ICELAND SNAGS THE TOP SPOT
BUT WHY ARE WE STILL TALKING ABOUT IT?
December is finally here!
There is no denying that Christmas is well and truly on the way and along with that come Christmas adverts, however, there’s one that keeps coming back.
While John Lewis has called on Elton John to be the superstar of their campaign this year, Iceland called on another (much cuter) international superstar. The Orangutan. Not only are we big nature lovers here at Juicy HQ but there is also a soft spot for Orangutan’s and the crisis over deforestation. Of course, this is a campaign that tugs at the heart strings (it certainly did ours!).
But why else has this become the top ad of the season?
Aside from the original outcry that the ad had been deemed ‘too political’, meaning more people wanted to see what all the fuss was about, there are many reasons the ‘Rang-Tan’ is still being spoken about, despite being released almost a month ago.
You can watch the ad here if you need reminding – don’t forget your tissues.
You have to have a heart of stone not to be at least a little emotional after watching the ad. Marketing Week have reported that out of all of this season’s ads it is most likely to encourage shoppers to buy from Iceland.
Showing that there is still a place for emotive marketing.
It Stands Out
No bright lights, sparkles or gifts here – meaning it stands out from other ads. This is not a traditional advert for the time of year and in doing so, Iceland races ahead of the crowd.
There’s no doubt that this was a risk for the brand but it has clearly paid off in not only brand awareness, but also educating people about the devastating effects of using Palm Oil.
It Shows They Have A Heart
Similarly, to the emotional connection we previously mentioned, this shows that Iceland has a heart and gives insight into the people behind the big brand.
In using their platform to promote an issue and, on top of that, do something about it (Iceland have already removed palm oil from half of their own brand products and will finish the job by the end of 2018, yay!) they have shown themselves to be human.
They Didn’t Stop At Television
Despite their ad not making it onto our screens, Iceland had another ace up their sleeves!
Proving that Marketing is all about the campaign as a whole, they let loose a life-size animatronic Orangutan on the streets of London.
The aim? To show the Orangutan looking for a new home since his has been destroyed.
This unusual Christmas advert doesn’t seem to be going anywhere either with over 5 million views to date!
It has been a great success in 2018 and we’ll be interested to see what Iceland do next. It certainly has been an inspiring, albeit heart wrenching campaign and one that the Juicy Marketing team care about.
If you’re interested in learning more about Palm Oil and saving the ‘Rang-Tan’ click here.
And, if you’d like to talk about creating your own campaign with a heart, why not contact us today. We’d love to chat with you and bring your ideas to life!
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