This blog is called REVERB because reverberation is the secret to getting noticed.
In order to be heard above the clutter, your idea must land like a pebble in a pond, sending out ripples. Very few resonate and spread, while most fall into the void, unnoticed.
Reverberation requires a simple, clever strategy, imagination and creative wizardry.
We worked with Snuggle fabric softener and learned how women hate doing laundry. So, we offered to ‘lighten their load’ with free service for a year. Just stuff your dirty clothes in a sack and they’re returned cleaned and folded. Snuggle felt like a hero for solving a real problem and making their customers’ lives better.
The cost? Just $1,000. The response? Incredible.
We were involved in the launch of Nintendo’s Wii. The plan was to get people from 8 to 80 to try their interactive gaming system. Seriously? They expect seniors to play video games?
Yes, and it worked. Big time.
Soon, senior centers were a hotbed of Wii bowling and tennis tournaments. Turns out that Nintendo gave old folks a fun reason to get off the couch, burn some caloriers and beat the crap out of their friends.
We created an idea for Snapple and took over a Boston radio station for the summer. Snapple paid to wipe out all commercials and just play great songs. We re-branded the station and DJs hosted concerts (free with a Snapple cap). By September, Boston was buzzin’. Snapple’s sales were way up. The station’s ratings exploded. And AdWeek awarded us their top creative promotion award.
Here’s my take: Forget about being liked. When you’re loved, you get shared. So, focus on big ideas that engage people.
Be Contagious. Be Provocative. Be Disruptive. REVERBerate.