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Turn a negative into a positive

Turn a negative into a positive

Did you know… that something good can come from something bad? Last week, millions of British customers felt grumpier than the Grinch at Christmas when the O2 network experienced a complete cut to their data services – meaning customers were left without 4G access for almost 24 hours. And as giffgaff is an MVNO that runs on the O2 network, their customers were affected by the outage as well.

Within 48 hours of the disruption, O2 had contacted their customers offering compensation for those affected. However, a quick calculation revealed that said compensation would only work out to about 87p for those with the lowest monthly plan. With such paltry pickings, Twitter users began suggesting that instead of claiming the compensation, customers donate the money to charity – with an estimated 32 million affected by the outage, choosing to donate could quickly raise quite a bit of money for a good cause.

While O2 did not respond to the bid, giffgaff chose to run with the idea and turn a negative into a positive. Customers were contacted via email and given the choice to claim the compensation, or donate it.

How is nationalism shaping advertising in Mexico?

advertising in Mexico

Recent years have brought a surge in nationalist sentiment in Mexico, largely in response to the hostile rhetoric used by the White House. Many brands have chosen not to directly engage with this unusual political climate; but some brands have succeeded in turning the situation to their advantage.

Ilegal Mezcal: Donald, eres un pendejo  

advertising in MexicoIlegal Mezcal is a brand of mezcal (a traditional South American spirit) from the Mexican state of Oaxaca. In July 2015, the founder John Rexer came up with the idea for a guerrilla advertising campaign that would make a bold statement about the brand, its values and its feelings towards Donald Trump. Initially, the company posted several thousand posters in New York featuring a silhouette of Donald Trump, the brand name and the message “Donald, eres un pendejo” (“Donald, you’re an asshole”). The same message was later spread via posters and spray-painted signs in cities such as LA, and then the company went one step further with prominent public projections in Philadelphia and Manhattan. The company also promoted an event called #ashotatdonald, which invited readers to join Ilegal Mezcal for a drink at 75 participating bars around the world on 19 April 2018.

This outspoken, overtly political approach was effective for a number of reasons. Above all, it is important to stress that boldness, political awareness and a certain disregard for the rules are central to the brand’s identity. The company makes no secret of the fact that its founder originally smuggled mezcal from Mexico to his bar in Antigua, Guatemala, and it has long prided itself on its engagement with issues such as immigration reform.  By using colloquial Latin American Spanish instead of English, the campaign divided readers along linguistic lines. Ilegal Mezcal cast itself the voice of the former – a group comprising people in the brand’s target Spanish-speaking countries and Spanish speakers within the USA, who are likely to be immigrants or people of Hispanic descent. The brand also carefully timed projections to coincide with other events for maximum impact, including Donald Trump’s turn hosting Saturday Night Live in 2015 and International Women’s Day in 2017. The campaign was featured in media outlets including VICE, The Guardian, Fusion, NY Daily News, Gothamist and Eater, and helped raise over $30,000 for charitable causes. It received a Gold Distinction in the Wine, Beer and Spirits category at the Annual Shorty Awards 2017.

To find out more about the rise of nationalism in Mexico and how it affects the advertising landscape, read our latest White Paper or join us at our Breakfast Roundtable, which will be held on 23 January 2019.

Burger King’s latest prank

Burger King’s latest prank

Talking about localisation… Burger King’s latest prank on their biggest rival takes localisation to the next level with their ‘Whopper Detour’ campaign. The experiential campaign, which runs from 04-12 December, uses geolocation and the brand’s smartphone app to locate customers who are within 600 feet of a McDonald’s restaurant. Once located, the individual was presented with a limited-time offer – purchase a Whopper for $0.01. The catch? You have to order it from the local (and very confused) McDonald’s. Once the prank is completed, customers need to drive to their nearest Burger King to claim their delicious prize.

For some of our favourite brand rivalries, read “Battle of the Brands”.

‘Tis the season of giving

'Tis the season of giving

'Tis the season of giving, and this year Creative Culture is raising money to help support two fantastic causes:

  • The Royal Trinity Hospicea dedicated end-of-life care provider for 750,000 people living across south west and central London.
  • WONDER Foundation, a charity dedicated to empowering vulnerable women and girls through education.

To raise money, Creative Culture will be taking part in the London Santa Run, organising language conversation classes, and hosting an evening language conversation event. All proceeds will go to the charities above.

If you would also like to support these great causes, you can donate to The Royal Trinity Hospice here, and to WONDER Foundation here.

Alternatively, if you're interested in the language classes / events, please contact a.johnson@creativecultureint.com

A huge thank you in advance for any donations!

The CC Team