The brand elixir that wins consumers’ hearts and minds.
Consumers do not have the time to stop, look, and listen to every brand message that they come across. Their lifestyles have become overwhelmingly busy, leaving little time for them to stop and smell the roses at every turn.
So how do you capture their interest?
By being unconventional. By not doing what is normally done or believed. Sure, there’s a time and place for everything, but there is also an ever-changing world that reveals market opportunities faster day by day. Miss them and you miss out.
Consider some of the unconventional Straight Twisted examples below:
Juke Fury Activation at the 5FM Music Festival during the Billabong Surf Challenge in Jeffrey’s Bay, South Africa
The Juke Fury simulated Nissan’s Tagline ‘Innovation that excites’. It gave the consumer an opportunity (for free) to become part of the Nissan brand promise in an unconventional manner. In the end, it made it worth their while by rewarding them with excitement and a memory uploaded to social media channels to share with their friends forever.
When consumers started asking us ‘how much does the ride cost?’ we knew we were doing it right.
4 X 220KM/h Leaf blowers mounted together exerted the necessary amount of excitement.
DUREX Print Advertisement
Durex dominates their respective market and is renowned for selling pleasure. Their Fetherlite product is invisibly thin and super durable – just what the consumer is looking for. To reassure consumers of this unique selling proposition, Straight Twisted conceptualised an A4 print advertisement demonstrating in an unconventional manner just how ‘invisible’ the Durex Fetherlite condom actually is.
UV Laminated Silhouette of condom shape demonstrated the tagline ‘You won’t even know it’s there’.
Trappers Point of Sale Displays
Trappers is a retailer of everything outdoor to the South African public. Stores are located in malls and must attract consumers as they walk by. For winter, Straight Twisted developed an unconventional fire standee to warm up window displays. Store staff were able to use products to demonstrate a friendly and inviting campfire setting in the window display area.
For the summer campaign, instead of using an old boring red Santa sock, we created an unconventional camouflage Trappers Santa sock that was more suitable for fun-loving outdoor adventurers. The Trappers Santa sock image was also used as a creative device on all festive communication.
PUMA City Runners
Although this idea never made it to the consumer, it does however demonstrate how an unconventional idea can attract consumers’ hearts and minds. Nine provinces each run 7,42 km simultaneously across South Africa to achieve the total distance of a marathon. The route of each marathon is plotted onto Google Maps and is in the shape of the PUMA Symbol. By branding Google with the PUMA logo, runners would have been able to run the PUMA route in the province whenever they desired to.
Each example above allows consumers to interact with an unconventional idea in a memorable manner. Giving consumers something to experience, share, talk about and truly remember creates honest content that builds brand equity. Doesn’t matter what the medium, there is always an opportunity for innovative, unconventional ideas that stand out and demand attention.
Consumers often forget what they see everywhere, everyday, but they remember unconventional ideas and experiences that make them feel what it feels like to be alive. So the question really is, do you want to follow or do you want to stand out?