As we enter a fresh new year of innovative marketing, we thought we’d look back at some of our favourite campaigns from 2011, as chosen by the Cherry team…
For Senior Account Director, Liz Whitney, sorry wasn’t the hardest word in her favourite viral marketing campaign:
“When Johnson & Johnson in Canada had a distribution glitch in 2010 it caused their very popular ‘O.B. tampons’ to be taken off the shelves, resulting in the withdrawal of the line altogether. Oops, big mistake.
General uproar from Canadian newspapers and women followed, with boxes of O.B Tampons trading for $99 on eBay as customers bought up enough boxes to get themselves through the menopause. That’s some serious brand loyalty being damaged right there.
So how do you make it up to these women, without highlighting the original error to the rest of the world?
Send a personalized video apology on an epic scale…
Hats off to the agency Lowe who put together this cheesy personalised music video and turned a potential brand disaster into a heart-warming viral hit. I can’t even buy this product, but somehow now I’m a fan of their brand. Pure marketing gold.”
Sales Manager Sophie Harris was transported by this airline’s playful prime time adverts:
“Following on from the 1980s homage to shell suits, sunglasses and even bigger mullets (after 25 years and they are still red hot) came the very slick and beautifully coordinated “You’re airline’s either got it or it hasn’t”, from Virgin Atlantic.
From swimming hostesses serving up a sensual storm to swarve men reduced to shame in an x-ray relevation of their undies, this James Bond-esque ad was beautifully devised and definitely makes me wish I had a licence to fly business class…”
Our Marketing Executive Hanna Flint, was blown away by a certain gym’s billboards:
“As a bit of a writer, my favourite type of marketing is always copy led. Making an impact isn’t just about garish images and big name faces. Sometimes all you need is a few words to leave a lasting message. So when I saw the Fit4less billboard posters there was only two things that went through my mind:
- Brilliant.
- Where do I sign up?”