A typical close to the weekend characteristically involves a quiet night in with a couple of glasses of wine. Except Sunday 03 February saw 108.4 million worldwide awake, alive, alert and enthusiastic, glued to watching The Baltimore Ravens defeat the San Francisco 49ers in the annual US Super Bowl.
But aside from the highly anticipated advertising brilliance, came one of the latest creative strokes of genius when within minutes of a blackout, Oreo tweeted this ad with the caption “Power out? No problem.”
Now, this may not seem so impressive should it have taken months of planning and weeks of execution, but it didn’t. Thinking ahead and having the right people in the right place at the right time meant that Oreo could act fast and jump feet first straight into an opportunity – an opportunity that secured them thousands of retweets and ‘likes’ on Facebook, and meaning that the most powerful bit of marketing during the advertising industry’s most expensive day may have been free.
Needless to say, us healthcare bods (in the most part) can’t jump on chances at such a pace, with the ‘real world’ somewhat unaware of the multitude of regulations under which we operate. However, there is a vast amount that we can learn from FMCG initiatives and ways of working. For us as an agency, it’s crucial to ‘bring the outside in’ to the healthcare setting, all underpinned with the expertise we’ve acquired through the years. It’s not about going against the grain for the sake of it, but ensuring that our campaigns resonate, capture attention and have legs beyond the health pages.
It’s therefore more apparent than ever that whispering isn’t going to capture attention and drum up support, but forward, different and intelligent thinking will.