Wednesday, December 11, 2013

feel good hit of the summer? (or winter - choose your hemisphere)

A textbook case of how how to have a viral hit and maximising brand effect.

Using branding and market-based assets throughout (purple Santa and Elves was a nice touch) – tick

Evoking high arousal emotional response (i.e. reason to share) INSPIRATION, EXHILARATION, ASTONISHMENT – tick

Presented in the context of brand use and occasion - tick

Creative device? - 'personal triumph (sort of)' - tick

Probably backed with significant paid promotion and seeding upfront to maximise initial reach - (assumed) tick

Also worth noting: another example of doing something first - a situational or cultural intervention - then advertising what you have done.

Congratulations, WestJet.

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