Brands That Warm The Cockles of Your Heart

Brands That Warm The Cockles of Your Heart
SHARE
THIS



Brands don’t just want to sell stuff, for today’s marketer, it’s about going the extra mile. The goal is to surprise and delight.

The approach was listed as the third most important benefit consumers want when joining a loyalty program, according to the recent ‘Share The Love’ report.

At ADMA’s Loyalty Schmoyalty event in Melbourne last month, loyalty program marketing firm Directivity’s CEO and co-founder Adam Posner said: “We have to put in more surprise and delight, unexpected rewards and random acts of generosity.”

But the practice works outside of loyalty programs too and is a great way for brands to curry favour with potential customers.

We invite you to sit back and prepare to be surprised and delighted by these brands and their attempts to charm the socks off consumers.

The Automated Thanking Machine

Canadian bank TD created an ATM that spat out more than just cash. In one instance, it gave a mother the opportunity to get her kids to Disneyland. Get the tissues ready:

Cocktail Mail

Chain mail used to put the fear of death into poor, unsuspecting recipients but Schweppes turned a negative into a positive with The Cocktail Chain Letter. Developed by Aussie experiential agency Traffik, the ‘letter’ made its way around Melbourne, delivering refreshing beverages to unsuspecting residents.

Tim Tam Tree

Who doesn’t wish Tim Tams grew on trees? In 2012 Arnott’s granted this very wish in Sydney’s Martin Place with the Truly, Madly Tim Tam Orchard, put together by experiential agency Mango and DDB Sydney surprising and delighting Sydney’s corporate types.

tim tam

Cadbury’s Joyville Train

When Cadbury’s Joyville steam train rocked up to Redfern station in Sydney, conductors alighted the train, armed with blocks and blocks of chocolate, delighting the crowd.

The arrival of the train was turned into a TVC.

Jetstar’s Pass the Parcel

For Jetstar’s 10th birthday, the budget airline celebrated with a giant game of pass-the-parcel, executed by agency The Royals. Giving away free flights, those lucky enough to have the music stop on them, so to speak, were able to choose what type of person they wanted to pass the parcel on to.

Coke’s happiness machine

Spreading the love on a Swedish college campus, Coca Cola installed a special coke machine which spat out little presents.

The Qantas Opera

Qantas surprised customers in its lounges with impromptu performances from Opera Australia of classic Opera songs. Created by PLAY Communications, the agency turned the lounges into stages. How delighted does this bloke look?

Qantas Opera - Low-Res-21

Virgin Australia’s High Tea

In October last year, customers on board a Virgin Australia flight from Sydney to Perth were surprised with high tea at 40,000 feet to celebrate the chef Luke Mangan’s three year anniversary with the airline.

art-Luke-Mangan-Virgin-620x349

Crust’s Portable Crust

To showcase the new flavours for Crust Pizza, Aussie agency Traffik built a portable dining table and drove it round Australia.

Finnair’s Dance

In Finland, Finnair celebrated India’s Republic Day with a surprise boogie for the passengers.

Westjet’s Christmas Miracle

Canadian airline Westjet brought Christmas wishes to life at the end of last year when passengers told Santa what they wanted for Christmas.

The luggage carousel turned into an array of beautifully wrapped goodies to those who had wished to Father Christmas.

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.