The internet forces people to be honest because it’s easy to verify things. Although I doubt that statement may be taken in its absolute form, I do think that there is some truth to that..
If you are someone who knows some basic research, it’s easy to verify information and find even more information about persons or events. This is also why more and more brands are recognizing the value of creating campaigns that are “real”.
Pepsi, for one, didn’t put an ad on Super Bowl last year and reallocated the funds to funding special projects and supporting different causes. Coke is also actually spreading the happiness by putting happiness machines on different parts of the world. It has worked so far. Not only are they getting so much free
M6 Mobile recognizes this.
After securing their position in the market, a phone for young pro-active people, M6 knew they had to take it to the next level. They could have gone through the traditional route and created some heartwarming or ultra cool ads with young people swagging.
That’s too predictable. For a brand who wants to represent the youth, predictability is not acceptable.
They decided to actually do something by asking people to submit photos of things they want to change and how they envision changing it. Subscribers are asked to post a photo through instagram and those who got the most votes by the end of the week get their wish to come true.
M6 painted blank walls with graffiti, they created movies, gave away gifts and others.
M6 created a weekly episode showing what changes are happening. The numbers are staggering from the millions of comments they got to the hundreds of thousands of submission to the very low cost per click. It stomps even the most creative ad material any mobile has come up with.
- The campaign created a huge buzz as fans themselves took the campaign onto social platforms like Twitter to share ideas.
- 4.6X more comments on the posts, over 95% positive
- 12X more stories generated on the page with an increase of 1476% shares
- Cost Per View of 0.014 euros
One of the great things that M6 realized is that it is never about their brand but about their subscriber. That’s the prevailing culture online. If you want customers to listen to you, talk about them not you. That’s what made this campaign a success.
It was the customers who made the suggestions on what changes need to be made and how they intend to make the changes. It was also the customers who made the decision what changes must be prioritized. The entire campaign puts the customers in the center and not be brand.
If only all brands will learn how to do that.