By Winston Murray, Business Development Director
Fun makes people relax. Fun makes us open up to new ideas. Fun isn’t easily forgotten. So as marketeers it’s obvious that we should be focusing on fun as a key route to the hearts, minds and wallets of consumers.
There’s only one problem… Marketeers aren’t fun. Marketeers are good at being funny, but that’s not the same thing. We can simply prove this by comparing marketeers with a control group of people who are actually fun – kids.
-Marketeers are always in a rush – kids take their time to do stuff
-Marketeers can be predictable – you never know what a kid is going to do next
-Marketeers have strict comfort zones – kids take risks all day long
-Marketeers don’t like to get dirty – kids….
We could go on and on, but the point is that we were faced with these very important insights into ourselves when Kingsmill came to us last year with a brief. They wanted to encourage mums to buy Kingsmill 50/50 products and spread awareness of Kingsmill’s partnership with the Eden Project’s Big Lunch. But, above all, whatever they did, it had to be fun.
So we invited children to make a sandwich using Kingsmill 50/50 bread. We threw out the rule book on sandwich making and let them use their imaginations. We let them take as much time as they wanted… and we left them to have fun.
Of course, at the end of the day we are still marketers; so the sandwiches could be photographed and entered into a competition. Product range and benefits were explained to parents and an added incentive to buy was provided via a coupon. Most importantly, as marketers, we conducted a heavyweight piece of research in order to measure the effectiveness the campaign and of efficacy of fun as an engagement tool in brand experience.
Here’s what we found out:
-It looked like fun: 97% of those who interacted with the stand, built a sandwich.
-If felt like fun: When asked to score the experience out of 10, the average score given was 8.99 – the highest Sense has ever seen!
-People remembered having fun: 91% were able to recall the product unprompted, four weeks after the activity.
-Fun made people remember new ideas: There was a fantastic uptake of key messages among consumers – 39% for the primary message and 55% for the secondary message.
-Fun sells bread: On average consumers are purchasing 61% more Kingsmill 50/50 products than they were before taking part in the experience.
So, there you have it… fun sells. So isn’t it time we all had more of it?