Imagine becoming the hero to your target audience. Could you find help them at a moment when your target audience are in need of assistance and your brand and product saves the day? Mini Cooper did this in a brilliant way and it offers lessons to marketing professionals how to create the brand as hero.
The mini Cooper team partnered with a towing company to deliver a mini Cooper in Singapore to customers on the side of the road. They filmed these experiences to spread the idea. They used video to scale the reach of what was a small activity but to position themselves as hero. Watch this clip:
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How can you be a hero right at that moment when someone will be most open to your service? Imagine a high end fashion company creating “mini-fashion bars” in a hotel with expensive items that would be used at a fancy event that weekend. Check out how the brand Pimkie did this at a hotel in Antwerp. They saved the day and became heroes to woman who forgot just the right accessory for that big event in the fancy ballroom.
The Brand As Hero
Can you find a way where you can go beyond just being helpful and really save the day?
A fast food restaurant that has a mini-van ready to go to the scene of big fires in the forests in California to take care of the fireman? (Hint: How about Firehouse Subs doing this?)
A chain of hardware stores getting a van decked out with tools that it sends into neighborhoods after a tornado or store. They bring help to the community. (Hello, Ace Hardware)
Imagine a pet food company that comes into a community, after an earthquake hits, to help out. They rush to a dislocated a community where pets may be wandering looking for their homes. They bring pet food, water and perhaps some temporary shelter for their four-legged friends. (Hey, Pet Smart, are you listening?)
Help, Help me Rhonda
You can run advertising to interrupt me. Or, you can do things that makes your brand into a hero. What approach are you taking with marketing your brand? Is there a moment your brand could own that would shine a light on the value you provide? Can you create this hero moment and promote it so that the small event gets some amplification?
When your brand becomes a hero, you build a deep emotional bond with your audience. What heroic act has your brand done this week?
Watch what TD Canada bank did turning their ATM into automatic thank you machines. That combined thank you with some special heroics.
Need heroic help to find that moment for your brand? Give me a call and we can create some magic. A big hat tip to Andy Sernowitz on his blog for discussing these examples from Cooper and Pimkie.
