Here is a great marketing case study. Swedish Airport Coaches conducted a study and determined that a bus trip save the equivalent of 50 car trips. They built an outdoor advertising display comprising of a bus built out of 50 disused cars. The advert has been hugely successful. It touches on carbon emissions issue which is topical, but more importantly the display is cleverly put together and became such an entertainment and item of interest, that it resulted in traffic jams! This advert touches at the heart of how to connect with younger generations. Here are some marketing tips for connecting with Gen X and Millennials which this advertising campaign does well:
– entertain them
– create campaigns that make them think
– dont make the message obvious
– use juxtaposition – and make things appear not as they are
– use humour and paradox
You can watch the video here: 50 cars or 1 bus?