10 Street-Savvy Ideas that Pop in London

Market Musing

5 Dec

Do you want to make a marketing splash in the city but don’t know where to start? Just look around you for imaginative ideas that inspire. Here are my top 10.

1. Make it punny – Whether you want to open a bar as a tribute to your favourite author, nudge busy commuters to the elevator on a glitchy day, or elevate your drinking game, use clever wordplay to make the mundane memorable.

*Tequila Mockingbird* in Covent Garden and *Escalator not working* signage

2. Think inside the (doughnut) box – Why think outside the box when you can sell doughnuts from inside it? Some brands mean business when it comes to bringing their product to life.

*Krispy Kreme* life-size doughnut kiosk at Hammersmith station

3. Own the cultural heritage – The red London double-decker bus is an integral part of the city. So when you want to encourage sustainable tourism or #TFG, you paint the TFL blue and green.

4. Put the proof in the pudding – Stand out from the crowd and let the canine customer do the wagging. Give walking pets some respite in warm weather and a taster of your differentiated product. It’s 101 ice-cream marketing.

*Scoop’s* Dog Ice-cream in Gunnersbury Park

5. Be socially responsible – Creative campaigns are great, but home truths are even better. Regular reminders about things that matter, such as avoiding road accidents, respecting Mother Earth’s finite resources, and not treading on another’s growth, are crucial for communal living. Together, we can achieve anything, except agreeing on what to have for lunch.

Road safety sign on Cranbrook Road and gentle reminders around Kew

6. Make it child’s play – When you create a holiday-themed treasure hunt aimed at children, you attract adults alike. Nothing screams engaging or spooktacular like discovering inventive artefacts that hat tip to popular tropes and almost epic shows.

Halloween Treasure Hunt near the Garlic Farm, Isle of Wight

7. Go on a blind date with a book – In today’s digital age, where dating apps are galore, yet actual dates hard to come by, sit cosily with a mystery book instead and rekindle your love for reading. Pick a winner based on your mood and enjoy a higher chance of hitting it off.

Theme based mystery book shopping at Bookcase, Chiswick

8. Give more context – If you want to nod to online dating, remember that more context is always better, especially for apps that claim to be designed for deletion. Engage with meet-cute stories that live up to the brand promise of creating real, meaningful and fun connections, and make passers-by pause in bustling spaces.

Hinge favours storytelling over brevity in busy tube stations

9. Make it interactive – When you already have an award-winning film in your arsenal, how do you pull viewers to choose your venue over another? You organise a post-movie Q&A session with the filmmakers.

Interview with Payal Kapadia & Thomas Hakim at BFI Southbank

10. Sponsor a festive street – And if you want to pull out all the stops, you collaborate like a pro to reach thousands of visitors in their annual pursuit of Christmas lights by sponsoring a central street with your very distinguishable product. It’s a Bond move.