Revels are revealing an advert next week with a great supporting online media campaign. Jumping on the hype of reality shows, they are using a Big Brother style eviction so that you can vote off your least favourite revel to make way for a surprise limited edition one. The advert can currently be previewed on The Guardian. I like this campaign for many reasons:
Firstly, it is a nice idea. I think that campaigns which put decisions in the hands of the public always bring the consumers closer to the brand as they are actually being listened to. We have mentioned before that now the internet is opening up the channels of communication so two-way communication is becoming increasingly important. The benefits are two-fold for the company, as well as gaining publicity, it proves valuable market research.
Secondly, it has great execution. The videos on the website follow that of the advert and are amusing (if be a little long). It is disappointing when a great idea is followed through half heartedly. But attention to detail has been made here ““ after voting off your least favourite revel, you can decide a contraption in which to send it away. Afterward there are numerous opportunities to keep the public involved, you can post a comment, send to a friend or join their Facebook group.
Thirdly, I hate orange revels and hope to wave them goodbye for a while! The aim of the campaign seems to be to raise awareness of their limited edition revel, and I think such a build up will definitely have that effect.
