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Commitment Vs Loyalty
Time for brands to challenge their customers
Kara Melchers
Managing Editor, BITE Creativebrief
Don’t mistake commitment for loyalty. Most brands have very few, if any, loyal customers. Spurred on by the proliferation of mobile and smart devices, UK shoppers will spend £60 bn online in 2016, ac cording to the Centre for Retail Research. With so much choice literally at our fingertips it’s hard to remain loyal. Even iconic brands like Apple and Nike have very few loyal customers. What they do well is inspire commitment to their next product, event or service. They innovate and entertain to keep our attention for a fraction more time. However, commitment can be hard, particularly for the younger ‘Tinder generation’. In September Netflix released ‘The Switch’, otherwise known as the ‘Netflix and Chill Button’. One press dims the lights, silences incoming calls, orders takeout, and turns on Netflix. It’s available to all customers….the only catch…you must build and program it yourself. Step-by-step instructions illustrate how to connect the physical button to a Philips Hue light, your TV and phone. Not easy for beginners, the significant commitment required to complete this task will mean only the most worthy Netflix customers will have success and be rewarded with a unique sharable experience.
So don’t sell yourself to the social media floozy with the most followers. Be brave and challenge customers to show their commitment. By doing this you will create a community whose true love for the brand will shout louder than any marketing slogan. Reward them with the status-worthy experiences they can proudly share with friends.
Read on for examples…
Equinox Use Public Breastfeeding To Illustrate Commitment
The high-end gym has continued to take an alternative approach to fitness sector marketing, with its new campaign #COMMITTOSOMETHING.
The creative idea addresses an anticommitment culture, particularly with millennials. Chief Marketing Officer Carlos Becil told AdAge, “We really wanted to change the conversation and storyline. This is really a call for action, asking people to make a commitment. We don’t care what the commitment is, but we’re asking people to step up.”
The images portray eclectic stories of commitment from an award winning male cheerleader, to a mother breastfeeding her twins while dining in a high-end restaurant.
Shot by renowned photographer Steven Klein, they take on the guise of a high-end fashion shoot. For Equinox commitment is a state of mind.
The average Equinox member attends four times a week, that’s more than the average gym member attends in a month.
To illustrate the customer in the real world, W&K New York captured the first Equinox club member to come into the gym on New Year’s Day. That first member showed up before the gym opened, having just completed a midnight race in Central Park.
Now there’s commitment.
Agency: W+K New York
80
clubs around the world
35
average age of an Equinox member
Aviva’s App Stirs Up Family Competition
Aviva want to keep their customers safe on the road. Their new ad features a family from Newport in Wales using the Aviva app to discover who is the safest driver. The aim is not to drive down premiums (although this is possible), but to help customers become safer drivers. “We don’t want to just be an insurance company, we want to have a bigger social purpose,” said Lindsay Forster, Marketing Director for UK and Ireland. The app had 50,000 downloads in one week.
Agency: adam&eveDDB, London
Microsoft Challenge Gamers To #Huntthetruth
Following on from The Glitch, Microsoft’s Xbox launched their second interactive experience for hard-core fans ahead of the release of Halo 5: Guardians (one of the biggest game franchises in the world). Clues for #HuntTheTruth were hidden in TV ads, cinema spots, digital and outdoor media, which and drew gamers into a cross platform puzzle. The ultimate winner was to be given the ultimate gamer’s reward, to be transformed into a character from Halo.
Agency: B-Reel Ltd, London & McCann, London
Booking.Com Turns Resolutions Into Reservations
The hotel booking site wants to help make this ‘The Best 2016 Ever’ by getting customers to commit to their New Year resolutions and turn them into reservations. The specially designed Resolution Translator is an online app where users can type in their goal and it will suggest a suitable holiday destination. The site is supported by a movie style trailer and results can be shared on social media.
Agency: W+K Amsterdam
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