Have you seen the latest campaign video by UNICEF Sweden? If not, watch it first and then read on.
The video features character representation of three of the most respected personalities – Jesus Christ, Mother Teresa and Mahatma Gandhi having dinner and complementing each other for their noble work. The twist in the video happens when an ordinary man shares his way of doing a good deed.
So here’s MARKETING LESSON # 1: SIMPLICITY IS THE BEST FORM OF CREATIVITY
That’s right! In an effort to think BIG and INNOVATIVE, most often we forget the most important word – SIMPLICITY. This video is not only creative, but simple as well. Simple here means no using high-end technology or jargons. If you watch it carefully, the ad wins on 2 elements:
1) Connecting the action of donating with good deed, which is done by good people
2) That one sentence towards the end – “I just clicked a banner”
Consumers are smart enough to understand the ad because they see banners every day and almost everywhere on the Internet, and can relate to their experience.
After releasing the above video, UNICEF further launched two follow-up videos as part of the same campaign.
MARKETING LESSON # 2: BUILD A STORY AROUND WHAT YOU ARE SELLING AND ADD SOME FUN TO IT
None of the three historical figures are connected to UNICEF. However, the connect between all of them lies in doing something good for the society, and the synergy is weaved aesthetically to create a short story and intrigue the viewer.
Thanks to the story of the ordinary person in the second video, viewers had a reason to smile. His story started off describing about his life, and then leading to the core message. Similarly, brands need to talk to people not in a hard-selling or disoriented way, but by way of telling an interesting story that leads to the core message.
MARKETING LESSON # 3: EDUCATE CONSUMERS ON WHAT’S RIGHT FOR THEM
The third and final video in the series tells people what they need to do when they come across this campaign-related banner. If a person, who has seen these videos, comes across the banner, he’ll not only recall the ad but also might click with a high possibility. Nonetheless, even if he doesn’t click on the banner, UNICEF has effectively communicated that it is here to do good and help you do good as well!
This is probably the most challenging part for any brand – educating people and telling them what’s right for them to do. One of the best ways, as depicted in this ad, is demonstrate. Demonstration helps a person better understand what is expected from him.
What do you think about this campaign by UNICEF? Are there any more marketing lessons that you would like to share?