Don't make an ad, create a movement

Hi everyone

Recently there's been some different integrated digital work that stands out because it's communicating more than a product benefit, it's creating a cultural movement.

Below are major examples of this from brands like Coke, HP, Doritos, Dove, Microsoft and Virgin.

Why are more brands getting involved? Well as Carlos Ricardo notes here talking about the Doritos campaign, when a brand creates a a cultural movement "it plays a strategically important role as an enabaler in bringing a memorable experience to consumers. And that message (if done right) is a spark that can transform into something very big."

Yes, we must ensure that the 'cause' is relevant to the brand - even if this link is just the irreverence or fun of the product - but we should also remember that this relevance doesn't just have to be to about corporate or social responsibility.

A movement is simply something real that a customer can care about, take ownership of, share with others and feel a part of the solution. Whether that's saving the planet or saving slow dancing - every brand can find a movement that is right for their audience. Here at Leo Burnett we call it creating ACTS, not just ads. Here are just a few:

Types of Movements:

1. A fun movement: Doritos created a movement shown here that connected with something authentic and real that their young digital audience related to. Bring back slow dancing!

2. An educational movement: McAfee software decided people would love to understand how hacking works and created a great movement to stop H*Commerce.

3, A fantasy movement: To launch Halo 3 last year Microsoft created a wonderful story and memorial to the chracter from the vidoe game, Master Chief, called'Believe'. It helped create the biggest entertainment launch in history.

4. A real memorial movement: Back to reality, this new campaign for Victoria Bitter (beer) created a movement about remembering, and raising a glass to, Australia's war dead. Watch the TVC and see the website and campaign review here.

5. A social progression movement: Dove is famous for its campaigns about changing attitudes to beauty, which everyone has seen, but worth looking at this one again.

6. An environmental movement: Following on from our Sydney office's effort with Earth Hour, our colleagues in Singapore have teamed up with our client HP to create a movement about saving power and the planet, just by turning off your PC. Visit https://h30470.www3.hp.com/

7. A celebration movement : In China we created a movement around celebrating the Chinese New Year with people you love, in First Coke of the Year.

8. A whacky movement: Virgin mobile (who else) created this hilarious and silly movement to 'stop wrong music' with apologies from past artists who created some pretty bad music.

There are so many movements to create that can connect with our customers. Any others you care to share?

Cheers, Rob

Feel free to add comments below, or for further questions or advice contact me at rob.h@th.arcww.com