Brands That Warm The Cockles of Your Heart

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.
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?
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.
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
30 days of Fashion and Beauty Advertising Standards Bureau Captain's Choice Cath Stone Hawker Britton Labor Manboom Sirens Victoria Weiden + KennedyLatest News

Hurry: Entries Close This Friday For Snapchat Young Lions!
Entries close this Friday for Snapchat Young Lions! No warning bells, no air horns, no firing of a small canon. Nothing.

Voting For B&T’s 30 Under 30 People’s Choice Awards Is Now Open!
Of all the awards B&T hands out, THIS is one of our favourites. That & our in-house 'staff f@ck-up of the month' trophy.

“The Future Of Our Industry Lies In Collaboration”: How Ad Tech Can Come Together Without Cookies
As the saying goes, "there's no 'I' in team". There are several in 'advertising industry' however.

Mark Zuckerberg Says Realistic Avatars Will Be The Future Of VR For Facebook
Here's good news for the single and desperately alone, Facebook wants you to date an avatar of yourself!

National Indigenous Television Appoints Jack Latimore Managing Editor Of NITV Digital
NITV has announced that Jack Latimore, acclaimed writer and journalist, and proud Birpai man with family ties to Thungutti and Gumbaynggirr/Bundjalung nations, has been appointed Managing Editor of their digital offering. Latimore has been acting in the position since last December. Before that, he was Digital Editor at NITV. His promotion sees his remit expand […]

5,000 Votes Later, These Are Your Top Five 30 Under 30 People’s Choice Awards Nominees
B&T's server barely coped with yesterday's announcement of People's Choice. Well, we doubt it was that cloud article.

Are Media Launches TRENDtalks, A Category Insight Series For Marketers
Magazine publisher Are Media continue to unveil a raft of initiatives that have little to do with publishing magazines.

Verizon Promotes Simon Wheeler to Senior Director Of Content
Verizon Media has promoted Simon Wheeler to senior director of content, following significant growth of Verizon Media’s Australian media brands. Under his new regional remit, Wheeler will lead editorial strategy in English-language regions, including Australia, India and South-East Asia. Editorial teams in India and across South East Asia will now report into Wheeler under the […]

Spirit Super Appoints Common Ventures As Creative Partner
Nothing says "I'll be working until I'm 107" quite like opening the latest super statement in the mail, does it.

Subaru Launches New Outback With Homage To The 80s In New Campaign Via The Works
This wonderful 80s-inspired car ad will arguably make no sense whatsoever to anyone aged 35 or under.

Destination NSW Launches New Media Centre
A message to Destination NSW - yep, you got us, we're not going anywhere else now, are we? Rack that travel cue, we say.

Howatson + White Snares Allianz’s Creative Away From TBWA As Its Foundation Client
Howatson + White hurriedly forced to switch their car's green slip insurer after snaring Allianz as inaugural client.

electriclimefilms Vows To ‘Shape An Inclusive Culture In Film And Media’
Since its inception in 2010 of bringing expressions of art to commercial films, electriclimefilms has been seeking and taking firm steps towards moulding an inclusive culture within the workplace and film industry. In a male-dominated industry, the film house prides themselves on a growing female presence across Dubai, Singapore and Sydney; seventy per cent of […]

Jon Foged Appointed To Kantar’s ANZ Leadership
Jon Foged promoted to MD of Kantar's ANZ insights division. Also exhausted by constantly adding "it's without the 'h'."

YouTubers Expose Royal Experts For Lying About Harry And Meghan’s Oprah Interview
Despite Oprah's probing interview, we're none the wiser to the family's hatred of Fergie or if the Queen ever farts.

The Royals Unveils ‘Perfect Match’ Campaign For Home Loan Lender Athena
All but given up on ever owning your own home thanks to insane property prices? Feel the rage with this comedy spot.

Special Group Adds Matt Bladin And Phoebe Sloane To Melbourne Creative Team
Special Group snare award-winning duo for Melbourne office. And by "award-winning" we mean not just third in backstroke.

CHEP & Aptamil Toddler Launch Campaign To Help Mums Return To Work
Nothing screams "I'm a new parent" quite like the bags under the eyes and the vomit down the back, does it!

“Women Belong In The Kitchen!” Burger King Flame Grilled For Tone Deaf Ad
B&T's labelling this article as crisis management, but it's really about laughing at people stuffing-up really badly.

Monday TV Wrap: Meghan And Harry’s Oprah Interview Resoundingly Wins The Night For 10
Oprah's Meghan and Harry tell-all proves a winner for 10, but not for New Idea's printers forced to work to 5am.

The Ads I Wish I’d Made: CCG’s Ant Melder – “Pot Noodle’s The Ring Transcended The Brand”
It's the latest in B&T's video series 'The Ads I Wish I'd Made'. And, yes, it excludes the pre-roll ads on the YouTube.

Those Stories About Your Brand’s ‘Social Impact’ Are A Waste Of Time – And Money
This expert argues brands blabbering on about their social impact is a waste of time & money. And you read it for free.

Sacked Channel Seven Presenter Simon Reeve Settles Court Battle With Network
Ryan Phelan, Andrew O'Keefe and now Simon Reeves! It's been a big year for ex-Seven employees' legal teams.

Data, Identity And The Art Of Keeping It Simple
Here's a piece titled "data, identity & the art of keeping it simple". And, to the author's credit, he's kept it simple.

Working Mums Are Always Asked, How Do You Manage Career And Family? Let’s Build A Society Where This Isn’t The Norm
This should've run yesterday for International Women's Day. But in B&T's defence, it was $10 schnitzels at our local.

Never Not Creative Launch Never Not International Women’s Day Campaign
A platform that shares talks addressing the challenges of women in society by women and male supporters in our industry, live, on-loop 24.7.365.

First-Party Data, Transparency And Aggregation: Tips On Surviving A Cookieless World
This headline does suggest you're in for a heavy techy read here. But fear not, even B&T understood a good 60 per cent.

UnLtd Big Clash Cricket Tournament Returns To Raise $160,000 For Children At Risk
UnLtd's industry cricket tournament raises $160,000 for kids, at the same time costing $7435 in smashed windscreens.

QUT And BCM Launch Campaign Celebrating Women In STEM
QUT’s long-term agency partner, BCM, has developed a thought provoking and impactful campaign for the university to coincide with 2021 International Women’s Day.

NRMA Insurance Unveil Next Instalment Of ‘Every Home Is Worth Protecting’ Campaign, Via The Monkeys
To demonstrate that every home is worth protecting, NRMA Insurance has released its latest campaign that sees the return of young boy Sammy as he continues his quest to look out for the homes of Australia’s iconic but vulnerable koalas. Created by The Monkeys, part of Accenture Interactive, the campaign centres on Sammy as he […]