In our weekly round-up series we look at clever campaigns from John Lewis, Taco Bell and Airbnb.
John Lewis – #MontyThePenguin
It’s that time of year again where the days get colder, the evenings get darker and people inevitably start thinking about Christmas. When it comes to Christmas advertising, John Lewis and adam&eveDDB have a lot of pressure to deliver a truly great campaign.
This year, they may have already won the battle for Christmas with their adorable story on Monty The Penguin.
Monty also happens to be quite the natural on social with his own Twitter account (@MontyThePenguin) where the character and his search for love is brought to life in a series of highly amusing and entertaining tweets.
Taco Bell – #OnlyInTheApp
Taco Bell made a bold move when it killed its Twitter, Tumblr and Facebook presence to promote the new app. The brand appeared to have locked its main account under another name during the stunt, in its place, setting up another account featuring a single post with the hashtag “#onlyintheapp,” essentially redirecting followers to the app.
The popular fast-food chain launched an iPhone and Android app that allows customers to build customizable orders, find nearby restaurants, check out with a credit card and save favorite items. The app also includes a feature called “rotate to reorder,” which pulls up previous orders when a phone is flipped horizontally.
— Taco Bell (@totallynothere) October 28, 2014
A bold move for sure, removing all social presence but one that appears to have paid off with the stand-in accounts gaining thousands of followers, while the brand spotlights a single, powerful message.
Airbnb – Wall and Chain
Airbnb has made a short animated film playing on the brand’s ethos of “belonging” and tied it to the anniversary of the fall of the Berlin Wall on Nov. 9, 1989.
The short video, titled “Wall and Chain,” tells the story of a woman named Cathrine who brought her father, Jörg, back to Berlin in 2012 for the first time since the wall had been down. Her father had been a guard in West Germany and the clip shows how upon his return he meets a guard from the other side of the wall and is able to put history behind him.
The video received a warm welcome online with many users tweeting about the heart-warming clip. You can watch the touching video below.
Over to you.
What do you think? Have you spotted any good campaigns?