Water Cooler Conversations #5
October, we hardly knew ye. Maybe it was the earlier-than-usual onset of Hallowe’en and Autumn marketing that caused it, but October went by in a flash.
That said, we’ve still managed to bring you our collected thoughts and hot takes on the marketing world as it happened. Have a look.
Senior Search Executive
One unique tactic I’ve not seen in a while is Dunkin Donuts’ new Halloween item promotion. It included Instagram posts with saucy text and the use of modern language, as well as a complete takeover of their Twitter from the POV of the spider found on the doughnut.
It gained a lot of traction with publications and users alike, who described it as ‘unhinged’ and with the suggestive ‘spicy’ language. Fans of the international doughnut brand loved it!
We’ve not seen a takeover of social media like this in a long time, but it was quite refreshing and obviously received the attention it desired.
Digital Marketing Executive
Discover Ireland has reinvented the traditional tourism advert with its cinematic Halloween campaign, which has already surpassed 100 million views across various channels. More than just an ad, it’s a compelling exploration of Halloween’s origins in the ancient festival of Samhain. Those who viewed it are twice as likely to recognise these Irish roots, with 7 out of 10 expressing a greater desire to visit the Emerald Isle.
By intertwining rich history with modern festivities, the campaign sets a new benchmark for tourism advertising, showcasing how to blend narrative with cultural significance effectively. Its success could inspire future campaigns to adopt a more storytelling approach, highlighting unique local traditions to attract off-season visitors. Just as St Patrick’s Day draws spring crowds, this campaign positions Halloween as a must-visit event, suggesting that other destinations could similarly benefit from celebrating their unique histories to enhance tourist interest year-round.
Director
Boots proved that you don’t need CGI to deliver a socially shareable campaign that attracts attention!
Finally, it’s nice to see an OOH campaign that wasn’t generated by CGI (they are sooo early 2024…!).
Boots’ new 3D activation at Westfield’s Pump Station boldly and innovatively brings products to life with real ‘scent cannons’ that add an unexpected sensory layer. Enveloping passersby in fragrance, the experience is memorable and sharable on an entirely new level.
Digital Marketing Assistant
I’ve always loved seeing the rivalry between the UK’s leading supermarkets through their advertising. Tesco’s most recent campaign clearly shows this is still the case in 2024.
Tesco’s recent “Ooh Aah” campaign creatively uses everyday grocery items to spell out each letter in the brand name. Instead of displaying its logo, Tesco leverages its distinctive brand identity using its iconic colours, recognisable font, and well-known slogan.
This subtle yet effective strategy reinforces the brand’s strong presence in the minds of the general public without directly relying on its logo. For me, this is a hallmark of great marketing, as the brand is immediately identifiable, even in the absence of its name or logo.
In response, Aldi (in true Aldi style) decided to hijack Tesco’s campaign by using its own food items to a similar effect. This campaign was very clever on both ends and for me, it effectively adds to the ongoing ‘Which supermarket is the best value for money’ narrative.
