Britain has been hit by the worst snow for 18 years. Schools closed and trains stopped running. The country seemed to come to a standstill. But the marketers are still out in force.
At the crack of dawn on Tuesday 3 February central London was not only covered in a thick layer of white snow but it was also in the midst of a branding blitz. By early afternoon, over 2,000 stamps had been stamped into the frosty white stuff at around 350 locations in the city. Nowhere was safe, including cars, post boxes, walls and street signs. Anywhere there was snow there was a branding opportunity.
The stamp itself was the logo of TV sports channel and lifestyle-brand Extreme. Known for alpine-adrenaline living, the channel chose the perfect weather conditions to get its message out there.
But what makes this campaign so unusual is not that it wasn’t just an innovative idea but that it wasn’t even planned by Extreme. The company was approached on the morning of the snow by creative agency Curb. The innovative agency boasts to be the first and only agency in the world to offer bespoke campaigns using solely natural earth elements. It prepared the stamps ahead of time and bided its time. When the call came Extreme jumped at the Curb’s proposal. And when the blizzard began so did the stamping.
Seeing as this has been the worst snow for 18 years, this truly is opportunistic marketing.
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