Great Marketing Ideas: Be a Mom for a Moment

Marketing Example Unicef Mom

Unicef Finland wanted to raise awareness for children’s rights and raise funds with a minimum cost. They also wanted to reinforce their position as an organization dedicated specifically to children’s welfare. There are over 145 million orphaned or abandoned children all around the world.

“By supporting Unicef anyone can be a mother to them, just for a moment.”

To provoke and create discussion they started by abandoning sound-equipped (crying) baby strollers in 14 cities. Inside the stroller was a note with the message:

Thank you for caring, we hope there is more people like you.
Be a mom for a moment.
Unicef

Media and public reaction was overwhelming. They flooded all the major TV, radio and web news. Estimated media reach was over 80% of Finnish population after just two days.

Advertising Agency: Taivas, Helsinki, Finland
Art Directors: Jyri Niemi, Anna-Mia Alanko
Copywriter: Adele Enersen
Account Supervisors: Heini Häyrinen, Joanna Kokonmäki
Production company: ADDlife Finland

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References

I Believe in Advertising. Unicef Finland: Mom. March 31, 2009. Retrieved from http://www.ibelieveinadv.com/2009/03/unicef-finland-mom/.

Marketing Idea #86: The Fortune Cookie Effect

Marketing Ideas Fortune Cookie Effect

Use the Fortune Cookie Effect. Engage your customers with a collection of cute or hidden messages in your packaging. Chocolates, fortune cookies, ketchup and beer are just some of the products that have successfully used this technique for drawing interest to their branding. The idea is to embed a message into your merchandising to inspire interest and conversation around the message—and therefore the product and, finally, the brand.

Story: When my wife was five months pregnant with our first baby, medical experts told her he was measuring small, and that it was possible he had stopped growing, which of course lent itself to scary self-talk about a myriad potential birth defects. During the course of that day, she was given a Dove chocolate, which came wrapped in purple foil and contained a message inside, as they all do. This message said, “There is greatness in smallness.” The timing being perfect, we took it as a sign, and it helped us relax.

Of course, the happy ending is that the next time she went in for an ultrasound, everything measured fine, and we’re pleased to say that our boy is a happy, healthy, and complete individual. The foil wrapper has been glued to a magnet and now resides on our refrigerator. That little piece of marketing by Dove will now be a part of our family story for many years.

This can be the power of the Fortune Cookie Effect.

P.S.- Below is an example of how Dove has infiltrated popular culture using this marketing technique!

Marketing Ideas Dove Ad