Find out how they leveraged the popular cultural event of the Royal Wedding to continue to engage the audience.
(2) Molson Canadian & The Super Bowl
Molson Canadian (Molson Coors lead beer brand in the Canadian Marketplace) launched its new ad campaign on SuperBowl Sunday night at 6pm on You Tube, and has exceeded over 1,000,000 in less than 3 days (which is totally unheard of in a market of circa 30,000,000 people) through some clever planning by MEC Canada.
1) T-Mobile & The Royal Wedding (Source: Warc)
Challenge:
T-Mobile have a legacy of creating big populist advertising that captures the spirit of the nation, giving the Great British public what they want; when the economy tanked and everyone felt a bit glum, they did a Dance in Liverpool Street Station to cheer us all up; when people were coming home for Christmas they organised a mass Welcome Home in Heathrow's Terminal 5 and to celebrate Britain's love of Karaoke they got 13,000 people to a Sing-a-long in Trafalgar Square.
The opportunity:
On April 29th 2011, Prince William was due to marry Kate Middleton. This was (for the most part) a popular union and was gathering momentum as a big national occasion when people could feel positive amidst all of the economic gloom.
On April 29th 2011, Prince William was due to marry Kate Middleton. This was (for the most part) a popular union and was gathering momentum as a big national occasion when people could feel positive amidst all of the economic gloom.
T-Mobile needed to borrow energy and interest from culture, taking away the need for broadcast (due to a low budget) to drive interest. The Royal Wedding represented a huge opportunity from which to borrow energy and interest. One of the biggest events to occur in Britain for years, it was something that had captured the interest and imagination of an entire country.
Creative solution:
Whilst borrowing energy from the Royal Wedding would give us our desired cultural relevance we needed to ensure our content would get shared online. So we decided to tap into an existing online phenomenon. The 'wedding entrance dance' phenomenon that started around the time of our first flash mob seemed like the obvious match – in particular, the hit JK Wedding dance. Taking this as inspiration, and applying it to a Royal Wedding theme the T-Mobile Royal Wedding was born.
Whilst borrowing energy from the Royal Wedding would give us our desired cultural relevance we needed to ensure our content would get shared online. So we decided to tap into an existing online phenomenon. The 'wedding entrance dance' phenomenon that started around the time of our first flash mob seemed like the obvious match – in particular, the hit JK Wedding dance. Taking this as inspiration, and applying it to a Royal Wedding theme the T-Mobile Royal Wedding was born.
The core idea was to give Britain the Royal Wedding they really wanted to see. Tapping into national fever surrounding the Royal Family and offering a very different side to them; a side the British public would secretly hope was real.
Coupling a national event with an online phenomenon would give our idea the best chance of success. The execution used Royal lookalikes dancing down the aisle as seen in the popular JK wedding video
Commercial results
It has been demonstrated via econometric modelling that the Royal Wedding Viral film was the second most cost efficient campaign conducted by T-Mobile, coming in at only £19 per acquisition as compared to an average of £332.40 across all the other campaigns.
The Econometric model estimates that there were 6842 incremental connections (activations) due to Royal Wedding. The average Profit per connection = £21.86, and Total Profit for the average lifetime of a connection = £274.00. The total Media and Production costs came in at £310,000.00.
(2) Molson Canadian & The Super Bowl
Molson Canadian (Molson Coors lead beer brand in the Canadian Marketplace) launched its new ad campaign on SuperBowl Sunday night at 6pm on You Tube, and has exceeded over 1,000,000 in less than 3 days (which is totally unheard of in a market of circa 30,000,000 people) through some clever planning by MEC Canada.
The reason behind the success was the clever use of Search - MEC saw an opportunity around the SuperBowl to exploit. Leveraging on the insight that SuperBowl commercials are always the most anticipated, and people would search for these ads to watch them, for the 3 days after the big game we bought search terms in You Tube for SuperBowl commercials and people have been watching the Molson Canadian ad assuming that it must have aired and they missed it.
(2) Molson Canadian & The Super Bowl
Molson Canadian (Molson Coors lead beer brand in the Canadian Marketplace) launched its new ad campaign on SuperBowl Sunday night at 6pm on You Tube, and has exceeded over 1,000,000 in less than 3 days (which is totally unheard of in a market of circa 30,000,000 people) through some clever planning by MEC Canada.
The reason behind the success was the clever use of Search - MEC saw an opportunity around the SuperBowl to exploit. Leveraging on the insight that SuperBowl commercials are always the most anticipated, and people would search for these ads to watch them, for the 3 days after the big game we bought search terms in You Tube for SuperBowl commercials and people have been watching the Molson Canadian ad assuming that it must have aired and they missed it.
- You need established brand credibility Spoofing or playing off existing culture has backfired for many brands that get it wrong. T-Mobile had spent two years building up a foundation with its advertising which allowed them to take two very popular events, the Royal Wedding and the JK Wedding Dance, and play off them in such a way that the public would not only enjoy, but actively want to share.
- Being in tune with the cultural national (and international) pulse is critical Understanding what ticked people's boxes and how they feel and behave is as important as ever; knowing what makes people tick is what enables us to engage with them.
- Timing really matters Not only did we have to choose the right cultural event and release our content at the right time so as not to be overshadowed by the real event, we also had to ensure that our cultural references would be understood and still topical.
- And it's still about outstanding content Even with our brand legacy, relevant context and perfect timing, the reality is that no matter what the medium, you still need outstanding creative content in order to cut through and get people to engage and share.
- Above all, it's about being brave We should never forget that great creative work comes with a risk attached. It's all too easy to play safe and achieve mediocrity. Brave clients get outstanding work.
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