Sprinting Ahead
by Smallz Mancotywa
Tim sent the QuirkStars an email regarding the viral campaign for Sprint Ahead, a US telecommunications company. I must admit I am a little jaded from all the links that get passed around at work and often skip them when it is not something I actually have to action. However, I decided to open this one immediately and I was not disappointed.
This viral campaign is awesome with clever use of video for really smart ideas one can use in real life (as opposed to fake-Internet-video-life). The synergy with the brand is immediate due to the name of the company, Sprint Ahead and the concept of "fast forward though the boring parts of life" being synonymous with each other. I rate these types (synergy of brand and message) of viral campaigns highly, due to the recall value of the brand name (i.e. awareness) it achieves.
Before Tim sent me the link I had no idea what Sprint Ahead was. I viewed the campaign once for about 3 minutes and then left it at that.
When I was at lunch, thinking about writing this blog post, I thought of the viral... but what was the name of the company? My mind went: "Something about fast...I remember the name of the company had something to do with fast forward..."running forward" perhaps...no no..."whizzing past”… no ...topless babes on the beach...what kind of a name is that Smallz? Sprinting... yes... Sprint Ahead!" The recall was pretty easy due to the brand name and campaign being closely associated.
This is a sure winner for any viral campaign and the reason why campaigns like "Will it Blend" are highly memorable.
Comments
post a commentPleasure to make your face muscles work positively John. Had a look at your blog and now see why you were smiling.
I am not so familiar with NLP but the relation between marketing communications and how a human being's brain works is really fascinating. Its also a somewhat underutilised practice in marketing except perhaps in FMCG products.
The Coca Cola Brrr campaign is another example of how to tap into a feeling and make it synonomous with a brand. see
http://www.youtube.com/watch?v=YZ5BV5asEzY
They have just launched the South African version and its sure to be a winner this summer!
Posted by Smallz on 2007/11/12
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Thanks for the mention Smallz...
Its a great concept and not only does it have an excellent online pass on rate but when I got home I just had to tell the family what cool new things I could do (ps: the egg one doesn't work...)
Posted by Tim on 2007/11/04