Even if you’ve never actually been to Seattle, you probably know at least one detail about it. It rains there. A lot.
One company recently took advantage of that fact and struck marketing gold, and the company in question may surprise you. Ore Ida, makers of store-bought French fries.
They called their campaign “Deliciously Predictable” and the slogan they selected for the Seattle market was one that hit home for its residents: “As sure as it rains in Seattle, Our fries will be crispy and fluffy, every time.”
By itself, that phrase makes the billboard interesting but falls short of making it advertising magic. No, the real trick here is that the billboard started out as a blank slate. Its message was only revealed as Seattle’s rain washed the top coat away.
Subtle but brilliant, and it gave the city’s residents a reason to look forward to the next thunderstorm, because it would reveal a bit more of the message that started out hidden.
The campaign was wildly successful, and it quickly became one of the most photographed and talked about ads in the area.
The best part is, any business, selling any product can take advantage of environmental factors like this. In fact, over the years, we’ve seen a number of variations on this theme, from ads that change based on pollution in the air, to shows about vampires burning as sunlight hits them, and more.
The point is, using the environment itself to help tell your story and get your message out is a brilliant, under-utilized strategy that you can absolutely design your next ad campaign around. If you’re struggling to work out exactly how, we can help with that. Just give us a call today at 404-671-9490.