Crew Review: 2012 marketing campaigns

There was a lot going on in the world of marketing for 2012, including the most expensive US election in history (welcome back, Obama). This week the crew takes a look at what they personally found the most memorable campaign from last year.

B2: Red Bull Stratos Space Jump — Gives you wings (or makes you a freaking spaceman). Almost the entire world was watching when Felix Baumgartner stepped out and took a 22-mile freefall to earth. The epic publicity stunt, sponsored by Red Bull, became an instant social media smash with 8 million live views on You Tube. With international news coverage, a space jump montage song and endless mentions on Twitter and Facebook, a marketing campaign at this level really does produce results. This stunt not only made history, it easily cemented Red Bull as one of the top dogs of marketing advertising. Step aside Nike!

Jade: Dumb Ways to Die for Metro Trains. It was the fastest spreading viral campaign in Australia ever, clocking 2.3mil views in the first 48 hours. This was a clip that had no media spend, and the message was not something brand new or even overly exciting, yet they made Aussie marketing history.

Adam: Marvel Now – Join the Revolution. Obviously pushing from my nerd leanings, this campaign promoted a new vision, creative direction and digital push for Marvel comics at the end of 2012. This has allowed for rising sales and also renewed interest in Marvel products (especially after the success of the Avengers film).

Sascha: GoPro’s athletes marketing campaign. Since their product is a high definition sports mini camera, they based their campaign mainly on viral video. They recruited “GoPro athletes”, similar to what Red Bull does. Then they filmed them doing their thing using their cameras. The reason the videos went viral is because they were modern and used highly detailed slow motion shots in combination with a genre of music that became much more popular in 2012 (dub step). So you have a combination of extreme sports, slow motion capture, popular music tracks, a modern and edgy design to their website and products to sell high end sports camera that can survive extreme conditions. I don’t think they could have done any better. And they do a giveaway called “the everything we make giveaway”, where they people enter through their website and one person per day wins everything GoPro makes, camera, attachments and so forth.

Bonnie: State Insurance. I saw this campaign in New Zealand – it was a really quirky, yet effective ad that caught my attention and I actually remembered to tell the crew about it when I got back to the office.

Maeve: Fantastic Delites’ Delite-O-Matic vending machine. They placed it in a shopping centre, which handed out free samples to passers-by – for a different kind of price. At first the machine asked people to tap the button multiple times (one woman did so an impressive 5,000 times), and then moved on to more silly tasks like doing the chicken dance, one-handed press-ups, and generally getting people to make idiots of themselves. The machine became somewhat of an attraction in the shopping centre featured, drawing large crowds to see what lengths someone will go to for a free packet of chips.

Ash: Red Bull Stratos Space Jump. It’s the one that sticks in my mind the most. More than 8 million people tuned in to watch Felix Baumgartner jump from the middle of the earth’s stratosphere live on Oct 14, and I was one of them. This was made the most watched live stream EVER, and the 23-mile jump, sponsored by Red Bull, became an international news event. I think no matter who it was sponsored by, the campaign would have ignited coverage, it’s something you don’t see every day, let alone every decade. He can keep jumping from space, I’ll stay on the ground and keep drinking my Red Bull 🙂

Amy: FedEx Express World Campaign. I’m a big fan of simplicity and I love that this ad is exactly that, both in message and in execution. Using FedEx is as easy as opening your window or door and handing it over, and FedEx will look after the rest!