This Insane Bungee Jump Without a Bungee Will Blow Your Mind

When a video with a title like “The First Wireless Bungee Jump” starts making waves online, you just know you have to check it out. There’s a lot happening in this little video, which is actually an advertising mockumentary for IKEA, that makes you question where reality stops and fantasy begins. So, is this really the future of advertisement? Or is it one step too far in the tricks of the advertising trade? Let’s have a look at the campaign.

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The Campaign

The Wireless Bungee Jump campaign was a recent release by DDB Brussels and IKEA that saw a volunteer willing put himself in the hands of progressive scientists to be the first to ever make a wireless bungee jump. Although viewers may be thinking that the correct term should be cordless, it will all come together in the end. The secret here is magnets, so powerful that their opposing polarity will function like a force field to stop said volunteer from hitting the ground. In preparing for the jump in scenic Normandy, the volunteer rings his loved ones, and promises to get in touch as soon as the jump is completed. It’s a adrenaline moment when he seemingly falls through the void, but he manages to survive it, and make the call. How’s he charging his phone? Wirelessly.

The Product Motivator

The product at the centre of all of this is IKEA’s wireless charging collection. Admittedly, its something of a tenuous connection between the wireless bungee jump in Normandy and the local IKEA, but DDB Brussels manages to run with it. There’s a definite feeling throughout the video that this is the future, but right now. No modern furniture, no spaceships, it’s the world we’re already living in, but better thanks to IKEA.

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A Risky Move

That being said, we have to admit that as an advertising method, the mockumentary is a little flawed. It’s three minutes long, which is way beyond the attention span of most internet users. There may be a feeling, among some users, that they’re being unfairly tricked into believing that a wireless bungee jump is possible. And, the product placement is minimal at best, only a few seconds at the end, which means if viewers stopped watching the video early, they would have little idea of what the goal of the video was.

So What Works?

What’s working in this campaign is a really unique idea, and very unusual expression of that idea. The concept of the wireless bungee jump is definitely new, and on that alone the campaign is memorable. People who view the entire video will likely enjoy the ‘short and sweet’ tagline at the end:

Wireless bungee jumping: one day | Wireless charging: today

And perhaps that very short view of the product is working on human curiosity. We know that as soon as we had finished we went looking for what exactly wireless charging was, how we could use it, and where it was available. So, in this regard is does draw people in to the concept, and then display IKEA prominently as the supplier. We aren’t saying it’s going to work for everyone, but it does make an impression.

Ikea Creates Pop-up Breakfast in Bed Experience

How long has it been since you had breakfast in bed? For us, it has been way too long, which is why this innovative new campaign from Swedish furniture powerhouse IKEA so caught our attention. So sit back, relax, and dive into the snuggliest guerrilla marketing campaign you’ve ever seen.

Breakfast In Bed… Yes Please!

The IKEA Breakfast in Bed Cafe pop-up store was announced on the IKEA UK facebook page on the 9th of May 2015, and scheduled to run for just two days between the 19th and 20th of May. Despite this short run-time, and indeed with so little marketing prior to the event, it generated a seriously large amount of buzz, with hundreds of comments and shares, and thousands of likes.

The basic premise of the campaign was this: customers could book a space at the IKEA Breakfast in Bed Cafe in either the morning for a breakfast, or in the afternoon for tea and a siesta. They would be hosted in an entirely IKEA setting, and could enjoy the beds and atmosphere for free (only paying for the food they consumed). IKEA provided a ‘pillow menu’ and a wide range of furniture products from their collections.

A Snoring Success

There’s nothing better than a campaign that not only captures our attention, but takes us by surprise. For years, IKEA has been known as the furniture and bedding specialist all over the world, even in those deprived places where the stores have yet to spread. But, in this campaign IKEA is working to take that reputation a step further, making them the go-to name for comfort, relaxation and enjoyment in the world of beds. So does it work, and why?

It’s About Association – When we think about IKEA, we’re already thinking about furniture, about style, about bedding, about our houses. But, we aren’t often thinking about why underpins that: our homes, sanctuaries and places of rest. In this campaign, IKEA have effectively moved beyond the realm of bare decorating and purchasing into a state of emotion. By bringing people into a setting where they can associate the positive feelings of having breakfast in bed with IKEA, they are essentially making the company a part of that positivity.

It’s About Experience – Campaigns that are linked with an actual experience always have a stronger impact on customers and those involved. This campaign is a great example of this. Those people who were lucky enough to secure positions at the Breakfast in Bed Cafe are unlikely to soon forget their experiences there, and by association their experiences with IKEA. There’s a kind of magic about the experience of this campaign, really brought home by the all-inclusive setting that IKEA have created, that makes it memorable even for those not directly involved.

It’s About Inspiration – IKEA’s business model is all about inspiring people to decorate better with IKEA products, and this campaign is right in line with that. By setting up a number of bedroom suites, and then putting real people in those suites to experience a relaxing experience of eating their breakfast in bed, IKEA is effectively inspiring customers towards their bedroom products. They have created a space that is atheistically designed as well as conducive to sleeping, while at the same time inspiring customers to create their own IKEA spaces at home.

A pop-up campaign like this one can be a little hit and miss. At its core it requires that spontaneity that can lead to the campaign being ignored or quickly forgotten. In this case, IKEA has walked that thin line with great efficiency, creating a lasting experience for their customers that inspires and brings about a positive new emotional association with the brand.

Adorable Dog Billboards Utilize RFID Technology To Follow Potential Adopters #LookingForYOu

Have you ever felt like you see the same advertising campaign so often, it feels like it’s following you around? Well, the Battersea Dogs & Cats Home (a UK charity established in 1860 to give dogs and cats a second chance), in partnership with Ogilvy & Mather UK, have launched a new case study on a campaign they ran recently that takes this feeling to a whole new level.

The #LookingForYou Campaign

Taking a simple idea – that homeless animals often follow people around – and pairing it with the latest in modern technology, Ogilvy & Mather UK have led the Battersea Dogs & Cats Home into the minds of the people, and into the future. The #LookingForYou Campaign makes use of Radio Frequency Identification (RFID) tags hidden inside brochures given out to pedestrians as the enter Westfield Stratford City in East London. As they make their way around the centre, the RFID tags activate billboards showing Barley (a former Battersea dog) literally following them around as though looking for a new owner.

Why It’s Awesome

A Simple Idea – The #LookingForYou Campaign is based on a simple idea that everyone is aware of: that homeless dogs often follow people home. Those dogs are looking for someone to care for them and to love them. This campaign literally brings this idea to life, with Barley the dog following brochure holders, and constantly reminding them that at the Battersea Dogs & Cats Home, there’s a four-legged family member waiting for them.

A Modern Execution – There’s nothing cooler than being involved in a campaign that showcases the latest in modern technology. For those a part of the #LookingForYou Campaign, the way technology is used makes the campaign an incredibly memorable experience. Once participants figure out that they are the individual catalyst setting off the billboards around the campaign, the brand is almost assured a strong emotional reaction.

A Cohesive Experience – This campaign is a technological one, but it still brings everything in a neat circle by drawing the attention of participants back to the brochure. Almost humbly it reminds those involved that now that the message about homeless animals has been broadcast on a billboard, it is as simple as them reading a brochure to make a difference in the life of those animals.

A Resounding Success

The Battersea Dogs & Cats Home is hardly an ‘underdog’ when it comes to success in getting dogs and cats off the streets and into ‘forever homes’. In 2014 alone they rehomed some 3000 dogs, which is roughly 8 on every day of the year. But, that doesn’t mean they should sit back and relax, waiting for more adopters to walk through the doors. Instead they’re taking a decidedly forward step, encouraging people to get involved with the charity, which is already something of a household name.

In this regard, the #LookingForYou Campaign will undoubtedly achieve everything the charity is looking for, and more. Beyond the stunt itself, the video has a catchy music track and a simple story that, paired with this engaging campaign idea, makes it prime for viral sharing.

Kulula Airlines Announces Better Online Check-in In Unique Way

Discount South African airline Kulula, has informed their customers (and soon to be customers) about a change to their services in an unusual way. By teaming up with the King James Group agency, kulula was able to make a bit of a spectacle in a few of South Africa’s international airports, at the same time as drawing attention to their new #selfservice online check-in.

The Campaign

In the campaign, travelers at Cape Town International Airport and O.R. Tambo International Airport were treated with a surprise when well-known local celebrities Siv Ngesi, an actor and comedian, and Jack Parow, a local rapper, made an appearance in motorized baths and beds. Decked out with kulula.com branding, these unexpected check-in locations drove themselves around the crowds at the airport, making a statement about just how easy it can be to check-in with kulula.com.

Why It Works

The #SelfService offering from kulula.com is nothing new, most airlines have been offering this service in some form or another for years now. But with the help of the King James Group they’ve been able to take an old service offering, and make it into a campaign that’s new and totally unique to kulula. Here’s why it works:

It’s Unexpected: There’s nothing quite like seeing a guy cruising around an airport in a motorized bathtub or bed while checking in for their flight. It’s pretty much the last thing a traveler expects to see when they’re flying (especially with airports becoming such serious security centers). That unexpected shock has a lot of power from an advertising sense. When something is out of place we pay attention to it, that’s just how our brain works, and we’re more likely to remember it later. Pairing the shock factor with the clear kulula.com branding improves brand recognition and makes this campaign a winner.

It’s Funny: As well as being unexpected, the hilarity of the kulula.com campaign makes it especially effective. Most marketers know that if you can make someone laugh, you’re more likely to sell them something. When people are entertained, that happy feeling carries over into their perception of the brand, and improves their concept of the company’s reputation. By entertaining travelers with their campaign, kulula has been able to improve their standing, making passengers more partial to them in the future.

Famous Faces

The use of famous famous isn’t groundbreaking in the advertising world, but it has to be done right in order to be effective. By using local celebrities, to spruce a local airline, kulula.com has done just that. Bringing the celebrity face to the campaign gets some people excited, but the campaign isn’t hinged on this celebrity power, so it is effective just the same. But, for those people in the know – the younger generation based on the celebrities, the campaign has even more power.

Credits

Advertising Agency: King James Group, South Africa
Chief Creative Officer: Alistair King
Executive Creative Directors: Devin Kennedy, Matt Ross
Copywriter: Roderick McCall
Art Directors: Justin Enderstein, Graeme Bettles
Business Director: Melanie De Winnaar
Production Company: Audio Visual Alchemy
Agency Producer: Wesley Coller

Crane Game Encourages Donations to Help Homeless People in a Very Unique Way

Roughly translated as the Foundation for Street People, the Fundación Gente de la Calle are a charity based out of Chile that specialises in bringing attention to the plight of homeless men and women, and making a difference in their lives. They recently paired with agency Pedro Juan y Diego and ran a campaign to that effect in Chile, that involved dolls, a crane game, and a very strong message.

The Campaign

A typical arcade game is set up on a street in Chile, with one notable difference. Instead of picking up plush toys with a crane, participants are trying to pick up homeless people, who always seem to fall from their grip at the last moment. When participants come to the inevitable loss, a card appears from the machine informing them “A coin does’t get anyone off the streets” and encouraging them to check out Fundación Gente de la Calle, who help homeless people do just that.

Two Reasons It Works

There are two big reasons that Pedro Juan y Diego made the Crane Game work with the audience, and neither is accidental. The first is the use of juxtaposition in delivering the message. Taking participants from a moment of lighthearted fun while they’re playing, to a serious note when the card is delivered, is very effective. When people are happy, they’re more receptive to messages, and this one hits home, hard.

The other reason the campaign works so well is the use of relative ideas. When people see homeless people on the street, especially homeless people begging, they feel they’re doing their part simply by giving up some loose change. The truth is that doesn’t make enough of a difference, and it shouldn’t be the end of the story for charitable givers. By relating the impossible-to-win crane game, which costs a coin, with the impossibility of getting off the street with just a single coin, Fundación Gente de la Calle’s message is clear and powerful.

Does Guilt Succeed?

Although the Crane Game campaign is certainly something we haven’t seen before, it remains a new take on an old technique. The use of guilt in charity marketing and advertising isn’t just widespread, it’s almost synonymous. Decades ago, when people saw the tragedy of poverty and despair on their televisions, they were affected. They stopped to watch, and in many cases were swayed by the images they saw, and how that made them feel.

But a modern audience is not so easily persuaded.

They don’t want to be made to feel guilty, and the emotion rarely exhibits a charitable response unless its sent in a powerful and unique way. The use of juxtaposition and relative ideas do work in this campaign’s favor. However, what remains to be seen is if it works enough that participants will go out of their way to investigate the Fundación Gente de la Calle, and look at how they can help.

For more information visit http://gentedelacalle.cl

Credit

Advertising Agency: Pedro Juan y Diego, Santiago, Chile
Creative Directors: Cristian Seisdedos, Sebastian Salinas
Art Director: Juan Godoy
Copywriter: Jose Muñoz
Illustrator: Celim Caceres
Director: Daniel Molin
Additional credits: Fabian Aviles
Published: November 2014