Decoding disruption







Every advertiser, every marketer Irrespective of the campaign budget, wants that his campaign should be disruptive. Something which has never been done before which will catch the fancy of the consumers and create buzz. Every piece of content must go viral. And the managers from agency brief many publishers/partners as well as try their own hand at making the campaign unique with a pinch of innovation and impact.

And no reward for guessing that most of the time the outcome is not as expected. The way it works is a brand manager wants to max out their agency on the role. The agency guys, bombarded with big ticket ideas from partners feel frustrated due to low budget and end up just doing the tick work.

In this hustle bustle the brand positioning and the consumers it wants to engage with is  made to sit on the last bench. It just becomes a cheap shiny golden feather which must be worn not for the consumers but for the stakeholders and the aam janta at large. A big ego kick!

In my experience there are only two ways to disrupt

1. Do different things | not done in your category in the media selected
2. Do things differently | a change in format of any media selected

But, the necessary condition is keep it in the ambit of brand positioning and keeping core consumers in the mind.

A brilliant example using both the ways and meeting necessary condition is the IKEA launch without falling in the trap of big bang launch.

They did simple and different things; did it differently but all of those were establishing the positioning and keeping consumers at the core. Whether equipping auto with VR to give on the go consumers a vivid brand experience or turning a bus stop into a cozy lounge amongst many others. And it did catch fancy of the consumers like a wildfire. The first day turn around and the traffic jam in Hyderabad city is a proof to that.

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