How to get what you want for Christmas this year

Kikki.K Art of Hint Giving activation

Kikki.K Art of Hint Giving activation

If you’ve seen one Christmas brief, you’ve seen them all.

Increase store visits. Increase sales.  Increase basket size.

Cut through the Christmas noise.

Help mum make Christmas special.

It ain’t easy.  And it really feels like one of those territories where every idea has already been had.

And then someone comes along with a simple idea, elegantly executed.  And you say to yourself, I wish I’d thought of that!

Like the kikki.K  Art of Hint Giving campaign.

Asking consumers to use kikki.K as part of their hint giving ritual.  Not forcing them to wish for kikki.K stuff.  Letting them create content that can be as fun as the campaign itself.

The ultimate utility?  Opening a gift on Christmas Day that you actually love.

Some cute images coming in already

Some cute images coming in already

What’s your favourite Christmas campaign?  Do any good ones spring to mind?

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Great Branded Entertainment Case Studies Part I: Kiwi Sceptics

Branded Entertainment seems to be on everyone’s mind at the moment, what with the Mumbrella conference and awards recently.

Time perhaps to take a closer look at some of the award winning work- the ideas and what they did right.

Part 1 for your reading pleasure is the Kiwi Sceptics campaign by Host for Air New Zealand which won Bronze in the Best integration or Brand storytelling  – non-fiction and Best Trans-Media categories.

The Idea: Take 5 people who are sceptical about NZ as a destination for all the usual reasons, send them to NZ under false pretences and create content out of the resulting revelations.

Do it all with a sense of self-deprecating fun, narrated by Rhys Darby (his voice will be familiar from The Flight of the Conchords) and you’re onto a winner.

Take a look at The Case Study or The Work  itself

 

 

 

Not only is the content solid, the amplification and conversion have been thought through- doesn’t always happen!

  • Amplification via a TV Show – using Lara Bingle as the 5th New Zealand Sceptic and integrating her adventure into the show (it’s not Host’s fault that the show’s ratings were enough to make a sceptic blush)
  • Conversion tie in of a retail offer to convert the customer beyond the content.  Just a simple $150 off.

My only wish, perhaps dispense with the seemingly obligatory helicopter footage.  Feels like it was listed under mandatories in the client brief.

 

What do you think?  Love it? Hate it?