So, you’re busting for the loo and you’ve no idea where there is one. Whip out your iPhone, tap on the new ToiletFinder UK app and it finds you your nearest public toilets. Not only that, you can upload ones that aren’t on there, thus growing the app and its usefulness. Nice eh? With the help of my friends at BeTomorrow, I produced this app for WaterAid to coincide with World Toilet Day (yes, there really is one!) – 19 November, 2 days time. Just launched, it not only finds you a loo, it highlights the need of proper sanitation for 2.6bn worldwide. If Apple can be persuaded, in the near future, you’ll also be able to donate simply to the charity via the app – just to say thank you for helping you out when you get caught out.
Must go now – I need a wee.
Whenever I speak to my creative teams these days about a brief, shortly after reading through the proposition, I always ask the same thing – how will you get people talking about it? You see, when people talk, the message is passed on – obvious really. And the more talked about something is, the more powerful it becomes, and the less money needed to promote it. I often wonder if we shouldn’t these days be spending less money on advertising and a whole lot more on PR.
When you look at the example of The Best Job in the World for the Queensland Tourist Board, there was a tiny ad spend, comparatively huge PR spend. Then an estimated £100m free publicity (£500m if you believe the hype) followed. Is meerkat a phenomenon because of the TV ads and website? This was PR’d to death. And if you read one of Dave Trott’s recent posts, you’ll see that one campaign’s success was less down to the great advertising, more the great PR story. So, find an angle to sell a product then find an angle to sell the sell.
Getting cut through in an obscenely crowded marketplace is insanely difficult but talk to the right people and they’ll shout from the rooftops – well, they’ll tap away in the blogs and Tweets. The point is, they’ll tell everyone they know if the story is a good one. It’s like hearing a great joke – you can’t wait to pass it on. But you always choose you audience wisely.
For one of our clients, we sent out a request for people’s favourite memories. A bit like the current Cadbury’s Wispa Gold campaign where anyone can send it messages, we received hundreds of amazing memories, some by post, some on the microsite. The notes we sent out to the 33,000 direct mail audience came in packs of 10. The recipients were encouraged to ask friends and family for their favourite memories too. Many did and some returned 6 or 7 notes with separate hand-written memories on. Speak to one person, see if they’ll talk to 9 others. 33k becomes a potential 330k simply by asking people to ask. Wispa Gold have 100 times the budget but the principle is the same – get people talking, get people involved.
So, which campaign have you talked about recently?