Here’s a tried and tested way to get your brand noticed…

SURPRISE!

Don’t be surprised. Even if your brand is successful and your audience has certain set expectations, it pays to surprise them once in a while to delight them and keep your competition at bay.

About a decade back, Kleenex partnered with Facebook to provide care kits to people who were down with flu or cold. They simply searched Facebook for status updates where the users reported feeling sick. Then they used their connections to find out their mailing address, and hand delivered a Get-well-soon Kleenex Kit, complete with boxes of tissues. Do you think the audience ever expected it? Do you think they will ever forget the brand from then on? In fact, all those who received the kits flooded FB with messages about this gesture.

Closer home, HUL used this out of the box strategy at the last Maha Kumbh Mela at Haridwar.

They integrated their brand Lifebuoy in their roti maker to create not just a surprising reminder, but a perfectly timed one too.

According to me, the most legendary surprise was this recruitment ad by google:

Google is known for their quirky communication, but this recruitment ad still beat the heck out of everyone. But those who understood it and had the skill to decode it arrived at the recruitment page of the company. Quite ingenious, since Google is not interested in your formal education, but only what you can actually do.

So, is your brand surprising your customers enough to keep them interested?

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