Thursday, December 06, 2012

Are You Shouting Over the Clutter or Carving It Up?

Big ideas are overrated.

Too much company advertising, too little customer interest and too powerful computer technology have rendered the excessive marketing habits of the past obsolete and wasteful, tolerated at best and loathed at worst.

It’s not about shouting over the clutter, it’s about carving it up, cutting through it and connecting with people on the other side with ideas that are small, simple, smart and social.

The simplest idea is the drop of iodine that purifies all the water.

Tegu wanted to make a difference in the lives and economy of the people of Honduras, where two thirds of the population lives below the poverty line. Inspired by that vision, they invented magnetic wooden building blocks that inspire creative and curiosity.

Their launched an interactive digital playground where people could tangibly experience Tegu’s magnetic wooden blocks from their living room.

Turns out, practicality was the best promotion. Outright invention is the future of marketing. Instead of creating an advertisement, it's a useful thing that advertises. By making the product inherently social, customers can’t tell where the product ends and experience begins.