Marketing: innovative ideas from around the world

McCain multi-sensory bus stop ads

When McCain launched its new Ready Baked Jackets, it created 3D bus stop adverts containing heating elements. As people activated them, they released the smell of slow-baked jacket potatoes. The posters were located at bus shelters in York, Manchester, London, Nottingham and Glasgow. The shelters also dispensed money-off coupons. A novel way to encourage product trial, this multi-sensory campaign was a fun and interesting way to attract attention to the new addition to the McCain range.

 

3D QR codes in Korea

Korean retailer Emart created 3D QR codes that can only be scanned at lunchtime. Dubbed the 'sunny sale', the promotion was designed to improve sales at this typically quiet time of the day. The 3D sculptures work like sundials, and the shadow cast on them by the sun makes them complete for scanning only between noon and 1pm. Upon scanning the code, customers are directed to the company's website where they can find shopping coupons and special promotions. This was a completely new way to execute a time of day promotion, and give shoppers a unique experience.

Grolsch personalised beer promotion

Dutch beer producer Grolsch recently unveiled a fascinating promotion in the Netherlands and UK that allows customers to interact with a digital character in real time. Consumers could interact with a fictional police detective by texting him their name, which then appeared on his phone on Grolsch's website and a personalised reply was sent to their phone. Those who received a message to say the character knew them were sent a link to an e-coupon for a free pack of beer. This interactive promotion was highly engaging and took personalisation to a whole new level.

 

Evian automated re-ordering

Evianchezvous.com enables shoppers to re-order its bottled water direct from the home by pushing a fridge magnet shaped as a water drop. This is connected to the website via wi-fi, and places water orders and delivery preferences. Developing new ways for shoppers to order groceries is emerging as a major trend as retailing becomes an "anytime, anywhere" service.

Hellmann's recipe receipts

In Brazil, Hellmann's mayonnaise designed a novel way to encourage consumers to use mayonnaise for more than just sandwiches. Teaming up with supermarket chain St Marche, it installed special software in 100 of its till points as part of a three month experiment. The software recognised when shoppers bought Hellmann's mayonnaise and the other grocery products they were buying. It used this information to generate recipes that combined several ingredients from shoppers' baskets, and print them out on the till receipt. In the first month alone, sales increased by 44%. This is a great way to tailor a message and inspire shoppers to find new potential uses for a product

Source: Abi Lawrence Business Analyst, IGD
19 March 2013