Are you ready to go back to the office?Well, you can’t miss this event

• ServiceNow’s event “Work your way back” was created by BBDO for the United States

• Each character in point Have your own celebrity video in 30 seconds, every 10 seconds

• On YouTube, one of the most famous elements of the ad is the song used for activation

After months of confinement, almost half a year for many people, streets and businesses finally reopened for business. Although some people can still work in a comfortable (and safe) home, more people have to return to the office for some reason. This is a considerable challenge for every participant, not only because of health issues, but also because of the comfort left behind. This is the meaning of this event.

This is the activation of one of the new ServiceNow projects. Through its Safe Workplace Suite, it promises that the company can return to work more vigorously and safely. Of course, specific skills are more technical and, to some extent, even more boring than creating compelling advertising campaigns. Therefore, the brand decided to do something different: accurately express the feeling of being back in the office.

The result is a lively and even painful real campaign, albeit full of hype. Some people will identify with the person who created the workstation so that they don’t even have to get up to work. Other people who do some small procedures with other colleagues have the same feeling. Others will resign and take possible extreme precautions.

Picture reality: a “new” advertising strategy for a good campaign?

In the past few months of the pandemic, various brands have more or less faithfully reproduced life after quarantine or COVID, which has become particularly popular. E.g, WeChat A great movement was launched, partly reflecting the immense boredom of confinement.Heineken has talked a lot Long distance communication As of Face-to-face interaction The new normal.even Amazon He incorporated these elements into his narrative.

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There must be a pattern here. Before the quarantine, it was relatively rare for brands to be satisfied with reflecting reality in their activities. They usually prefer to create dreamlike worlds or create extraordinary narratives, only extracting some details from daily life. Now, it is clear that people are interested in reflecting on what many people experience in a normal day, even if it is a bit exaggerated.

The explanation behind this phenomenon is simple. Now, the so-called “daily” is far from normal in 2019. To a large extent, their daily lives are still as unfamiliar as they were at the beginning of the pandemic. Weirdness helps attract attention. At the same time, additional points were awarded to show the public that the brand understands what their public is going through. But this type of exercise is unlikely to succeed.

The appeal of creating unusual stories

First, they have started creating multiple campaigns again, and these campaigns don’t really mention what might happen to anyone on a normal day. Santa Cruz Bike Created a virtual reality experience to show your audience something that many people may never have experienced. Extinction Rebellion Turn their battle into an Odyssey worthy of Hollywood.And promote EA Sports It completely revolves around ascending stars.

In addition, there is a business case for brands to bet on unusual advertisements or activities.in accordance with Fresh mail, this Shock advertising As long as there is a balance in the information, it can perfectly attract attention. Clever percussion Point out that this concept is one of the most sought after concepts Viral marketing. at your side, Road sign I believe that the more unusual the event, the more memorable it will be to the public.