Empathy is the hard part - The rest is mechanics. We're not wired to walk in someone else's shoes, it's not our first instinct. Showing up with empathy is difficult, hard to outsourc...
Wednesday, December 16, 2009
This is a story about a Hunter with perspective.
Who took aim at the conventional marketing game.
And succeeded with deadly accuracy.
For 67 years, the product in question was being manufactured, packaged and sold exactly the same way, until Hunter showed up as an intern at a Toronto ad agency. The native of London, Ontario needed the gig after failing to knock 'em dead on the stand-up comedy circuit.
But, he figured he could write better ads than what he was seeing in the advertising jungle.
And one day in September of 2006, just three months into his low-level job, Hunter pulled the creative trigger on what would become an ad campaign that hit the bullseye; sparking debate at checkout counters, selling a truckload of product and reviving a sleepy brand.
You are about to see what took place behind the scenes of the world's first advertising campaign to actually create the product being sold. Even the focus groups were ambushed by a new perspective from a part-timer named Hunter Somerville.
Hunter Somerville now has a full-time gig, a host of awards and the notoriety that goes with having a blinding flash of the obvious.
And why not?
Sales jumped by 18% over the year as the limited-edition line of "Diamond Shreddies" sold out in two months. A fan even put "the last square Shreddie" for sale on eBay. Somewhere, up in marketing heaven, the founder of Ogilvy Mather is still smiling over Hunter's brilliance. A legend among ad men, David Ogilvy was fond of saying, "If it doesn't sell, it isn't creative".
If nothing else, "Diamond Shreddies" proved it is no longer hip to be square.
The "Diamond Shreddies" campaign for Kraft Canada by Ogilvy and Mather won top honours at the 38th annual Canadian Marketing Association awards beating 640 entries. The campaign included TV, print, billboards and a website where people can vote on their favorite shape.
What does Hunter's story suggest about the value of perspective when it comes to your brand?
And where exactly do focus groups fit in to the mix?
Is there something so astonishingly simple waiting to be discovered that could take your business and brand to the next level.
"It isn't that they can't see the solution. It is that they can't see the problem"