22 March 2009

Two Hands

When I think of those "classic" marketing campaigns and examples, the majority of them are from when I was running around as a little tacker or even younger.

But here's something a bit more recent. Hungry Jacks and their two handed Whopper salute. I read about it a couple of times in this week's marketing magazine readings (Marketing, AdNews and B&T) and realised how deeply that symbol is now embedded in consumers' minds. Even more incredibly, it only took a few months.

Now it would be cool to see a UGC element, maybe a Flickr competition with people doing the salute. And I'd give it an official name to concrete it in everyone's mind. And a quick look on YouTube shows heaps of people trying to order in stores using the salute... utilise that.

10 comments:

  1. They should run a competition to see who can wipe a Whopper all over a mates face ... that would be funny ... wouldn't it? :)

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  2. There are already UGC elements ... HJs don't necessarily need to fuel these, they happen of their own volition.

    What's the rationale that HJ's need to use these in official comms?

    Disclaimer: Maxus, my employer, looks after all media for Hungry Jacks

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  3. @ Ben

    If people are already making content about you, why wouldn't you encourage more? The outcome of something official will only result in more people producing more content.

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  4. but will it?

    you can encourage people to do whatever as much as you'd like - will it sell more burgers? will it address the tactical business challenges of HJs?

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  5. what makes you think that this particular symbol is "embedded in consumers' minds" ?

    the magazines you reference are industry centred. What ad-people think of the symbol is hardly relevant to the average consumer!

    i'm not saying it is or isn't, just ... is it?

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  6. @ the anvil

    As I was reading a lightbulb went off, I knew immediately what they were talking about before they explained it.

    I then did some research among friends and family... all where able to associate the symbol with the brand.

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  7. i see. thanks for the clarification. strangely i seem to associate it with KFC! i have no idea why...

    i think maybe further research into the embeddedconsumermindmatrix may be necessary :)

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  8. I reckon giving this hand signal a name, the 'burger salute' or the 'beef grasp' or whatever witty little minds can come up would detract from the organic (a funny word to use when thinking of fast food) growth of the campaign. I think it would make it incredibly corny or to use kid speak, "really gay". I often get to thinking advertisers get 'new directions' (yer know what I'm saying) when their concept gains a little success and then go overbaord and whack in competitions, more ads, online etc etc. This leads pretty quickly to overkill, and us as consumers getting over a brand. Restraint sometimes can be the best way forward.

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  9. @ Bones Lawley

    Interesting thoughts, and when I think about it the 'Toyota jump' doesn't have a name.

    I agree about not going too over the top, but is there a comfortable middle ground?

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  10. I suppose there is. Budweiser pumped up their 'wazzzup' thing years ago for a while and that still lives on a bit where we have forgotten other gimmicks that went too hard too soon, although I read it was really unsuccessful as far as selling beer goes. It's about longevity I think, and that Toyota Jump has lasted so Toyota thinks they're doing something right at least.

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The views expressed herein are my own and do not necessarily reflect those of my employer. Also ponies are evil.
Pigs Don't Fly © Copyright Zac Martin 2012