According to a recent survey from Havas Worldwide, 61% of online consumers from 31 countries around the world agree that they would like to see their favorite brands more involved in the local community.
This new insight might encourage brands to redefine their advertising. An ingenuous idea that comes with a solution for the community’s problems could be more cost effective while ensures a larger visibility for the brand. Not only big brands should embrace the idea, but every company that needs to advertise its products.
Water generator. Photo source: www.pouke.org
UTEC, Peru – Portable Water generator
Let’s take the example of the University of Engineering and Technology from Peru that needed a smart idea to convince teens to apply for an engineering program.
Because engineering can change the world, UTEC decided to prove this true by getting involved in a local problem: the lack of potable water in Lima. Lima is the second largest capital in the world set on a desert.
The ad agency Mayo DraftFCB came with the idea to create the first billboard that produces drinking water out of humid air, relying on the fact that in Lima it is almost never raining, but the atmospheric humidity is about 98%. This is how their advertising idea showcased the interest in solving a local community problem.
Samsung Life Insurance – The bridge of life
Samsung decided to get involved in the South Korean community in a very emotional way. The starting point was that South Korea has the highest suicide rate among the OECD countries for eight years running. Over 1000 people decided to take their life by jumping off a bridge into the River Han. The most notorious suicide bridge seemed to be Mapo Bridge.
Samsung chose the bridge to change it from a place of death to a place that celebrates life. LED lights, ultrasonic sensors and optimistic messages as “Your best moments in life are yet to come”, brought a new perspective about the Mapo Bridge. Take a look at this video to see the wonderful transformation:
Bringing solutions for the local community problems seems to be a win-win strategy for both he company that initiates them and the community.
Do you appreciate a company that increases its visibility by having an active role in the local community?