Learn current creative marketing with two tips from Swedish ICA
Today people have other habits then they used to have, especially the small daily stuff is changing. With new tools and technology we do things differently, have you adapted your marketing campaign to that? The Swedish food store ICA surely has and here is a great example from this summer:
This probably does not make too much sense for you since it’s in Swedish, so let me explain. The headline says “For a successful crayfish party, take a picture of the recipe below.” Not only does it have great timing with the season for crayfish, but they have played on the fact that most people in Sweden have a cell phone with a camera with them all the time, and thus they can easily take a photo of the ad and leave their recipe worries behind.
I love this idea because it is simple yet productive and it makes you think, what a great idea, who came up with that? And once again ICA is in your thoughts.
Another ICA idea that has been running for quite some time now is the ICA TV-Series look-a-like commercial. Every week they show a 30 sec episode reputedly during the tv-commercials where they promote the week’s special offers.
Here is an example but unfortunately I could only find them in Swedish:
It might be difficult to understand the charm of the series if you cannot understand the language. However, think of it as another TV-show with characters a plot maybe without the cliffhanger but you still want some more. The shows probably made people pay more attention to the ICA commercial because of the creative and non-boring way to market. Perhaps a few people even sat through the commercials, which they usually zap.
People have even started a facebook group to show their support:
http://www.facebook.com/group.php?gid=54895982228&ref=search&sid=719435876.2371695270..1
And on ICA’s website you can see the episodes you missed:
http://www.ica.se/FrontServlet?s=butiker&state=reklamfilmer_ny&showMenu=butiker_3
There are still a lot of things that could be improved with ICA’s marketing that still feels old and not as current as these two examples. However these two examples show that they are one of the most creative firms on marketing in Sweden and I would for sure like to work for them!
