My eyes blinked twice, the yellow was almost too bright to handle. And no this was not a semi-naked David Beckham on the billboard. Closer inspection revealed that the model was a tad less sexy and that this was a Zeeman advertising for a hipster. A hip hipster from Zeeman. How do you do that? I mean how do you take a cheap and uninteresting textile supermarket and turn it into a brand?
|Calvin Klein - Armani - Bjorn Borg - Zeeman|
Several things goes into the mix;
- update and upgrade your product offer. Zeeman had already added a component to their website where you can make your own t-shirt. Well, make is maybe a too big word. There is a very limited option for customization; simple t-shirts, simple texts. But the options the tool give away, ignites the hope that there might be more to come. Then add a “David Beckham” hipster. In yellow, everybody will notice.
- Give something away for free. Free is nice, particularly in times of economic crisis. It almost makes you think of Zeeman as a kind friend that is helping you in difficult times. Even if your own particularly times are not that hard, you can still notice a warm wave of comfort rolling over you.
- Give people something to talk about. Like a yellow hipster on a billboard, that arouses talk. Everybody is talking about the yellow hipster, that’s free advertising. And when people start talking about something, then a brand starts to mine itself in their brain. They remember.
Now then you have turned perceptions around a bit, from cheap textile supermarket to cult of the trash, and maybe next brand.