Picks of the Week: May 28, 2017
Account Coordinator, Consulting
Ikea's spot for Anti-Bullying Day features plants being bullied.
In effort to raise awareness of Anti-Bullying Day on May 4th, Ikea took two identical pot plants into the school of Dubai. The experiment included youth participants that recorded messages, both positive and negative, which were then played back to the plants. According to creative agency, Memac Ogilvy Dubai, the plants were treated identically with the same exposure to sunlight and water. However, after 30 days the “bullied” plant started to show signs of withering while the other plant continue to grow and flourish. With this campaign Ikea has created an effective initiative that through awareness and visibility of the effects of bullying. Although there is some speculation in the scientific proof of the experiment, the message is clear and has created a positive and sharable video for the brand.
KFC releases limited edition Royal Wedding Bucket.
KFC launched the “Kentucky Fine China” version of their staple bucket in celebration of the Royal Wedding. The fine china bucket featured a 22 carat gold rim and made of bone china. 25 Fine China buckets were available to be won by members of KFC's "Colonel Club" loyalty scheme through the app. As well, they released 50 cardboard buckets, available at the Windsor store location on the big day. The bucket swapped the red and white design for gold and white and featured British and American flags enclosed in a heart, and two regal-looking birds.
With Royal Wedding buzz sweeping not only Britain but across the world, a variety of different brands took the opportunity to capitalize on the marketing opportunity. From chicken to donuts and even toilet paper, brands found a unique to feature the royal occasion. KFC took the opportunity to benefit from not only on the royal wedding but took it back to the royal proposal where Prince Harry proposed to Megan Markle while she was preparing a roast chicken for dinner. It was estimated that consumers would be spending between 40 million pounds to 70 million pounds (US$54 million to $94 million) on royal wedding-related merchandise.
Photo Source: Creative Online
Account Manager, LIVE
Facebook launches VR pop-up for the Oculus Go.
On May 19th Facebook opened a one-day pop-up shop in the heart of New York, featuring its new virtual reality wireless headset, the Oculus Go. Launched at Facebook’s F8 developer conference, this was a great opportunity for the public to try on the headset and appreciate how consumer-friendly the product is – no cables or mobile devices required. The pop-up shop had several features that enhanced the overall guest experience. To begin, the VR headsets were displayed on shelves, replicating the familiar experience you have when picking a pair of shoes off a shelf at a store and trying them on. The space also had several “art installations” which took the Oculus Go experience and broke it down into smaller elements. These items included an astronaut for a VR experience in space, floating popcorn to symbolize a new way to watch 2D movies in VR with Netflix and Hulu and a dinosaur to signify a short film available on Jurassic Park.
The clean and crisp space in addition to these art installations allowed the consumer’s imagination to be open to different possibilities for the product. It will be interesting to see if Facebook replicates this pop-up shop into other markets within North America.