Whoever came up with this campaign is a marketing genius:
The Anthon Bern Generous Store was open for one day only in Copenhagen and
customers exchanged the promise of a specific good deed for a generous box of
gourmet chocolate. The catch was, the good deed had to be publicly declared and
carried out. Customers posted their promised good deed on facebook and then
posted evidence of its completion with the Anthon Berg chocolates in the shot.
So the campaign captured the infectious spreading power of social media. And what
spread was a message of double-generosity – not only did Anthon Berg give the
chocolate away for no monetary cost, they encouraged people to be generous to
their loved ones. What a brilliant light for a company to portray itself in.
While I couldn’t help but note the cleverness of the
advertising campaign, I don’t want to be too jaded and suggest that the company
only had profit margins in mind. Hopefully the exercise reminds people of how
much nicer your world is when you’re generous – not just with your loved ones
but with anyone in need.
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