Science and creativity, what a concept

Science and creativity, what a concept
SHARE
THIS



It's interesting to unpack the latest iteration of the Coca-Cola ‘Happiness’ campaign (execution appears to be initially out of Amsterdam) from an evidence-based marketing standpoint.

First up, over the last couple of years there's been something of an about turn as my point-of-view has shifted from a digital-centric view to one much more influenced by investigations into the science of advertising, and how that combines with things like behavioural economics and other social sciences.

One of the key influences in this has been getting to grips somewhat with some marketing science principles outlined by Dr Byron Sharp, professor of marketing science at the University of South Australia and director at Ehrenberg-Bass Institute for marketing science in his book How Brands Grow.

Dr Sharp debunks a lot of conventional marketing theory and proposes a framework for building brands based on what works in scientific practice.

In a nutshell How Brands Grow identifies that real challenge of marketing is principally about availability – mental availability and physical availability.

The splendid Coca-Cola activation appears to be an almost text-book example of this practice.

In the clip you see the Coca-Cola truck take-over a grey urban space by creating a pop-up park resplendent with trees, grass and a Coke vending machine. Passers-by are invited to kick off their shoes and receive a free Coke.

http://www.youtube.com/watch?v=6Ih0Drtuufc

The activation seems to match HBG's seven rules for brand growth to the letter.

1. Continuously reach all buyers of the category – avoid being silent.
While always-on is a social media buzzword de jour, real always-on means being constantly being available. The Happiness campaign (of which this is an iteration) never stops, and hasn't stopped.

2. Ensure the brand is easy to buy (communicate how the brand fits with the users life).
This iteration is entitled ‘Where Will Happiness Strike Next?'. Coke brings you happiness. This is how it fits. It’s an emotional outcome, rather than a fabled emotional 'connection'.

3. Get noticed (grab attention and focus on brand salience to prime the users mind).
Case in point. And just feel your mirror neurons fizzing. This is actually a piece of real social media, a social object. A public intervention that lets people see each other so that they can copy each other.

4. Refresh and build memory structures (respect existing associations that make the brand easy to notice and easy to buy).
The physical cue of taking of shoes and stepping on the grass is a nice little bonus hedonic boost. And you get rewarded for doing something. Attitudes follow behaviour, remember.

5. Create and use distinctive brand assets (use sensory cues to get noticed and stay top of mind).
The coke bottle shaped grass, red everywhere amongst the grey. Happy smiling people using the product. Simple.

6. Be consistent (avoid unnecessary changes, whilst keeping the brand fresh and interesting).
One could argue that coherence rather than consistency is better description but again, the brand idea remains the same as it ever was, the creativity is in finding new exciting expressions of the core idea.

7. Keep the brand is easy to buy and avoid giving excuses not to buy eg by targeting a particular group or groups. Look at the people in the video. There’s no segmentation going on here. Happiness (ergo Coke) is for everyone. Even the multi-ligual intro indicates this.

So what if it's semi-staged. It's advertising.

Eaon Pritchard is Head of Strategy at Sputnik

Please login with linkedin to comment

Latest News

GDPR “Could Be A Content Killer”, Says Expert
  • Advertising
  • Media

GDPR “Could Be A Content Killer”, Says Expert

The way the European Union’s General Protection Data Regulation (GDPR) is interpreted could have a severe impact on publishers, according to one expert. The GDPR was introduced on 25 May 2018 to help consumers protect their data and reshape the way organisations approach data privacy through a consent model. Speaking recently at a roundtable event […]

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.