Here’s a fun campaign that promotes “honest†citizens for the National Australia Bank:
For all the talk about the exciting new tools and technologies available to marketers, it’s easy to overlook the significance of leading with a great idea. No matter how cool the activation may be, if it doesn’t have a central concept holding it together in a smart and relevant way, it’s not going to have the desired efficacy.
Count this as an example of a campaign that uses environmental reaction methods the right way: letting the idea dictate the tools (the best executional component of all was the cake!).
For all the talk about the exciting new tools and technologies available to marketers, it’s easy to overlook the significance of leading with a great idea. No matter how cool the activation may be, if it doesn’t have a central concept holding it together in a smart and relevant way, it’s not going to have the desired efficacy.
Count this as an example of a campaign that uses environmental reaction methods the right way: letting the idea dictate the tools (the best executional component of all was the cake!).