CRAZY IDEAS

I recently attended a promotional marketing function at Universal studios. The speakers filled us in on the programs that they had created for the Simpsons movie. In particular the 7/11 program. They related to us how when they were looking for a hook the twelve year old son of one of the designers said that 7/11 looked like the kwik-E-mart from the show. “Gee mom, why don’t you turn 7/11 into a Kwik-E-Mart?”

In reality Matt Gronig actually modeled the kwik-E-Mart after stopping at a 7/11 in Hollywood.
It had been one of those days and Matt just needed a beer. After searching the store without finding a beer he approached the clerk who was East Indian. He asked the clerk who in the most positive, upbeat manner replied “No beer, no beer, thank you very much, come again!” Matt immediately created the Kwik-E-Mart and Apu.

The designers took a great leap and 7/11 also showed amazing courage and forethought in agreeing to completely change some of their stores into Kwik_E-Marts.

Stop and think about that for a minute. Your goal is to increase brand awareness and identity. Some crazy marketing creative comes along and wants to completely remove all of your identity and change everything in the store. They agreed.
It turned into one of the most successful promotions ever. People came from long distances to go to Kwik-E-Mart. They created special products, Krusty O’s cereals, candy, Buzz cola, special Radioactive Man comics, Duff beer and Homers pink donut with sprinkles. These products and more sold out almost immediately and people ran from 7/11 to 7/11 looking for them. People were even offering thousands of dollars for the employee costumes created for the promotions.

What you need to take away from this is that a creative idea can come from anywhere and from anyone. Sometimes when we do brainstorming sessions for clients we bring in outside people from different professions. In a toy brainstorming session we brought in a plumber. The toy company was a little upset with this.

It quickly became apparent that the plumbers mechanical perspective and knowledge of hydraulics and valves was invaluable. Add this to his own delight at being involved in the fun and being asked to think like a kid again.the session was a big success.

Another thing to learn is to be unafraid. Don’t hesitate to put out those “crazy” ideas. You may strike gold with one of those crazy ideas. You need to be realistic and have those other ideas for the clients who don’t have the courage. But if you want to really have an effect then don’t be afraid to go for it. Nothing ventured, nothing gained.