Friday, 7 August 2015

Women and children first

So many marketing activities seem rather insubstantial and throwaway in these digital days. But I've seen a couple of great ideas in the last couple of weeks that operate purely in the real world of things you can touch, hold and use to your benefit, both from brands thinking about the values of family and safety.

The first idea is from Hyundai, together with their agency CREO/Y&R in Slovakia. Slovakia is hit by reductions in hospital funding, with the result that many newborn babies are pushed around in supermarket trolleys. Hyundai have developed a hospital trolley specially for new borns, as a generous gesture to help young families while putting just a little branded hint in their direction exactly when they may be thinking about getting a new, safe, family-minded car.

And then there's an idea from Vodafone in India, together with Ogilvy Mumbai. It's an umbrella/parasol that doubles as a weapon (maybe inspired by the late, great Patrick MacNee?). The cultural observation and insight here is that many men from villages are forced to leave their wives and families to seek work in big cities. They send their earnings home via Vodafone's transfer service. Of course, women collecting the wages are feeling vulnerable enough anyway with their husbands away, but even more so carrying the cash around. So the umbrella can help to give them more of a feeling of security.

Simple, but effective ideas of substance. No deep philosophical insight, just a down-to-earth and practical understanding of people's needs at different times in their lives. And ideas that will still be there tomorrow.

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