Thinking back to 2012, I really loved the following ad campaigns for being smart, insightful, and fun to experience. What campaigns did you love from last year?
Red Bull: Stratos
What they did: Red Bull sponsored a mission to push the boundaries of human potential by breaking the record for the highest freefall jump in history.
Why it was great: Perfect brand connection. Red Bull stands for making things happen and taking risks. There is no bigger risk than dropping 128,100 ft and falling 800+ miles per hour. Plus, “it gives you wings” is a relevant brand message when someone jumps from the edge of space.
Proctor and Gamble: Proud Sponsor of Moms
What they did: Proctor and Gamble created a mom-centric campaign during the 2012 Summer Olympics, aligning their family of brands around appreciation for moms everywhere.
Why it was great: It’s P&Gs motto to make emotional connections to their consumers. What better way to pull at the heartstrings than to talk about the value of mothers?
Samsung: Next Best Thing
What they did: Samsung developed a campaign insisting consumers don’t need to wait for the next Apple product; the next best thing is already here with their Galaxy SIII.
Why it was great: It’s easy to be defensive against the market leader, but Samsung took the high (and funny) road by showing that people don’t need an Apple iPhone to be happy/hip. Plus, the ads showed iPhone users as “lemming-like” individuals, exactly what Apple used to do back in the 80’s when talking about their market rival, IBM.