KFC's "Chicken Town" campaign demonstrates the value that can be found in imitations, as it looks to repair and enhance its brand image in some unexpected ways.

Have you ever been asked “Fancy a VFC?”, or found yourself in a YFC at 2am? KFC’s imitations can be found in most towns and cities. Indirectly, they've become one of its most powerful marketing tools, with fried chicken shops desperate to achieve the levels of success that KFC has managed.

It’s unsurprising that KFC has now decided to play on this in its latest campaign, where we take a Wild West-themed ride through “Chicken Town”.

Overwhelmed by the myriad of imitations, it’s clear that the driver of the cherry red Lincoln Continental is not about to be tempted by any of the imitations on show.

In this Campaign of the Week, we’ll take a look…

"Self-indulgent, poorly written shite" that screams "me! me! me!" before the needs of the customer.

Over the last few years, Oasis has released campaign adverts that play on the advertising industry. Calling out the behind-the-scenes thinking of adverts in order to appeal to what seems to be an edgier and cooler new generation who it thinks are tired and bored of adverts. But has it gone too far with the release of its latest line of adverts, by promising to stop all advertising if the brand hits its sales targets? It seems like a cheap gimmick to me that neither inspires nor impresses me to buy Oasis' drinks. Also, let's not forget that it's also probably a lie just to get people engaging/talking about its ads - will the brand really stop advertising? Let's take a look at its full #refreshingstuff campaign and why it's not really that impressive, or creative.

Adverts that calls out…

In its recent comparative advertising campaign, Google promotes its Pixel 3a model as a cheaper and higher quality choice over Apple’s XS, putting it side-by-side with the Apple product in a face-off of the tech giants.

Why beat about the bush in advertising when you can directly compare your own product to a competitor’s higher-priced and (in Google’s opinion) inferior one? We’ve seen examples of this kind of advertising for many years, from supermarket chains’ regular competitor comparisons to the “Get a Mac“ campaigns of the noughties. It appears that Google felt it was high time that this time round a company went after Apple. Indeed, Google has set its sights on Apple, with billboards and video ads from the Alphabet-owned company claiming that the Pixel 3a provides better quality low-light photography at a fraction of the…

Brand marketing needs to be engrained into the genetics of the brand

The Walt Disney Company has a long and interesting history that spans almost 100 years. It was founded by brothers Walt Disney and Roy O. Disney on October 16, 1923. Originally, the company was called ‘Disney Brothers Cartoon Studio’. At first, they established themselves in the animation industry before extending their interests to producing live-action films. The business has also operated using the names ‘The Walt Disney Studio’ and ‘Walt Disney Productions’. It didn’t take on its current name until 1986. After the success of the films, Walt Disney started building parks, the first of which was Disney World in Florida. He was a very clever man and even bought the land under multiple company names so that locals would not hike the land prices. That ingenuity spread into their marketing strategy and I'm going to show you how they…

How do you go viral without social media?

Lost was created by Jeffrey Lieber, J.J. Abrams and Damon Lindelof, was produced by Bad Robot Productions, and was filmed almost entirely on location in Hawaii. The show was produced by ABC Studios and aired on the ABC network in the US. The show was also distributed across the globe with the UK showing it on Channel 4, which is where I got my hands on it. On top of it's brilliantly intricate (and often convoluted) storytelling, Lost was also known for its innovative nontraditional marketing. This came as a world-spanning alternate reality game (ARG) in 2006 called The Lost Experience. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] The game first began on May 2, 2006, in the United Kingdom, May 3, 2006, in…

How sparking debate can reward the risk-takers in advertising

Despite the immediate public backlash around the British Army’s latest recruitment campaign, data suggests that it led to a drastic turnaround in the organization’s well-known struggles to bring in new recruits in recent years. While certain behaviours of the younger generation are seen as faults (from binge gamers’ obsessive drive to snowflakes’ overly emotional state of being), the campaign aimed to explain that these flaws can, in fact, be valued character traits among army personnel. In this blog, I’ll take a look at this emerging demographic before delving into the immediate public reaction post-launch, the campaign’s results and the risks involved with a campaign of this nature.

Who are "Generation Z"?

Often to the dismay of those defined as "Generation Z" - much like the Millennials who came before them - the…

Coca-Cola prove that sounds - or a lack thereof - can produce powerful results in advertising

“Try not to hear this” is the tempting message behind this campaign, and you’d be hard pressed to find many consumers capable of doing so. Coca-Cola’s latest campaign reminds us all of the position this brand occupies not just in the market, but in our own subconscious. All that’s required to hear the satisfying sound that precedes the experience of drinking Coca-Cola is catching sight of one of the three print ads that make up this series: The popping of a bottle cap from a glass bottle of Coca-Cola The fizzle of a freshly poured glass of the drink …

It takes guts to make your brand stand out from competitors, so be different

In 2006, Dos Equis used a different ad campaign approach to selling beer. Instead of positioning their product as a must-have for getting the attention of attractive women, Dos Equis turned their beer into something that promoted distinction and curiosity. What makes people buy? The best advertising campaigns are able to invoke an emotional response from consumers, connect, and engage with them at their core. A product rarely achieves advertising success based solely on merit. The best marketing and ad campaigns psychologically and emotionally create a response in all of us. With the growth of the internet and social media, brands are constantly fighting over the attention of consumers. To make your product or brand stand out you must get creative, and that is exactly what Dos Equis did.

The play

It was created…

Campaign of the Week: Spotify use their data analytics in a risky but elegant marketing campaign

When it comes to data analytics and marketing campaigns, you don't often find common ground within the B2C arena. I myself have what could be described as an unhealthy fascination with data analytics. We won't go into that now though, instead let's talk about how Spotify made it cool with not just millennials, but everyone. Their "2018 Goals" campaign was the perfect way to sign off an impressive 2017. [si_guide_block id="84595" title="Download Free resource –Integrated marketing megatrends" description="Learn about the 10 megatrends that have already helped leading companies future-proof their strategies by ensuring all aspects of marketing are integrated."/]

The play

Spotify experienced an impressive 2017 with the brand starting to hit a sharper growth curve than any years prior. This meant that they saw 40% growth in revenues and clawed back…

Always managed to approach an important social issue perfectly within a global marketing campaign

We continue our series of looking back and brand marketing campaigns that will resonate for decades to come. Next up we have Proctor & Gamble's Always brand and their 2014 #LIKEAGIRL campaign. It will forever be remembered not for the content of the advert, but for the conversation it sparked in society. [si_guide_block id="29978" title="Download FREE Resource – Essential marketing models" description="15 classic planning tools to inform strategy development."/]

The Brief

Always’ commitment to empowering girls through puberty education dates back decades. Yet in 2013, P&G realized the brand’s purpose wasn’t apparent to the new generation of consumers. Always’ brand communications had remained focused on product performance, while its main rivals had moved on. The challenge was to build a fresh and more meaningful understanding of confidence which would resonate with the…

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