THE BREAKTHROUGH BRIEFING: FEBRUARY 26

Welcome to The Breakthrough Briefing, a brand new blog series from the team at Ready.

We’re all about breakthrough promotional and tactical marketing campaigns. Fresh ideas that break through the noise and help our clients stand out at key selling periods.

Of course, we’re not alone. Brands and agencies inspire us daily, as they attempt to stand out by doing things differently. So we thought – why not inspire even more people by pulling together the great ideas we hear about?

Every Monday morning, we’ll be highlighting the most original campaign tactics from around the world. Our aim? To showcase just what’s possible with a little bravery and creative thinking…

PUBLIC TRANSPORT VICTORIA – NIGHT NETWORK UGC CAMPAIGN

To celebrate the launch of their all-night service, Public Transport Victoria have created a campaign using the people of Melbourne.

Armed with a camera and night ticket, people were let loose on the city.

From this they’ve created a video with the 100 hours of footage collected by people exploring the city. From art shows, to pubs, to live music, there’s a huge variety of things going on at night in Melbourne that people can enjoy. (They’ve edited out all the Saturday night crying on the pavement though).

With the rising ask for authenticity, showing genuine experiences is a great move.

TOYOTA – INTERACTIVE INSTYLE AD

In an industry first, Toyota installed a simulated heart rate monitor as part of a magazine ad for their new car campaign.

Toyota Breakthrough Brief Magazine Campaign                 (Image: Marketing Dive)

When readers turn to the double page spread in InStyle magazine, they’re transported to the interior of the car. Using a popup feature, readers can hold onto the door handles, putting their thumbs on built-in sensors. LEDs light up and audio plays to replicate the person’s heartbeat, showing that the car is so exciting it can make your heart race.

Although this kind of print ad can be pricey, it’s generated a lot of buzz and boosted sales of Instyle. This isn’t the kind of thing that readers will skim over and turn to the next article. People spend time on this and get to see first-hand what it’s like to be sat in the driver’s seat of the new Toyota.

Most magazine ads these days can’t claim that.

HISCOX – TRACKING CYBER CRIME

When thinking of insurance, the first things that come to mind are usually pretty dry and boring. That couldn’t be further from how Hiscox have represented themselves.

Hiscox Cyber Attack Campaign Breakthrough Briefing               (Image: Campaign)

In another industry first, they’ve created a campaign that tracks cyber attacks in real time. The server that Hiscox has set up, shows cyber attacks as they happen and as they’re prevented. They want to present how valuable to business they can be, and with 25,000 attacks a day recorded and blocked, it seems like they’ve proven themselves.

To follow on from this, they’re doing a digital outdoor campaign with stats that back up how important their services are, such as ‘one in three small businesses have fallen victim to cyber attacks’.

This campaign stands out from the boring assumptions of insurance and has shown a very real problem in a really cool way.

ADDICT AIDE – ‘LIKE MY ADDICTION’

French addiction charity Addict Aide created a campaign in the form of a fake escape room.

Addict Aide Campaign Breakthrough Briefing                (Image: adweek)

In the campaign, pictures from a Paris apartment belonging to fictional character Louise Delage were uploaded online. With broken mirrors, bible passages and blood stains, the images had amateur investigators stumped. Suggestions of vampires, murder and abduction all surfaced, but no one hit the mark.

The apartment was, in fact, a representation of someone suffering from alcoholism.

The broken mirrors were a self-destructive moment and the carpet stains were wine not blood. The apartment was a recreation of real life French executive Laurence Cottet who suffered from alcoholism at one point in her life too. She even appears onscreen at the end to bring a personal conclusion to the whole campaign.

This is such an interesting and different way to promote addiction awareness. People were confronted with the real life horrors of fighting an internal battle in a way that was engaging rather than off-putting.

MAINLAND – GOOD THINGS TAKE TIME

The strongest part of this cheese maker’s brand is that ‘Good Things Take Time’. And what better way to showcase this than a promotional campaign that takes some serious patience.

Maineland Breakthrough Briefing Campaign               (Image: The Drum)

Titled the ‘Mainland 2,000-Piece Voucher’, you can maybe guess what it is. A puzzle. And a hell of a big one as well with the shortest completion time taking just 45 hours!

Eager cheese lovers have been applying for the vouchers over Facebook since 2017 and putting in hundreds of hours to score their money off Mainland’s signature cheese.

There’s no better way to let people know that ageing good cheese takes time than letting them put that time in themselves. It’s a great campaign that has people spending hours with the brand in a way that they’re happy with and opted in for on social media.