Back when I was 9 years old, I loved wrestling, but most importantly I loved The Rock.
I mean what’s not to love? He’s the people’s champ, had legendary signature moves, unbeatable one liners, and a fantastic set of sideburns.
In fact, I loved his haircut so much I attempted to copy it. I didn’t just tell the barber what I was looking for, instead I smugly pulled out my Rock wrestler figure and uttered - I WANT THAT!
When we’re trying to tell someone about something, it’s much easier to just show them.
And it doesn’t just work for haircuts inspired by ‘the most electrifying man in sports entertainment’ either.
Show consumers the benefit of your product or service instantly, by adopting a feature-driven approach to marketing.
So with that said, here are;
5 feature-driven product campaigns
that do all the talkin’
1) 3M - $3M Bus Stop
3M put their money where their mouth is, with this highly engaging out-of-home campaign.
Their product Scotchfield is a see-through film that when applied, makes glass stronger.
They challenged the public of Toronto to break the glass, and if anyone succeeded they’d keep the cash.
Repeated, failed attempts to break it showcased the strength of their product, and meant 3M didn’t have to part ways with any of their hard earned moolah.
2) Hunter - Greenhouse
Hunter let it rain in New York, with their greenhouse campaign.
They proved their waterproof raincoats and brollies will keep you dry with this top-notch shower test activation in the big apple’s Grand Central station.
They did miss a trick by not extending the idea to social media however!
Outdoor brand Arc’teryx had a shower test of their own on TikTok, with a challenge that resulted in hundreds of pieces of UGC, showcasing the brand's premium waterproofs.
3) Shot on iPhone
The iPhone is packed full of amazing features, but for this campaign, Apple decided to focus on just one - the camera.
In 2016, Apple invited users of iPhone 6 to upload their best photos with the hashtag ‘Shot on iPhone’ to Instagram and Twitter. The best were chosen and displayed around the world on 10,000 billboards, with the simple tagline ‘Shot on iPhone’.
In recent years they’ve taken the idea even further by creating a set of documentaries, and shooting music videos for Selena Gomez and Lady Gaga entirely on the iPhone 11.
4) Honda Fit - Funnel Campaign
The Honda Fit or Honda Jazz in the UK, is a small car with a big, spacious boot.
This simple yet clever funnel campaign shows just how much you can fit into it.
An eye-catching out-of-home campaign that has left me completely flabbergasted.
5) Ikea - Living Room in Paris
Ikea transformed 4 busy Paris Metro station platforms into living rooms, inviting consumers to test out their comfy sofas.
They took one of the most uncomfortable seating situations in a commuters day, and made them feel right at home.
I’ll leave you this week with a bit of food for thought;
What is your product or service's best feature and how can you best showcase it to your customers?
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Thanks for reading, this issue was written byDominic Apes(NORTH - Senior Marketing Manager). If you fancy a chat, then please reach out!
N21, Silverbean, Ortus and North, 166 Brinkburn Street, Newcastle upon Tyne, Tyne & Wear
