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At it's essence, what makes a thing game-changing, whether it's a campaign or a brand, starts with originality. A great example of this is when Apple argumentatively set a trend by naming their tech company after a fruit, sparking a slew of similar names like Orange and Apricot. This move wasn't just about a catchy name; it was about changing how people think and act in the market.

Or perhaps a game-changer is something that truly grabs your attention. As Julie Bricker, VP of Media Innovation and Integration, mentions in the episode, Heinz's witty response to the Chicago hot dog debate did just that. They placed interactive billboards outside restaurants that don't serve ketchup, inviting people to "smack" the billboard to receive a packet of ketchup. This clever blend of harnessing community culture and brand identity sparked conversation and encouraged playful engagement with the Heinz brand.

Leveraging Cultural Moments

McDonald's celebrity partnerships campaign, which tapped into the curiosity around celebrities' favorite meals, didn't just promote products; it created a cultural moment. McDonald's took something as simple as ordering a meal and turned it into a trend that led to massive sales, showing how brands can stay relevant by connecting with popular culture.

The Power of Truth and a Different Type of Emotion

The power of truth needs to be emphasized in advertising, especially in the healthcare sector. Emotional examples like Macmillan Cancer Support's oncology campaign that showed the raw, real experiences of cancer patients and their families. This type of honesty can show that sometimes, the most impactful campaigns are the ones that tell the truth.

Humor can be a powerful tool in healthcare marketing. By tapping into meme culture, brands have connected with audiences on a deeper level through humor. After all, people aren't one-dimensional and we share a wide range of emotions and experiences that healthcare advertisements can leverage. Everyday scenarios, like two friends discussing health issues at a bar, can serve as a platform for creating relatable and memorable humor.

Seizing the Moment

Timing can make or break a campaign's success. When a global Microsoft outage occurred, KitKat seized the opportunity, transforming error screens into a clever ad with the message, "You deserve a break." This swift response not only captured the moment but also underscored the importance of acting quickly to remain relevant.

Key Takeaways

1. Originality is Key: Be the first to do something different, and others will follow. Originality sets you apart and changes the market.
2. Cultural Relevance: Tap into what's happening in the culture to make your brand relatable and engaging.
3. Honesty and Emotion: Don't shy away from showing the raw, real experiences of your audience. Truth and emotion can create powerful connections.
4. Humor Works: Use humor to connect with your audience in a memorable way. Everyday scenarios can become platforms for relatable humor.
5. Timing is Everything: Act quickly on opportunities to capture the moment and stay relevant.

Ready to create a game-changing campaign? Use these insights to brainstorm ways to add originality, cultural relevance, honesty, humor, and perfect timing to your marketing. Contact our BPD team at nonormal@bpdhealthcare.com to help bring these ideas to life.