Most of the time, unique ideas are inspired by common things. In marketing, it is especially welcome to come up with a unique treatment out of things that are ordinary and familiar. The reason is simple, people are more likely to get interested in something familiar to them.
HP Festival Photoball
The giant beach ball has always been a staple in most festivals and it has always been security enemy. Security hates it with passion. If they can, they’d shoot it with a double action magnum (if such a gun exists) but their hatred is no match to the wild obsession of festival goers over it. So while they security chase it with the ferocity of 300 Sparta Men, festival goers protect it with the intensity of 10,000 Kobe Bryants. That’s why it’s the perfect items to use for marketing or advertising. The Bryants almost always win.
Instead of going all Rambo and sneaking in a beach ball, HP decided to make it all legal. They worked with the festival organizers and paid some money so they can brand the beach ball and gave it some twist.
Attaching a camera to the ball, it sent live images to the website as the beach ball gets tossed from one place to another. The beach ball took photos of the crowd and uploaded it on the festival site for people to tag themselves.
Amazing how a marketing material that’s been overused, misused and abused can suddenly garner such a warm response.
Thousands of people actually tagged themselves and millions viewed the photos and videos. The interaction was priceless. With millions of people interacting with HP, the brand suddenly became young, fresh and cool. From an elite technology brand, it has suddenly become a warm innovative brand.
Big logos work for as longs the market finds some purpose, function or benefit from what you are offering, the aversion towards anything with a brand may be overcome. Perhaps, that’s the way to go in marketing. It’s all about how much you can offer to your market instead of how creative your marketing campaign is.
Great job Almap BBDO for Sao Paolo’s biggest music festival, Planeta Terra!