5. Is there an everyday issue your product can fix? Get your product to people who suffer the most from that issue!
Every brand should have a reason for being, so attaching your product to an everyday problem will help to ensure that people never forget why the product matters...AND to double down on your product's importance, your campaign might as well talk to the people who suffer the most from that everyday issue.
The fun part of the execution is then figuring a way to get the useful product to the person needing it the most. It can easily become a campaign to boost sales if you can figure a way to quantify ‘the need’ and turn it into a discount!
So what are the examples?
Giving special discounts to people who have to bike through the steepest hill to work.
The Steep Discount
Remind drivers right at the moment they realize they have made the wrong decision to use trains next time.
Data VS Car
Giving special discount based on how 'hangry' the internet appears to be.
Hungerithm
Encourage drivers to switch to bikes by giving discounts based on the CO2 emissions from their current cars.
Car-2-Bike
Warning people most in risk of catching flu to prepare themselves.
Theraflu Tracker
Informing other mobile network users exactly how much their data is over-costing them to encourage them to change.
Data Into Dollars
Reaching other mobile network users right in the moment their network is down during important sports matches.
What You Missed
Convincing people who live closer to one airport to fly out of it instead of their usual further away choice.
Real Time Data Taxi Top
Convincing Americans to open their minds to visit Mexico with discounts based on Mexican blood they actually have.
A World Without Borders
Giving special discount for air conditioners to people with bigger noses as they supposedly breath in more air.
Big Nose