This Aircel billboard literally helped save people from disaster! When the monsoon rains hit in Mumbai, a group of fast-thinkers grabbed hold of the dinghy mounted on the Aircel billboard. The text on the billboard read, “In case of emergency, cut rope,” which is exactly what they did.
It was no coincidence that the little boat was there at the perfect time. Outdoor agency Primesite was thinking ahead, setting up the perfect publicity stunt based on corporate social responsibility.
“The result? Near constant local media attention for Aircel, even including the headline, ‘Aircel did what [government agency] BMC did not,’” according to Springwise. “Reportedly, Aircel now plans to implement something similar in Delhi and Kolkata as well.”
TrendWatching refers to this new wave of corporate generosity as “Generation G.” Keep an eye out for this movement, it’s bound to get even more innovative!
What's Driving This Trend
- Generation G
- The trend of corporate generosity and social responsibility presents opportunities to incorporate elements of public service into marketing strategies.
- Disaster Preparedness Advertising
- Advertising agencies can take advantage of the demand for disaster preparedness by incorporating emergency resources as a part of their campaigns.
- Creative Publicity Stunts
- Creating clever advertising campaigns that embrace social responsibility can lead to increased brand recognition and free press coverage.
Who This Affects Most
- Advertising
- Advertising agencies can capitalize on the need for disaster preparedness by incorporating relevant elements into their campaigns.
- Corporate Social Responsibility
- Adapting marketing strategies to include elements of social responsibility can lead to increased brand loyalty and recognition.
- Emergency Services
- Emergency services can work with advertising agencies to incorporate their services into creative and effective campaigns that increase awareness and preparedness.
