The best ideas are often so simple.
To celebrate their 1000th birthday (they must be doing something right if they’ve been around that long!) London’s Borough Market pulled a great little stunt by creating the ‘Real Apple Store’.
Mimicking the iconic style of Apple (the technology brand) the store displayed an enormous variety of the popular fruit.
So why does this campaign work so well? Because it’s simple, clever and pokes just the right amount of fun at itself. When used in the right way, humour can be invaluable in raising brand awareness.
Though we can’t stress enough how important it is to get it right. Not funny enough – people will forget all about you. Try too hard and they’ll be laughing at you, not with you. Using humour in advertising campaigns is a risk, but one that really pays off when executed well.
Another risk associated with this style of campaign is that depending on your brand, your creative direction can detract from your key message. You want people to remember your product, not just your ad – which is why the play on ‘apple’ works so well. It’s important to keep in mind that spending thousands on an “out there” campaign is worthless if your brand message and product get lost amongst the creative execution.
So what’s the answer? Keep things simple and she’ll be apples!
