This article was first published in the weekly Anthro community newsletter on 20th September 2020.
As I said at the start of this week’s newsletter, you can’t keep me away from Scotland at the moment and one ad campaign on the streets that’s caught my eye has been from Coke! When brands normally talk about “local activations” they mean launching a slight variation of a campaign based on different countries. Different towns is a new one and I love it! The local team have used places around Edinburgh city to engage people in the area. Morningside and Raeburn Place are just 2 of the Edinburgh places I’ve seen mentioned on various bus stops so far. The noodles image (above right) is the one that really got me thinking though… Because it’s just steps away from a Ramen restaurant. Did they know? Did they do this on purpose? Is it just a lucky ad placement given every big city probably has a noodle spot of some sort relatively nearby? It got me thinking about how cool the hyper local slant on the ads is though. Spark notes on hyper-local vs broad brush campaigns below:
- Talking about specifics, in this case local things and local places, makes people in that area or audience group feel seen 👀
- A one size fits all approach can only ever work so well, hitting home with the mainstream 💁🏽
- 💙 Personalisation is a great way to really speak to your audience in an authentic way 💙 Mass marketing can only get you so far, there are always people on the periphery who won’t get it or feel alienated 👽
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