Allegro (the Polish eBay, some would say) celebrated 10 years with this award-winning “Climb on Anything†ad campaign by the BRAIN ad agency. The gimmicky campaign included household item-shaped rock climbing holds and the slogan, “Allegro. 10 years on top and still love climbing.â€
The “Climb on Anything†holds include shoe, cup, and lightbulb shapes. They're not only cute, but decidedly clever. The rock climbing metaphor is perfect for business: It's adventurous and competitive.
Implications - I'm sure that the creative designer behind this project, Asiya Malinowska, would agree that the adventurous, yet competitive nature of metaphorical climbing is super current. Designers Anna Loskiewicz and Piotr Stolarski would also attest to the effectiveness of this eBay ad campaign.
Metaphorical Climbing
The 'Climb On Anything' Ad Campaign for the Allegro 10th Anniversary
Trend Themes
1. Metaphorical Advertising - The use of metaphors in advertising to create a sense of adventure and competition is a trend that is gaining popularity.
2. Creative Marketing Campaigns - The use of clever and gimmicky marketing campaigns, such as 'Climb On Anything,' is a trend that is becoming increasingly effective.
3. Interactive Advertising - The use of interactive advertising, such as the rock climbing holds in the 'Climb On Anything' campaign, is a trend that is engaging consumers in new and innovative ways.
Industry Implications
1. Advertising - As advertising becomes more competitive, there is growing demand for innovative approaches that capture consumer attention and create a sense of excitement and adventure.
2. Marketing - As marketing strategies evolve, businesses are increasingly turning to creative and interactive campaigns that differentiate their brand and engage consumers in new ways.
3. E-commerce - The success of the 'Climb On Anything' campaign for Allegro (the Polish eBay) suggests that e-commerce companies can benefit from innovative and memorable marketing campaigns that create a sense of community and excitement around their brand.