Today is Monday and the day for another interesting Marketing Strategy on rizkhan.in. For Marketing managers it is essential to be aware of local traditions, history, food habits, likes and dislikes etc. of the population their product or service is catering to, for this is helpful in establishing bridges and a strong connect with the target consumer. The post today is not precisely about Cinnamon Buns or Contact Lenses but about building bridges with the customer by using a famous local tradition.
The 4th of October is celebrated as the National Cinnamon Bun Day across Sweden and is one of the most popular annual events in this sweets loving Scandinavian country. This is a part of the Fika tradition which involves spending time with friends with a cup of coffee or Tea and something to eat ( mainly cakes/buns or anything generally sweet) on a daily basis. Every Swede loves to Fika and Cinnamon Buns are an integral part of this tradition.
Pressbyran, a Swedish convenience store chain, decided to leverage the National Cinnamon Bun Day, in an out of the box marketing initiative, with the help of contact lenses. Cinnamon Buns and Contact Lenses have nothing in common and howsoever weird it may sound, Pressbyran pulled it off with remarkable elan. With the help of local contact lens suppliers they developed contact lenses which were coloured and designed like Cinnamon Buns and had a price tag too. 300 of their employees across various outlets wore these contact lenses on the Cinnamon Bun Day.
The strange but pleasantly different looking lenses immediately held attention of the consumers visiting the stores. There was awe and surprise on their faces and surely a connect with Pressbyran was established deep inside. The campaign did not stop at this. It was put up on the social media and even a Video released of the campaign. They named the campaign “ Bear with us here – this one’s a little outside the box “.
The campaign became the talk of the town and generated huge amount of buzz and interest for Pressbyran, with a massive positive sentiment. The objective of the campaign had been achieved. Good intentions coupled with creativity, innovation and a deep knowledge of local tradition made sure that the contact lens campaign on Cinnamon Bun Day and Pressbyran were not forgotten in a hurry.
Investing in innovation and creativity is in many ways mandatory, if one wishes to keep the buzz going….is a lesson learnt.
Enjoy the week and try out the “Fika”, with some Cinnamon Buns.
This is what people call out of box creativity.
Absolutely