So your brand is somewhere between all the clutter – the TV ads, the radio spots, the flyers at intersections, the web, Facebook, Twitter and market related events. But now it is time to get your brand out there in a new way never thought of before within your relevant market. The answer? Put your brand on ice, ice baby.
Creating alternative brand contact points for your potential consumers is no easy task, especially if you have been tapping into every possible resource in order to spread your message. But now, in South Africa, it seems that brand-centric ice sculptures is an unusual medium with exceptional results. Carla Enslin, the mother of alternative brand contact planning, has defined this approach as “a point of planned contact with the brand that is experienced by consumers as unexpected and unconventional”.
A perfect example of how ice sculptures have become a medium for creating brand awareness and recognition is the Castle Lite Ice Ice Baby campaign. Sure, we’ve all seen the Vannila Ice and MC Hammer ads – but what else have they done? Well, an ice sculpture putt-putt course made of ice and environmentally friendly ice display fridges are just a few of the ideas that Castle Lite in conjunction with Ice Art tapped into to create a unique experience for consumers – also known as an alternative brand contact point.
The benefits of moving away from traditional mediums and messages is huge. Your customers and clients will see and experience your brand through the icy eyes of coolness and one of natures purest wonders.
Ice as a medium has endless possibilities. Ice sculptures, ice luges, ice curtains, ice logos and even live ice carvings at your function or event – see your brand being carved and chiseled right in front of your eyes. And it is exactly this kind of interaction and entertainment that will get people talking. “I was at this event the other evening, and you won’t believe what I saw – a giant shoe made of ice filled with champagne!” I’m pretty sure I don’t have to explain the power that is Word of Mouth.
So if you want to get your brand out there and edge out your competition on the coolness-scale – ice is the way to go.