Fold Street Fun, Sausage Roll ATMs, B-Corp Banishment, Olympic Fever and the Pizza Wars: A Week of Unexpected Marketing Wins and Woes

Fold Street: When in Doubt, Fold It Out

Just a stone’s throw from the Make Honey office, Samsung’s “Fold Street” project in East London is a masterstroke. Celebrating the launch of the Galaxy Z Fold6 and Galaxy Z Flip6, Samsung has folded iconic London landmarks including a bus, bench, lamp post, telephone box, and in an Old Street tube takeover, totally rebranded the station to “Fold Street”.

This witty campaign speaks directly to the hipster souls of Shoreditch and Hoxton, turning the daily grind into a mini art tour. It’s a wonder other foldable phone brands like Google, HONOR, and OnePlus didn’t think of this first. Samsung has authentically tuned into the local vibe with a playful twist that’s as engaging as it is Instagrammable. It’s a reminder that local can go a long way to make a campaign resonate.

CrowdStrike Outage: When IT Hits the Fan

In a plot twist no one wanted, a major IT outage caused by a botched update from cybersecurity firm CrowdStrike has thrown a spanner in the works worldwide. Microsoft’s Windows systems took a hit, disrupting everything from transportation to healthcare. If this isn’t a lesson in crisis communication, we don’t know what is.

Here are some key lessons for handling such digital disasters:

• Be Prepared: A solid crisis communication plan is the insurance you never want to pay for, but it’s essential when tech fails and cyber mishaps escalate before you can say “turn it off, then turn it on again.”
• Keep It Real: Be open, transparent, and stick to the facts. Speculation is a no-go zone.
• Own It: Acknowledge the issue, take responsibility, and keep everyone in the loop with regular updates.
• Don’t Overdo It: Balance is key – inform without inducing panic.

This fiasco is a stark reminder of our digital interconnectedness and the havoc a little software glitch can wreak. It’s a cautionary tale that underscores the importance of being ready for anything. Crisis preparedness isn’t a buzzword – it’s essential.

Havas Loses B-Corp: The Price of Greenwashing?

In a move that turned many heads, four Havas agencies have lost their B Corp status due to their indirect ties with Shell. Despite not working directly with the oil giant, B Lab, the body behind B Corp certifications, decided it was a no-go, sparking an overdue debate on the true meaning of corporate responsibility.

Havas CEO Yannick Bolloré had championed the company’s green credentials, arguing that working with Shell allowed for positive change from within. However, this loss raises questions about the group’s authenticity. It’s a clear message that you can’t have your eco-friendly cake and eat it too if you’re cosying up to fossil fuel companies. The takeaway? Actions speak louder than buzzwords, and the modern consumer is savvy enough to spot a greenwash from a mile away.

Paris Olympics Brand Collabs: New Energy in an Old Game

Kate Weinberg is turning heads in the world of Olympic merchandise with her vibrant, sport-specific designs. This self-taught graphic designer’s fresh approach has not only caught the attention of Olympic athletes but also major brands like Adidas.

Noticing a lack of sport-specific gear, Weinberg used social media to share vibrant redesigns for various Olympic sports.

Her interactive approach – choosing which sports to design based on fan comments – has led to custom gear for swimming, fencing, rowing, and more. The project, which started as a fun and engaging way to connect with fans, quickly gained popularity online. With the Paris 2024 Olympics underway brands are lining up to work with her, hoping to capture some of the magic she’s created.

This grassroots activation is a prime example of how organic creativity can blossom into something much bigger. By tapping into the excitement surrounding the Olympics, the artist has crafted a narrative that resonates with audiences, blending art, sport, and community spirit. 

Brands are leveraging this momentum to connect with a diverse, engaged audience, proving that sometimes the best ideas come from simply listening to what people want and delivering it in an unexpected way. It’s a refreshing reminder that in a world of polished campaigns, authenticity and spontaneity still have a powerful place.

Pizza Wars: When Dominoes Isn’t Just a Game

Pizza Hut UK has thrown a cheeky curveball with its latest campaign, dubbing themselves the “Official Sponsor of Dominoes.” But instead of the pizza chain, they’re actually sponsoring the 2024 World Championship Domino Tournament. It’s a clever play on words that’s part of Pizza Hut’s “Together We Pizza” platform, aiming to reconnect with customers through fun, cultural moments.

The big question remains: did Domino’s miss a trick by not responding? Sometimes, the best marketing moves come from how you react to a competitor’s playful jab. Whether Domino’s decides to join the fun or not, Pizza Hut’s witty campaign has certainly sparked a buzz.

Sausage Roll ATM: Greggs and Monzo’s Brilliant Banger

Greggs and Monzo recently teamed up for a deliciously unexpected campaign, launching a pop-up ATM in Newcastle that dispenses free sausage rolls instead of cash. This stunt originated from a playful Twitter exchange, proving that sometimes the best ideas come from a bit of banter. The Sausage Roll ATM attracted long queues and generated plenty of buzz, but who really came out on top?

For Greggs, this campaign was a no-brainer; it aligned perfectly with the brand’s cheeky, down-to-earth persona and love for all things baked. The stunt not only delighted fans but also reinforced Greggs’ image as a brand that doesn’t take itself too seriously, yet takes its pastries very seriously indeed.

Monzo, on the other hand, benefited from the association with a beloved British brand, enhancing its image as a fun and innovative bank. The partnership allowed Monzo to reach new audiences and engage with customers in a unique, memorable way. While both brands undoubtedly enjoyed a slice of the pie, Greggs may have had the upper crust, given the sheer novelty and appeal of free sausage rolls. However, it was a joint triumph in many ways, showcasing how unexpected partnerships can create buzz and goodwill for all involved.

Key Takeaway: Embrace the Unexpected

The common theme in all these stories? The power of the unexpected. Whether it’s through a creative campaign, a crisis communication plan, or navigating ethical branding, marketers need to be adaptable, authentic, and ready to embrace the unpredictable. Stunts and innovative ideas work best when they are well-crafted, witty, and resonate authentically with the audience. So, go on, take those calculated risks and prepare to turn the unexpected into an opportunity.