Effective marketing is all about being remarkable. The new Mini Cooper campaign in Amsterdam is a good reminder of the golden rule: You create brand value when both your product AND your campaign are being talked about.
1. Lean into the frame (hijack existing attention capital, in this case the street public);
2. Be disruptive (not necessarily provocative or intrusive) - in other words: challenge people's routine by introducing an element of surprise;
3. Highlight your core brand attributes (in this case, and overall in the "age of micro," this actually and literally means, making them "smaller than life");
4. Make sure you make content readily available that lets people "socialize" the campaign event (photos, videos, etc.);
6. But don't confuse that content with the actual campaign event. The best campaigns take place in the real world at a distinct location and time; they become viral simply through the social distribution of artifacts documenting this event.
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