Big brands develop campaigns and services that resonate locally
Implications - In an effort to capitalize on the push toward local products and services, large brands are engaging in hyper-local campaigns and services. Expanding outside of merely appealing to local consumers' interests, such hyper-local targeting positions the brand as being in touch with shifting customer expectations and region-specific traditions and norms.
Workshop Question - If you were to launch a hyper-local campaign or service, how would you effectively connect with specific areas?
Trend Themes
1. Hyper-local Targeting - Big brands develop campaigns and services that resonate locally by engaging in hyper-local campaigns and services.
2. City-specific Promotions - Spotify Canada has launched a series of city-specific playlists that celebrate the particular lifestyles associated with neighborhoods in Toronto, Montreal, Calgary and Vancouver.
3. Climate-sensitive Advertising - Coca-Cola created billboards that adapt to weather changes, changing messages to reflect the current temperature.
Industry Implications
1. Food and Beverage - McDonald's created the McBike, a food package holder that easily hangs on a bicycle so that cyclists can grab dinner on-the-go.
2. Marketing and Advertising - Brazilian advertising agencies teamed up to create a billboard that kills Zika virus-carrying mosquitoes.
3. Hospitality and Tourism - 'Spectator Beds' by ibis Hotels offers an enhanced viewing experience for people watching sporting events.
7 Featured, 62 Examples:
386,078 Total Clicks
Date Range:
May 14 — Jun 16
Trending:
Warm
Consumer Insight Topics:
