Suggest and win: poll with £100 Humble Grape prize
Every day thousands of new marketing campaigns are launched. After all the hard work to define the strategy and craft the campaign, the marketplace then decides whether the campaign is worthy or weak. And sometimes the outcome of a campaign is completely unexpected. We’d like to hear the views of London marketers on campaigns that have surprised you. When you provide your campaign suggestions in our member poll you’ll have the chance to win £100 to spend at Humble Grape Wine Bar in London.
Examples
A. Campaign shifts perception
Supermarket chain, Lidl created a TV ad campaign last year which unexpectedly embraced negative public perceptions of the brand with the hashtag #LidlSurprises. It was a risk, but with a clever execution and related social media effort it’s been well received. In the advert customers visit a farmers market, sample the produce and comment favourably on its quality. Then its pricing is revealed together with the fact that every item of produce was from Lidl, much to the customers’ surprise. Indications are that the campaign is shifting public perceptions of the brand and reinforcing its proposition of quality at a fair price.
B. Campaign prompts criticism
And then there was the ‘Orange man’ advertising campaign for soft drink brand, Tango in the 1990s. This should have been yet another fun, energetic and zany campaign to bolster brand demand. It featured a Tango drinker being face-slapped by an Orange man to represent the effect of the refreshing drink, along with the tagline, “You know when you’ve been Tango’d”. But it kicked off a craze where schoolchildren slapped each other in the face, whilst saying, “You’ve been Tango’d.” Amidst a public outcry about it encouraging bullying and causing injuries, the campaign was quickly altered. It was replaced by a new version where the slap became a kiss. Yet it remains one of the brand’s most memorable campaigns. So was it miscalculated or a masterpiece?
There are many more examples from brands and organisations large and small around the world. We’d like to hear about the ones that have made you take notice - either as a cautionary tale or as an inspirational campaign that demonstrates marketing at its best.
Tell us about campaigns with unexpected results
Which campaigns seemed to have all the right ingredients but surprisingly never took off?
Which campaigns unexpectedly grabbed attention and proved to be hugely effective?
Win £100 to spend at Humble Grape Wine Bar
You could be the lucky winner of £100 to spend at Humble Grape Wine Bar in Battersea Rise, SW11 1ED. Just provide your examples of campaigns with unexpected outcomes and you’ll automatically be entered into our September-October prize draw
Our poll and this prize draw is the perfect pairing. As Humble Grape is something of an unexpected organisation. It’s passionate about wine but doesn’t take itself too seriously – that’s because Humble Grape is on a mission to make wine socially inclusive and approachable for everyone.
No wine snobs here
Today, Humble Grape is an independent, London-based wine merchant, wine bar and tasting event company which specialises in high quality boutique wines from small, family-owned vineyards. But it all began with an unexpected encounter in 2009 when founder James Dawson was snootily informed that Chablis was actually Chardonnay. It inspired James to source his own selection of wines for friends and family, and then source wines from the Loire Valley in France, hosting wine tastings in a living room. By 2011 Humble Grape was running wine tastings in different venues around London. Now Humble Grape imports wine from 55 vineyards across 8 countries, and runs monthly wine tastings, corporate events and private wine tasting parties. Because these hand-crafted wines are directly imported from relatively undiscovered vineyards, customers pay for the wine they drink without the usual inflated margins for agents, importers and distributors.
Corporate event option
If your role includes sourcing or running events, then you might be interested to know that Humble Grape runs corporate events. Blind tasting challenges, Tour de France or Find Your Vinotype are just some of the choices for bespoke corporate wine tasting events. Amongst the companies that have enjoyed corporate tasting events, Humble Grape counts IBM, J.P.Morgan, Goldman Sachs and Linklaters. Contact rosie@humblegrape.co.uk to find out more.
Good, bad…glug
Tell us about the campaigns that you feel have been surprisingly good, or which have been unexpectedly bad and missed their mark. You’ll be in with a chance of winning £100 to spend at Humble Grape Wine Bar. The closing date for entries is 23 October 2015. Enter now.