Posted by 08 Apr 2015
Four of the best: Unusual PR stunts
Here at DDCA, we've all had our heads together this week coming up with some creative ideas for a number of exciting projects, which got us thinking about the depth of creativity behind many of the weird and wonderful campaigns the world has seen over the last few years. Here are the ones that really stood out for us.
First up we have a rather disturbing take on PR, in 2012 Capcom created a killer campaign used to promote the release of their new game, Resident Evil Six. The campaign saw the Smithfield Meat Market in East London being transformed into a Resident Evil themed butchers store; the theme included food that closely resembled human body parts being sold to visitors; slightly alarming you might say! All earnings from the meat sales were donated to the Limbless Association who provide help and support to individuals with limb loss. A very clever spin and a unique campaign.
Next up we have a comical take on a pre existing campaign. The early GoCompare advertisements featured their operatic mascot who we all know gradually became an annoyance for many consumers, so much so that their adverts were given the title of marketing’s most irritating in 2009 and 2010. In a bid to address this, GoCompare simply defaced their own billboards and print advertisements, poking fun at their mascots inability to sing. We have to give GoCompare credit for taking the criticism with a wry smile and ultimately using it to their advantage.
A more recent campaign saw a first in the utilisation of dating app Tinder, with those attending this year'sx SXSW music, film and interactive conference being unsuspectingly “catfished” by the promoters of a new movie. The Tinder profile of 25-year-old Ava was seen cropping up to many in Austin Texas through the dating app at the time of the conference and starting a conversation. Many had noticed that the character that they were speaking with held a very odd and robotic persona. This may have been because Ava is a robotic character from the movie Ex Machina. Confused? Let us explain: In short, Ava's profile was used as a way of starting a conversation and directing people to the promotional Instagram page for the movie. We think this was an ingenious campaign that had tech-savvy audiences in awe!
Finally we thought about a very recent campaign delivered by the Salvation Army. After the explosion of #TheDress, the is it 'black and blue or white and gold' debate that flooded social media, the salvation army took to the internet to post a controversial yet creative take on the image. They used the infamous dress, as a way of creating an awareness of disclosed or unreported domestic violence with the campaign title, “why is it so hard to see the black and blue.” Hard-hitting and timely, this campaign was a perfect way to broach such a sensitive subject.