Effective marketing is all about being remarkable. The new Mini Cooper campaign in Amsterdam is a good reminder of the golden rule: you create brand value when both your product and your campaign are being talked about.
1. Lean into the frame (hijack existing attention capital, in this case the street public);
2. Be disruptive (not necessarily provocative or intrusive). In other words: challenge people's routine by introducing an element of surprise;
3. Highlight your core brand attributes (in this case, and overall in the "age of micro," this actually and literally means making them "smaller … Read more