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2014 Top 10 Marketing Wall of Fame & Wall of Shame

I was inspired to pull some thoughts together on this when I was approached by a producer at CBC TV to add a Vancouver spin to a national “Marketing Fails 2014” piece they were airing by Dianne Buckner. If you’d like to view that segment, which aired Dec 29, 2014 you can link to it here.


CBC Vancouver Marketing Fails 2014: Rene Filiponne interviews marketing strategist, Mary Charleson – who comes on at the 2:39 minute mark to talk about Vancouver examples.

2014 Marketing wall of fame

1. Ikea’s Book Book
In a world of high tech, going low-tech or no-tech can be a way to stand out. Witness Ikea’s brilliant spoof on an Apple product release to preview their new catalog and its distinctly analogue features.  You can view the ad here or link to my original article about the campaign.

2. Lululemon Give Presence for the holidays
The #givepresence Christmas campaign from Lululemon gets top marks in my book for it’s simplicity of drawing attention to the obvious – our collective obsession with technology and multitasking at the expense of real connection with the person we are with. You can view the original ad here, now at over 3.5 million view or read more about it in a blog post I featured on it.

3. Westjet’s Christmas Miracle 2014
Quite simply it was the authenticity that the company can claim by supporting a community in the Dominican Republic that makes this true spirit of giving spot a winner. You can view it here or read about the campaign.

4. Sam Sung, former Apple employee auctions off his Apple gear on eBay for a cause
This isn’t a campaign you’ll find in the awards books, but it’s a winner from a personal branding standpoint as well as the simple gesture to help others. Read more about the campaign here.  Or you can get the original background story on how it is a guy from Vancouver with a real name of Sam Sung found himself working as a product specialist for Apple. You can’t make this stuff up!

5. Wren clothing’s “First Kiss” viral hit on a $1,500 budget
The idea of pairing up 10 couples, that did not know each other and filming their first kiss was edgy and original. Then toss in the fact that they just happened to be wearing Wren clothing, but that’s about as commercial as the spot gets. It was immensely shareable, tapping emotion, vulnerability and voyeurism and achieved over 69 million views in the first week, and substantial media coverage for doing so. You can watch the video here or read more about the campaign.

2014 Marketing wall of shame

And now for the ones that were memorable for all the wrong reasons…

1. Malaysia Airlines bucket list contest
A bucket list is generally accepted as a list of things one wants to do before they die. How seemingly inappropriate it was then, as a contest name for an airline that lost two planes this year. Did the term get lost in translation?  You can read more about it here. Old

2. Air Canada got #rouged
It’s never a good thing when your new discount carrier name “Rouge” becomes a trending negative hashtag on Twitter. But that’s exactly what happened when some Air Canada pre-booked seats were switched to Rouged flights and passengers were left with less leg room and no seat back entertainment. You can read the full story here.

3. Old Spice taps Moms insecurities to sell to teen boys but forgets who buys the product when they’re living at home
This is one of those ones where I actually think the creative is brilliant, but I’m just not sure it sold product. The crazy portrayal of pathetic Moms taps Freudian attachment theory and societal shifts as boys live at home longer. But while the target user may have loved it, Old Spice offended many of the actual buyers – Moms. View the spots here. And read more about the campaign.

4. Veet’s Don’t risk dudeness
While women may hate to shave their legs, they certainly don’t need their man to infer they’re a hairy beast, which is exactly the trap that this ad fell into. It was yanked promptly after consumer backlash on social media. You still view the spot here.  Or read about how a campaign that was supposedly tested got through.

5. Joan Rivers Tweets from the grave about her new iPhone 6
It wasn’t enough that Apple paid U2 a ton to be able to gift the new album to customers this year, and then had to promptly add a remove button for customers who were angered that it showed up without permission. Yes, Apple appears to have had a deal with Joan Rivers to Tweet about her new iPhone 6. Problem was, Joan died unexpectedly and the pre-scheduled tweet wasn’t deleted. Oops. Apparently Steve Jobs could not be reached for comment either…

And that wraps up the Top 10 list of marketing fame and shame for 2014. I’ll be back next week with some marketing trends and predictions for 2015. If you enjoyed this post and you’d like to receive my 5-Minute Marketing tips enewsletter directly weekly, you can subscribe here. I share lots of insider marketing knowledge and insights with content aimed at entrepreneurs and marketing managers.

Mary Charleson

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