In a world of over-saturated digital advertising campaigns, cough Barbie cough, an area cult-favourite hospitality business is reverting to old style advertising . . . within the “real world”.
Pretzel Australia, based by Perth entrepreneur Brittany Garbutt in 2017, is within the midst of rolling out a peculiar guerrilla advertising marketing campaign titled See You within the Real World comprising 5000 pink rubber geese.
For every duck discovered, a free pretzel might be redeemed at any retailer. Smart transfer throughout a cost-of-living disaster? No — genius.
Perth’s pretzel queen Garbutt and her workforce had the lightning-bolt concept throughout a gathering earlier this 12 months.
“I sat down with Brittany and Harrison (our designer) while trying to work out our next large-scale marketing campaign (and) we realised that every idea was a copy of a copy, a digital trend that had already begun to grow tired, something completely lacking any real personality or difference,” Pretzel head of manufacturing Loki Surma-Litchfield instructed TODAY.
“This led to a real frustration. How could we possibly be heard over the noise, and make something with integrity that excited us? At one point one of us said ‘what ever happened to the real world?’, and from there the conversation started.”
Surma-Litchfield reveals the marketing campaign is about “returning to a golden age of marketing” and creating cultural moments, fairly than simply one other advert on social media.
“A strong social media presence is always good but I always say you can’t eat a digital pretzel,” Surma-Litchfield joked.
The first drop of pink rubber geese passed off on July 15 within the coronary heart of Perth metropolis and was a “total success”. One thousand geese have been positioned in a pink cast-iron bathtub in the course of Murray Street Mall, and inside two hours there was not one left in sight.
After spending the subsequent few weeks rolling out the marketing campaign in Melbourne, Surma-Litchfield hints the ultimate Perth drop will happen at a “certain university” on August 12 — a strategic location contemplating uni college students are, typically talking, strapped for money and would do something for a freebie (particularly a pretzel).
“After the five-week (campaign) though, we’re right on to the next, so keep your eyes peeled. Our little pink ducks are persistent,” Surma-Litchfield mentioned.
For extra data, go to www.seeyouintherealworld.com.au
Source: www.perthnow.com.au
