un microsite spécialement conçu pour annoncer le chaos créé par le retrait du Whopper sur le traditionnel menu de Burger King. Succès retentissant: plus de 1 million de visiteurs sur les différentes versions de la vidéo, duquel découla la création d’un 30 secondes télé pour promouvoir le microsite.

Avec toute la couverture générée par ses actions non traditionnelles, Burger King est donc certain d’avoir rentabilisé ses investissements et doit déjà préparer son prochain « buzz ».

À la lumière de ces exemples, nous pouvons constater que le marketing traditionnel est loin d’avoir atteint ses limites et est en constante redéfinition. Un mix marketing bien équilibré ne devrait plus uniquement contenir du média traditionnel, mais laisser une place de choix au non traditionnel dans le cadre de la stratégie principale.

Qui sera le prochain à mettre au défi sa créativité?

Whopper freakout – December 2007

http://www.whopperfreakout.com/index.html

With this in-store initiative, Burger King wanted to know the impact of withdrawing the Whopper from its menus. Throughout the day, many of the restaurant’s employees were filmed and had to announce the withdrawal of the popular sandwich to customers who were ordering it. The news, we can assume, destabilized the clientele.

A « making of » the day then circulated contagiously on the web, leading to a microsite specially designed to announce the chaos created by the withdrawal of the Whopper from the traditional Burger King menu. It was a sensational success: more than 1 million visitors saw different versions of the video, which resulted in the creation of a 30 second TV commercial to promote the microsite.

With all the coverage generated by its non-traditional action, Burger King is certain to have recovered its investment and is already preparing its next buzz.

In the light of these examples, we can see that traditional marketing is far from having reached its limits and is constantly being redefined. A well-balanced marketing mix shouldn’t rely only on traditional media, but also leave room for non-traditional ideas as a part of the main strategy.

Who will be the next to challenge Burger King’s creativity?

Le marketing expérientiel, aussi nommé publicité non traditionnelle, est issu d’une vague créative qui ne risque pas de s’estomper de ci tôt.

Le média non traditionnel est parfait pour déclencher le buzz d’une campagne et doit préférablement être appuyé par un média traditionnel. Bien orchestrée, une action expérientielle peut réussir à faire énormément de « millage » pour la marque…souvent à peu de frais!

Vous lirez dans les prochaines semaines quelques récentes actions non traditionnelles d’un joueur très créatif du marché : Burger King. Sa stratégie non traditionnelle bien ficelée, appuyée par une offensive traditionnelle ciblée, n’ont pu faire autrement que de créer un buzz entourant la marque. Ces efforts, quelques fois assez locaux, ont su bénéficier d’un effet de levier significatif de la part des différents médias.

Portefeuille perdus/retrouvés – Novembre 2008

Burger King a dispersé près de 5000 portefeuilles dans des lieux publics à fort trafic, à Orlando et Chicago, sans nécessairement vouloir tester l’honnêteté des citoyens.

Il s’agissait d’une tactique non traditionnelle de marketing.À l’intérieur de chacun des portefeuilles, se retrouvait le permis de conduire du « King », une carte prépayée de 5$ à 20$ (valide dans la chaîne de restaurant), une carte avec les différents emplacements de l’enseigne ainsi qu’un billet de 1$ à 100$.

Une fois le portefeuilles ouvert, une mention disait: « Don’t worry about the lost and found, the King wants you to keep his wallet ».

La campagne fût catalysée par plusieurs journalistes et bloggeurs qui ont assuré le relai RP. Compte tenu de la conjoncture économique, il s’agissait de l’inattendu au bon moment ! Bel exemple d’une campagne à petit budget ayant reçu une forte couverture médiatique assurant son succès.

Experiential marketing, also called non-traditional advertising, is the result of a creative phase that will not fade anytime soon.

The non-traditional media is perfect to start a buzz for a campaign and should preferably be supported by traditional media. A well-orchestrated experiential action can give good mileage to a brand and often at a low cost!

In the coming weeks, you will read about some recent non-traditional actions from a very creative player in the market: Burger King. Its non-traditional, well-designed strategy, supported by a traditional on-target offensive, created a buzz around the brand. These efforts, sometimes quite local, were able to get significant results from various media.

Lost & found wallets – November 2008

Burger King scattered nearly 5,000 wallets in public places with heavy traffic in Orlando and Chicago, but wasn’t trying to test the honesty of the citizens.

It was a non-traditional marketing tactic. Each wallet held a “King’s” driver license, a prepaid card for $5 to $20 valid in Burger King restaurants, a map with each restaurant’s location, and a one dollar to $100 bill.

When you opened the wallet, you could read the following text: « Attention would-be good Samaritan! Don’t worry about lost and found, the King wants you to keep this wallet and everything in it. »

Several journalists and bloggers who provided the PR relay catalyzed the campaign. Given the actual economic climate, it was an unexpected strategy at the right time! This is a good example of a low-budget campaign that received high media coverage ensuring its success.