Zeze Biscuit's Free Net Treats People to Rest and Relaxation
Laura McQuarrie — February 17, 2015 — Marketing
References: adsoftheworld
Zezé Biscuits' deceptively named 'Free Nets' are hammocks set up throughout Brazil, enticing people with the chance to put their feet up, relax and take a break from the Internet. The Free Net hammocks are stationed beside the sign for Wi-Fi, making it seem as though free Internet would be available at this location. However, the logo is modified to make it seem as though there's a man sprawled out in the curved Wi-Fi signals like a hammock.
The stunt is incredibly simple, but it's a clever way to get people to slow down and enjoy some of the slower moving things in life. Although the Zezé Biscuits logo can be seen at the bottom of the Free Net signs, this is the only place it appears and there's no pushing products on people who take a minute to relax, which is truly refreshing.
The stunt is incredibly simple, but it's a clever way to get people to slow down and enjoy some of the slower moving things in life. Although the Zezé Biscuits logo can be seen at the bottom of the Free Net signs, this is the only place it appears and there's no pushing products on people who take a minute to relax, which is truly refreshing.
Trend Themes
1. Slow Living - The restful public hammocks trend taps into the desire for people to slow down and enjoy the simpler things in life.
2. Digital Detox - The Free Net hammocks highlight the growing need for people to disconnect from the Internet and take breaks from technology.
3. Experiential Marketing - The clever use of hammocks by Zezé Biscuits demonstrates the potential of experiential marketing to engage and captivate audiences.
Industry Implications
1. Hospitality - The hospitality industry can incorporate restful public hammocks as a unique offering to guests, promoting relaxation and rejuvenation.
2. Wellness - The wellness industry can utilize restful public hammocks as a tool for encouraging people to unwind and prioritize self-care.
3. Advertising - The advertising industry can learn from Zezé Biscuits' approach of creating memorable experiences that resonate with consumers without overtly promoting products.
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