Slow down your marketing
The well-known ‘Tortoise and the Hare’ story is as relevant today as when it was first written, why? Well, the rise of the Slow Movement which began in the 1980’s when political activist and writer Carlo Petrini protested against the “fast food” of McDonalds has been growing ever since. No more so than over the past couple of years. The Slow Movement has spread, as a remedy to the fast-paced, always-on, sensory overloaded lives we are living. To Slow Food, a concept defined as eating good, clean and fair food and Slow TV, a concept birthed out of Norway which BBC Four adopted to bring viewers a two-hour long canal trip without narration and a bus journey through the Yorkshire Dales. Now, if you slow down and pay attention you would have noticed Slow Marketing, some coming from brands and others by unaware pioneers! Let’s look at some examples.
Ronseal aired a 3-minute ad on Channel 4 at 9pm on April 29 of a guy painting his fence, if you missed it you can join 12,000+ viewers on YouTube.
Waitrose fitted a Go Pro camera to a cow from their farm in Newbury and broadcast the stream to major UK train stations.
The Citizens Advertising Takeover Service (CATS) successfully raised £23,131 to replace ads on the Tottenham Court Road station platform with pictures of cats. Their reason?
“It’s exhausting being asked to buy stuff all the time.”
Lagavulin whiskey released a 45-minute video of comedian Nick Offerman drinking a glass of their whiskey by a roaring fire. He said nothing for the duration and it was viewed almost 3 million times.
Puddle Watch back in January caused people to go loco on Periscope. More than 20,000 people streamed a live a big puddle in Newcastle.
Brands have to start recognising that consumers are overwhelmed by all that they have no choice but to see and hear as they go about their days. Consumers are fighting back, in fact at a recent Guardian conference it was said that 80% of German millennials used ad-blockers! We’ll keep a look out for UK stats.
As Richard Pearson, creative director at Ronseal’s creative agency, BJL, says: “Now there are thousands of ad messages competing a day. My phone buzzes every two minutes. You end up in an escalating battle to shout louder than everyone else. By flipping it, you stand out more. Almost the more space you give people, the more they are interested in it.”
Slow Marketing is not suitable for all brands, but it is worth considering. To have some fun with the concept we will be live streaming our garden out on the terrace from 8:30am – 4:30pm on Thursday 2nd June. Stop by on Twitter or Facebook.