maybe you're driving trial and awareness all wrong? Be more BOTIVO and JUBEL

Maybe you’re driving trial and awareness all wrong… Be more like BOTIVO and JUBEL

10 minutes seconds into the mission. Galloping and galloping and galloping.

Two Chubby Dumplings galloping and galloping

A mad biting cold spewed, soared and spat out the Thames, roared across Canary Wharf like a Poseidon flu. So cold. So cold your bones rattle like a rackety-clackety old train. So cold your heart snaps and crackles like an Rotweiler munching Coco Pops.

I was on a Lime Bike with my friend Raz.

Raz is my OG Food Foot Solider.
Partner in Parched Crime.
Gluttony Gangsta.

Often, on Sundays, we rent Lime Bikes and go on food missions. Destino: Fat Fuck Mode.

We were galloping (or riding) - yeee Haaaaa - I’mma Cow boy.

Meandering through the sleepy-yet-slowly-yawning-and-strenching, sun-splashed London streets. A creamy hum of excitement scurried through the City.

We swooned through Victoria park…. Viccy Park (if yar an Aussie in Landan fakin Tawn Cant)

London-Fields of Flatpack Hipsters. Flat Whites Fiends, Flat personalities and White dungarees. Tangerine Dreams.

We arrived at Netil Market, just off London Fields.

Pizza. Gordos pizza is a different type of pizza.

In the queue, was crew from Crewe. Hungover. Faces looked like they’d been dunked in stinging nettles. Hellish-Red. Skulls eerily-vacant like Tuesday February Holiday Parks.

Skulls hung droopy-dilapidated faces like soggy towels on a washing line. Galling. Gaunt. Eyes whirlpools of sparkling melancholy. Souls slaughtered by Armies of Alcohol and Cavalries of Ciggies and Bombs and Bombs and Bombs of Jaeger.

The crew from Crewe in the queue were met by a too-spritely-for-a-hangover, Aussie.

This fella was a Thoroughbred Flatpack Hipster. He’d looked like a Chicken who’d-just-clucked- - and— pecked -and two stepped straight outta DrumSheds to shift. #Free Range-Two Stepper. Pon Di Riddim.

Extremely long neck. A-where-the-fuck-is-it?-chin. Tiny Revel Peanut head. He had lovely warm garrulous charm, like the calm zephyrs softy kissing Bondi Beach and all their yummy-peanut-butter-tanned-bodies.

His body looked like a Banksy first draft. Tattoo smothered. Top-to-toe in Supreme. Chicken Supreme.

“Heyyyyaa guys, howaa yas doing? Want some pizza ehh?”

“Haws Landan Tan treatin’ yaa guys ehhh?

“Wan any the three P’s on yah slice, bruh, ehh bruh?

“Pep, Pec or Parm”

The Crew from Crewe in the queue, gave a stoic Northern look of “Mate. Just give me, the fucking pizza”

The Crew from Crew in the queue calmed. Slice. Nice slice. Pizza teleported them to a Piazza of Peace, sheltering them from the thunderous screaming rains of sordid hangover.

I ordered a slice.

All of this galloping around on Lime Bike and eating pizza with a Crewe from Crew reminded some Jimmy Carr quotes.

“You Can’t Smell The Roses from Galloping Horses” - Jimmy Carr

“People think they wan’t more time. They don’t. They want more Unique Experiences” - Jimmy Carr.

Jimmy says: time goes fast, when we’re stuck doing the same thing everyday. Same commute. Same job. Same Monday Meeting. Same Watermelon Ice Elf Bar. Same Friday Night beers. Same pub.

The Challenger Brand Hack bit

Your customers are stuck doing the same thing. Same commute. Same job. Same Monday Meeting. Same Watermelon Ice Elf Bar. Same Friday Night beers. Same pub. They’re galloping on horses, they can’t smell the roses.

If our consumers are galloping without smelling the roses. Brands must create more unique experiences to help them stop and smell the roses (i.e. remember your brand)

Unique Experiences are little portals where brands can penetrate deep into consumers soul. Infiltrate the 1% of Consumers Brains

Meh Brands = Sampling = Drive Trial and Awareness.

Banging brands = Understand The Power of Unique Experiences + Drive Trial and Awareness = Infiltrate the 1% of Consumers Brains

Understanding the role of unique experiences in driving trial and awareness is crucial. Humans are so bored. Same thing. Same day. Same, same, same, same.

How many times do you see a brand handing something out at Waterloo train station? How many times do you see people just whack it in their bag? Can you really remember the last 3 brands that handed you something? You can hardly remember it? Can you? Why?

It’s Trial and Awareness, yes. But, it’s forgetting the really-fucking-sticky unique experience.

You know when you hear a song and it immediately takes you back to a specific holiday or a break up or a first kiss or a first rave.

Those songs are memorable, because they’ve latched on to a unique experience.

Really clever brands kinda do the same thing. They create unique experiences. Then make their brand infiltrate that unique experience.

Brands can infiltrate and or/create unique experiences in peoples lives. You’re off to a winner.

I LOVE what BOTIVO have just done with their latest trial and awareness activation.

A yellow piano.

Fuck me, boi - straight out the Godin’s Purple Cow Playbook.

The slow jazz in the dappled slowly waking Spring Sunshine as Londoners.

Consumers will remember the yellow piano and Jazz and Botivo. Look, I’m fucking writing about it.

JUBEL. Another amazing example. Why just drive trial and awareness? When you can go further. Create a Unique Experience. A fucking rave in Bristol

Next time, maybe don’t ask, how do we drive trial and awareness?
Instead, ask, how do we create a Unique Experience?

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Still Hungry? Course you are…

Please feel free to gorge on the most downloaded podcast episodes of all time (these are CERTY: BANGERS)

1. Rory Sutherland: Why Challenger Brands Must Never Follow Logic to Truly Disrupt Categories 

2. Waitrose CEO: How Challenger Food & Drink Brands Can Win and Build Profitable Partnerships with Waitrose - James Baile

3. Spencer Matthews: How Spencer Matthews Built Unshakeable Resilience and Raised + £10m to Launch Clean Co. in Sainsbury's, Tesco and the U.S.A. 

4. How Grenade Exited to Mondelez for £200 Million and Lessons in Unapologetic Authenticity- Juliett Baratt

5. Tyrells Tycoon: How William Chase built and sold Tyrells for £50 million and sold Chase Distillery to DIAGEO 

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