Street marketing - Example Ikea France
And why not show off the entire catalogue?
A few years ago, Ikea literally did it in Croatia, placing a giant catalogue in the middle of the street with products included.
Street marketing - Example Ikea Croatia
iAnimal, a campaign that doesn't need translation
At the opposite end of the spectrum to Zara's strategy, which personalises its offering down to the last detail based on location, is the iAnimal campaign.
This uses shocking language and codes that do not need any translation to achieve its objective: to raise awareness about the situation that animals experience in a slaughterhouse.
This action, carried out by the international organization Igualdad Animal, uses new technologies to raise awareness.
In this case, an immersive experience is proposed to pedestrians.
Using virtual reality glasses, he transports them to a slaughterhouse and makes them put themselves in the shoes of a farm animal.
This is an experience that allows the user to interact with the reality of these animals, provoking a very positive emotional response in favor of defending their rights.
The relevant thing about this campaign is that, by using images that speak for themselves, it does not require any changes to adapt to the different countries in which this organization operates (United States, United Kingdom, Germany, Italy, Mexico, Brazil, India and Spain).
Below you can see the trailer that promoted the action in our country.
In addition to the street action, several videos were also made in which philippines telephone number popular personalities in different locations tried out the experience. On the YouTube channel Igual Animal you can find the video of the American celebrity Kat Von D, the British actress Evanna Lynch or the Spanish actress Angy Fernández.
Any conclusions?
Street marketing is without a doubt one of the best strategies we can use if we want to make a real impact on our audience.
Nowadays, thanks to social media, we have the advantage that a good campaign does not have to impact only the location we are working in, but can go viral and have a global effect.
Likewise, new technologies present a wide range of possibilities for brands to explore when planning their actions.
For example, they offer us the option of using new forms of expression that allow us to create narratives that can be more easily adapted to an international context, as is the case with the iAnimal example.
At the other extreme we find the challenge of adaptation and adjustment to different scenarios within an international strategy.
Even though we are dealing with a global universe, it is true that we cannot fail to analyse the cultural peculiarities of each region when working on a campaign.
At this point we can take Zara's actions as an example.
A good result always starts with a great deal of analysis and translation work that is not limited to just developing a multi-language strategy but is also responsible for adapting and personalising the action to each territory.