Saturday, July 13, 2013

Selling Emotional Exclusivity to An Attention Deprived Customer Base

update on 07.15.2013

Molson-Coors Canada just created a good marketing gimmick that should attract their type of audience.

Source: YouTube 

In our global marketplace of immediate demand and instant gratification,  selling on a brand name could only go so far, especially when the competition in each niche is so intense   ...

Molson Golden selling the subtle theme of Canadian patriotism abroad could only go so far. If it feels contrived, the smart majority of their audience will feel insulted and walk away.  ... The advertising agency for Molson Golden were quite clever in their positioning of the red refrigerator at the different locales that attracted the attention of the by-standers. (It was strategically machinated.)  They carefully examined it and wanted to know what was inside this mysterious red object.

Side note
The ad agency embedded several subliminal symbols into this video. Our Canadians readers should be able to recognize it.  (Whenever there is time, I will post some of those symbols.)

The Essence of the Approach

Creating the mystery is how one lures the by-standers into "the hook."

# Extending the Strategic Influence 
The theme of this game is to create a mystery that keeps people intrigued. Then, maintaining it without ever  losing the attention of the audience.  ...  If Molson Golden is able to connect it to the certain quality products of other Canadian companies and certain Canadian holidays, then their chances of continuing this unique approach will increase.  ...  However, they must continuously update the content inside their red refrigerator every quarter.   Creating a continuous state of new mysteries is how one maintains the attention of their customer base.

Beer fridge configured to be unlocked only by Canadians

For Molson Canadian’s Beer Fridge campaign, the beverages were made available only to those with a Canadian passport.

Businesses with niche appeal oftentimes don’t want to target a large quantity of potential consumers, but rather those who will truly engage with the brand. Just as Israel’s Kidum 700 course posed a challenge to those who came across the advertisement, Molson Canadian’s Beer Fridge campaign saw the beverages made available only to those with a Canadian passport.

Collaborating with design agency Rethink to celebrate Canada Day, the beer producer placed large red fridges filled with bottles of Molson Canadian in public locations around the European countries of Belgium, France, the Netherlands and the UK. Passersby who tried to open the fridge were instructed to place their Canadian passport into the slot to be scanned. Only those with Canadian citizenship were therefore able to unlock the fridge to get the beer. However – once opened – natives were able to sample the exported beverage. The video below documents the campaign:

The Beer Fridge initiative not only caught the attention of its desired audience – Canadians – but also promoted the product abroad, as well as the heritage behind it, something the brand has a history of doing. Could this idea be used for other country-specific products – perhaps in locations such as airports, or government facilities?

Comments From The Compass Desk
In our era of instant gratification, winning the hearts and the minds of the targeted niche is the goal. Gaining  their attention is the immediate objective.   ... If the Molson Golden's current ad becomes successful, then the grand marketplace might become overwhelmed with the many advertisers employing variation of this ad.  ... Is imitation the sincerest form of flattery?   

Fwiw, our usual drinking preferences are the various German, Japanese beer and a certain Dutch beer.  German beer goes well with pizza and burgers  while Japanese beer goes well with sushi, Thai food, Chinese food and fish tacos. Our favorite Dutch beer goes well with everything.


No comments: