Looking Beyond The Obvious #unexpectedMK

Milton Keynes is often seen as having a reputation of being bland, ridged and the only things it's memorable for are the concrete cows and roundabouts – even by people who live in Milton Keynes!

So when DestinationMK set us the challenge to create a campaign that will turn heads and encourage people to think differently about Milton Keynes, we jumped at the chance.

Through the use of juxtapositions using striking images and bold copy, we developed creative designed to show the unexpected side of Milton Keynes with a particular focus on heritage and culture. 

The creative runs with a dedicated hashtag: #unexpectedMK and as part of a wider integrated campaign, we want both residents and visitors to share their pictures of the unexpected things they see in Milton Keynes.

We’re delighted to say the campaign has been launched this week in key London transport locations such as Euston, Liverpool St and more.

This is just the start of what will become a growing campaign over the next twelve months, encompassing digital, radio & TV in 2016 & 2017, so let us know if you see anything #unexpectedMK.

Do adverts really need to shock and / or cause controversy?

 

Today Paddy Power launched their latest provocative advert piggybacking on the plight of immigrants attempting to reach the UK, while at the same time, the Protein World's 'Beach Body Ready' advert which caused a big stir a few weeks ago got the “all clear” from the ASA. 

Undoubtedly there will be a number of complaints made about the Paddy Power advert which they are probably more than happy to take a little wrap on the knuckles for.

And this highlights something important. It’s got people talking about their brand. And they’re talking fast! Their advert received over 1,000 retweets in an hour of sending their first tweet and is only likely to grow over the coming days.

This shows just how important considering social media channels is to making a campaign successful and memorable. There was a great blog written by Evan Lepage that gave a great insight into five of the most successful marketing campaigns over the last decade 

The blog looked at campaigns from:

Old Spice “The Man Your Man Could Smell Like”

Dollar Shave Club’s “Our Blades Are F***ing Great” 

through to the #LikeAGirl campaign by Always

In his blog Evan summed up how social media helped increase the impact of their campaigns and identified 10 lessons from these successful marketing campaigns

  1. Ignore conventional marketing. Instead be memorable.
  2. Make your audience a part of the campaign.
  3. Distinguish your brand from the competition.
  4. Know your audience and cater ads to their interests.
  5. Use humor.
  6. Take risks.
  7. Play to people’s emotions.
  8. Don’t be afraid to put your product on the sidelines.
  9. Support a meaningful cause and share it with your audience.
  10. Try to start a movement with your brand at the centre of it.

They say “fortune favours the brave” and that’s exactly what Marketers need to be. Creative agencies are expected to come up with something ‘different’ with their campaigns. Something that will help the clients brand or product stand out from the crowd and it’s the unconventional that will grab the audiences attention.

We’ve found that when the agency and client work closely together to build a partnership and trust, campaigns become far more creative, impactful and ultimately successful.