How 1,000,000 vibrators hijacked the Dutch roads and what can you learn from this?
How 1,000,000 vibrators hijacked the Dutch roads and what can you learn from this?
Eduard
Spoiler: it was an April Fools' joke (but with a serious impact!)
A successful campaign starts with the question: u201cHow far do we dare to go?u201d, at EasyToys the answer is usually: u201cA bit furtheru201d. As every marketer knows, April 1st is the ideal day to stand out, to really think outside the box.
What preceded it
The idea was rebellious, but exactly how EasyToys is. We wanted to borrow a well-known design for this campaign. But this also had to be a special truck combination that stands out. So what if we arrange an American truck and hang a special trailer behind it? No question is too crazy and so we searched our network for the perfect match and we succeeded!
How then?
This campaign blew up even before April 1st, in the days leading up to the reveal the truck was already a huge hit online. Thanks to the live-tracking of driver Bianca, people already knew where the truck was on March 26th, people stood along the route en masse to take a look for themselves. This created the perfect buildup for the day itself. For an April Fools' campaign to succeed, it is important to plant a seed beforehand, the audience needs to think: u201cCould this be real?u201d. This is how your campaign becomes an event, a denouement.
A successful Trayler campaign lives twice: once on the road and once on the screen. People must not only see your campaign, they must talk about it. EasyToys gets this. This campaign was more than advertising, it was a conversation at the coffee machine. The truck was a source of content for us, EasyToys and the audience.
Cognitive Dissonance. Sounds expensive. Simply means: your brain sees this familiar design and expects a million, but you read 'Tarzan vibrators'. That half second you think: 'Wait, what?'. That is where an advertisement becomes a memory. That is what made this campaign such a success.
In the coming period, the bright pink trailer can be found in the south of the country, and will be on the road for the next 3 years. Who knows what will happen to this trailer in the future. An unforgettable campaign.
Your brand
This campaign shows that creativity is necessary if you want to stand out, do you dare to incorporate creativity into your marketing mix?
Spoiler: it was an April Fools' joke (but with a serious impact!)
A successful campaign starts with the question: u201cHow far do we dare to go?u201d, at EasyToys the answer is usually: u201cA bit furtheru201d. As every marketer knows, April 1st is the ideal day to stand out, to really think outside the box.
What preceded it
The idea was rebellious, but exactly how EasyToys is. We wanted to borrow a well-known design for this campaign. But this also had to be a special truck combination that stands out. So what if we arrange an American truck and hang a special trailer behind it? No question is too crazy and so we searched our network for the perfect match and we succeeded!
How then?
This campaign blew up even before April 1st, in the days leading up to the reveal the truck was already a huge hit online. Thanks to the live-tracking of driver Bianca, people already knew where the truck was on March 26th, people stood along the route en masse to take a look for themselves. This created the perfect buildup for the day itself. For an April Fools' campaign to succeed, it is important to plant a seed beforehand, the audience needs to think: u201cCould this be real?u201d. This is how your campaign becomes an event, a denouement.
A successful Trayler campaign lives twice: once on the road and once on the screen. People must not only see your campaign, they must talk about it. EasyToys gets this. This campaign was more than advertising, it was a conversation at the coffee machine. The truck was a source of content for us, EasyToys and the audience.
Cognitive Dissonance. Sounds expensive. Simply means: your brain sees this familiar design and expects a million, but you read 'Tarzan vibrators'. That half second you think: 'Wait, what?'. That is where an advertisement becomes a memory. That is what made this campaign such a success.
In the coming period, the bright pink trailer can be found in the south of the country, and will be on the road for the next 3 years. Who knows what will happen to this trailer in the future. An unforgettable campaign.
Your brand
This campaign shows that creativity is necessary if you want to stand out, do you dare to incorporate creativity into your marketing mix?
