Adaily Inspiration Week #47: Staying relevant
For this week we chose campaigns that prove staying relevant means thinking outside the box. Below you can find our 5 picks, from turning robotic lawn mowers into gaming consoles or crowdsourcing creativity from your audience. Straight from Adaily » HERE «
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1. Doom • Husqvarna
Prime Weber Shandwick Stockholm • 2024 • Specialist equipment • Sweden • Europe
Campaign Summary:
Husqvarna showcased its innovative spirit by transforming robotic lawn mowers into gaming consoles capable of running DOOM. This unique initiative targeted young engineers and software talent, tapping into their love for gaming to position Husqvarna as an attractive employer. The concept debuted at the DreamHack gaming festival, capturing widespread attention.
The campaign was a resounding success, generating over 1,000 media articles, achieving an 815% increase in brand exposure, and reaching an organic audience of 3.8 billion. Additionally, 74% of young engineers expressed interest in working at Husqvarna, proving the campaign's effectiveness in resonating with its tech-savvy audience and enhancing the company's appeal as an innovative workplace.
Links
2. Throwback Deals • Samsung
MRM São Paulo • 2024 • Smartphone • Brazil • LATAM
Campaign Summary:
Samsung leveraged the behavior of online shoppers who abandon their carts by offering personalized "ThrowBack Deals" via email. The campaign featured deals on the latest product models at the price of older versions, targeting cart abandoners within Samsung's database to re-engage them during the slowest sales week following Black Friday in Brazil.
The campaign exceeded expectations, turning the slowest sales week into the second-best of the year with a 318% sales increase and over R$ 3.5 million (USD$ 700,000) in revenue. It achieved a 67% email open rate, far above the 2.6% average, and a remarkable 5145% ROI. Due to its success, Samsung adopted the strategy as an ongoing activation, demonstrating the effectiveness of targeted, personalized marketing.
Links
3. Aldidas • Aldi
McCann Manchester • 2022 • Retail - food • United Kingdom • Europe
Campaign Summary:
Faced with legal constraints on naming their new sportswear range, Aldi turned to their social community for a creative solution. By inviting followers to suggest a name, the campaign sparked engagement and ultimately launched the range under the user-suggested name "Aldidas," cleverly sidestepping legal issues while generating significant buzz.
The results were outstanding: over 200,000 new followers across social platforms, 11 million impressions, and 880,000+ engagements. The campaign also garnered £1 million in earned media coverage and sold out the range in under 4 hours, generating over £3 million in sales. By leveraging user-generated content, Aldi transformed a legal challenge into a viral success, making "Aldidas" one of its most celebrated product launches.
Links
4. Original Copies • Jeep
Publicis Dubai • 2024 • Cars • United Arab Emirates • Middle East
Campaign Summary:
Jeep's Middle East campaign highlighted the unique bond between Jeep owners and their vehicles by showcasing user-generated content from passionate community members. Focusing on personalized, adventure-ready Jeeps, the campaign reinforced Jeep's identity as the ultimate symbol of freedom and adventure.
The campaign drove a 59% increase in Wrangler/Gladiator sales, with engagement 8x higher for user content than brand content. Membership in Jeep clubs rose by 23%, community outings by 25%, and customizations by 17%, while female participation increased by 15%. With over 12 million views and 17,000 website visits, the campaign solidified Jeep's connection to its adventurous audience.
Links
5. Long Lasting Reviews • Darty
Publicis Conseil Paris • 2024 • Retail - electronics • France • Europe
Campaign Summary:
Darty's "Long-lasting Reviews" campaign aimed to revolutionize online product reviews by inviting customers to provide feedback on home appliances they had used for over 18 months. This initiative sought to enhance credibility and offer consumers more valuable insights for informed purchasing decisions, addressing the common bias of reviews made shortly after purchase.
Although the results are not yet fully measurable due to the campaign's recent launch in early 2023, the initiative has garnered positive reception within Darty Groupe and significant international interest. The long-term impact on brand image and sales remains to be evaluated, but the concept demonstrates a strong commitment to improving customer trust and transparency.
Links
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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