The Garanti Bank in Turkey Drops Stuffed Animals from the Sky
Laura McQuarrie — June 8, 2013 — Marketing
References: ikarusevent & creativeguerrillamarketing
The Garanti Bank in Turkey came up with an unusual way to promote its services: it sent a glider up into the skies to drop stuffed animals attached to parachutes. People love getting free stuff, and when it drops into their laps from the sky, it is even more exciting.
For this campaign, the Garanti bank enlisted the help of Ikarus Events, which has done several promotions in the sky for other companies. Although the choice to send stuffed animals dropping from the sky may have been a practical decision for their softness, the company could have just as easily chosen t-shirts.
The decision seems to promote family-friendly services by targeting a youthful demographic. With the presence of kids on social media, this is an effective way to spread publicity for the bank.
For this campaign, the Garanti bank enlisted the help of Ikarus Events, which has done several promotions in the sky for other companies. Although the choice to send stuffed animals dropping from the sky may have been a practical decision for their softness, the company could have just as easily chosen t-shirts.
The decision seems to promote family-friendly services by targeting a youthful demographic. With the presence of kids on social media, this is an effective way to spread publicity for the bank.
Trend Themes
1. Experiential Marketing - Dropping stuffed animals from the sky engages consumers in a unique and memorable experience, making experiential marketing a disruptive innovation opportunity.
2. Guerrilla Advertising - Using unconventional methods like dropping plush toys from the sky creates a buzz and garners attention, presenting guerrilla advertising as a disruptive innovation opportunity.
3. Social Media Activation - Leveraging the presence of kids on social media, the campaign can generate organic buzz and user-generated content, making social media activation a disruptive innovation opportunity.
Industry Implications
1. Banking - Banks can explore unique and engaging marketing campaigns to promote their services and connect with a younger demographic, creating disruptive innovation opportunities within the banking industry.
2. Event Management - Event management companies can specialize in executing unconventional promotional campaigns like dropping plush toys from the sky, embracing disruptive innovation within the industry.
3. Toy Manufacturing - Toy manufacturers can collaborate with banks or brands to create custom stuffed animals and parachute sets for promotional campaigns, presenting disruptive innovation opportunities in the toy manufacturing industry.
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