I jumped into my car, reached for my seatbelt and looked up at the campervan parked in front of me. The message on the back appeared to be hand-written, like someone had just dipped their finger in a can of paint. It read: I love every body. Yours is next. Taken with their humour, I scanned the remaining area for more information about who this person was. The print scrawled across the back window read:
www.wickedcampers.com. Sometime later I spotted another wicked looking camper. Instantly recognising their trademark style, and eager for more wicked wit, I searched for the slogan and wasn’t disappointed: The liver is evil. It must be punished.
Targeting those on a backpacker’s budget, the Wicked Campers image is reminiscent of the old VW Combi Vans. Each one is themed to give the van its own personality complete with a name derived from the hand-painted, colourful, quirky images adorning the vehicle. The wicked finishing touch: an original, irreverent and witty hand-written “message” on each van. This company has very cleverly tapped into the backpacker culture, and in doing so has skillfully created their own.
By opting for outrageous antics Wicked Campers have built their marketing into their brand identity. This is a great illustration that marketing is no longer what you do to a brand after it’s built. To get mind space in today’s noisy marketplace, brands need to build marketing into their brand.
Out of curiosity, I’ve since asked a number of people if they’ve seen the vans. Almost everyone I asked could recall having seen one. Now imagine if I had asked if they’d ever seen a (insert boring name of el cheapo rent-a-car company). Do you think they’d remember? Would you?
Here’s a few samples from customers featured in their “Wicked Stories” collection:
…We instantly became attached to both Bo Derek and Janice Joplin, the most colourful vans you could ever wish for! Having the opportunity to personalise the quotes on the back made them even more special! They truly were a home away from home, hosting many parties, games, feasts, crazy antics and some of the funniest moments of my life. I’m not sure if I’ll find anything funny again!
…As we picked up our camper and headed to our house through the busy centre of Brisbane to collect our luggage, we were really shocked that every second car was honking at us. We started to worry that something was wrong with the car and we decided to stop at a petrol station to check the tyres – everything seemed OK…We arrived at the house and by the time we approached the car from the rear, we realized what was the reason for the blowing of horns – there was a great sign on the back asking, “HONK IF YOU ARE NOT WEARING UNDERWEAR”. We were laughing for almost 10 minutes, and then throughout the following 18 days every time we heard honking while being overtaken!
…It once again has “Wicked” painted over the front (which causes every kid we drive past to shout “WICKED!” at the top of their lungs to us)…
I cannot believe it! Before we even set off along the Great Ocean Road, we stop to collect our stuff from the hostel and there’s a guy taking a picture of the camper on his mobile…
We picked up our Flintstones van in Melbourne and headed south along the Great Ocean Rd. We quickly discovered that having a Wicked Camper is a bit like being a celebrity as people (particularly the Japanese) would stop, stare and take photos of us and the van. We spent a wonderful first night camping by a beach with no-one else apart from Andy, me, the stars and a stack of VB! Could life possibly get anymore wonderful? Yes it could! The second night we had reached the 12 apostles and had decided to watch the sunset at this magnificent spectacle. We took a bottle of finest Australian sparkling wine and set up camp with a glorious sunset beginning. It was at this point that Andy got down on one knee and asked if I would like to be the future Mrs Linham. I could not picture a more perfect setting for us to get engaged (I did say yes by the way). After much embracing and kissing, and very little sunset watching, we headed back to our Wicked vans to spend our first night as the future Mr and Mrs Linham. The rest of the trip has been a bit of a blur, but who cares as we are so happy and are already planning the honeymoon…. Maybe a Wicked Camper Tour in NZ!
Would you like wicked stories like that about your product? Or put another way…
Want to Create a Sensation with Your Brand?
I do. Which is one of the reasons I named my game, The Meet Market (TM). Another reason I gave my game such a controversial name is because it’s integral to an important part of my mission – turning negatives into positives in a fun way. But I’m also acutely aware that using a play on words of a derogatory term to create a culture that’s the exact opposite is tricky.
But let’s face it, Outrageous Idea = Risky = Scary. And all this adds up to freaking out the status quo who will try to convince you that you’ve lost your marbles. It’s fair to say that I struck a teeny bit of opposition to the name of my choice (read: big understatement). The conversation usually went something like this:
“You’re not going to call it that are you?”
“Ah…yep.”
(insert groan and/or facial contortion) “Oh no. Oh dear. Oh gosh. Oh-me-oh-my.”
While most people are just trying to look out for you, be careful who you listen to because the status quo may not be your customers (at least not initially). A few of the people who objected to the name were marketing professionals and advisors of various descriptions. But in the end I followed my gut. As I suspected would happen *customers love it*. They love that it’s cheeky and funny. Recently a 53-year-old customer told me that when she came across my website and saw the name of the game she said to herself: That’s fantastic, I’ve just got to be a part of that.
Having a name that conjures up a rather unsavoury image, and wanting to create a totally opposite culture with my product and service, my presentation is critical. My image must convey “class” and “quality”, as well as playfulness and fun. Because of this, a lot of time and thought went into designing the look. It’s important that when people read the name they also see a playful, fun and ‘innocent’ image to counter the preconceived ‘unsavoury’ image. 
This approach is working because people get the joke instantly, and I get to witness this first-hand at the weekend markets. Most people break into a smile and feel compelled to say the name out loud. (A bit like the kids calling out “WICKED!”). They do this even mores so with the Frequent Flirter (TM) merchandise – few can pass my stall without pointing, laughing and saying the catchy phrase (another play on words) out loud. It’s a stack of fun for me watching the various different reactions; their facial expressions never cease to entertain me. Often it’s a look of disbelief accompanied by hand-over-mouth and inevitable giggle. Very often it stops them in their tracks.
However, a misguided “stunt” can stop them in their tracks for all the wrong reasons. Being cheeky, daring, politically incorrect, or over-the-top can bring you recognition and renown – and throngs of adoring customers. But an outrageous idea, especially when it’s done to your product rather than being a part of your product can also bring you undone.
Cheeky, Irreverent and Fun vs Offensive
The lingerie brand Loveable got a taste of this recently when their new advertising campaign backfired. Former Miss Universe Jennifer Hawkins, Loveable’s new ambassador, was featured in bra and panties at a New Zealand airport. Nothing too outrageous – until you get to the caption: Feeling horny? No prizes for guessing what happened next. Yep, down she came!
What it boils down to is that being cheeky or outrageous with your branding and marketing can be a stroke of genius, IF it’s a logical and comfortable fit with your brand, product, service, or identity – AND if it’s not offensive. I’m curious about their reasoning for using that caption, because it seems obvious to me that posing an overtly sexual question is a blatant mis-match with a brand that Hawkins herself describes as “cute, girly and fun”.
Contrast this with an outrageously politically incorrect campaign that is now legendary in Australia – it’s a great example that even a very un-sexy product marketed in the right way can cause a sensation. All it takes is some creativity. While the initial uproar and opposition to this advertisement was intense, so was the support. The campaign, now in its third year, has become so popular that the face of it, former football star “Slamming” Sam Kekovich, along with Meat & Livestock Australia (MLA), now “own” the Australia Day slot with their “address to the nation”.
Like many, I was stunned when I first saw this commercial in 2005; I wasn’t even sure what I was watching. The second time I nearly wet myself laughing. Intrigued? Check it out here.
Does it surprise you that taking a tongue-in-cheek swipe at all and sundry including the “soap-avoiding, pot-smoking, hippie vegetarians” in order to “defend” the great Aussie tradition of eating lamb got so much attention? I’ll bet that it doesn’t. The whole country was talking about it! Check out some of the comments on Benjamin Christie’s blog following the 2006 campaign.
Who would have thought that a product as un-sexy as lamb could cause this kind of sensation? And was the proof in the pudding? You betcha. In 2005 lamb serves per week increased by 1.2 million. Given the success of the campaign, they were back at it in 2006 – and even more outrageous. In 2007 Sam takes a good-natured swipe at our American and English friends!
Personally, I’m a fan of the cheeky, the irreverent and the outrageous. It’s not everyone’s cup of tea but most people respond well to it – when it’s done well – because it takes us away from the mundane, the same ol’ same ol’. But it can be fine line between cheeky and offensive. The former can bring your brand fame and fortune, while the latter can knock you right on your you-know-what.
Guidelines to Using Sensationalism
If the cheeky route appeals to you, here’s a few points to consider:
- Ask yourself what your motive is. What’s your intention? What are you actually trying to say and achieve? What emotion are you trying to elicit from your potential customers? If your intent is one of goodwill AND it’s a logical and comfortable fit with your brand, product or service, chances are it will be a hit. If however there’s a hidden agenda, or the underlying tone of the message comes across as disrespectful (or preachy), it can backfire on you in a big way.
- Does your idea really work with your product and brand? (i.e., being cheeky or outrageous can work for a lot of different products and services, but just ensure the method you choose really fits.)
- Does it feel right for you? If you’re uncomfortable, it probably won’t work.
- Is it merely an attention-getting stunt? One-off stunts can get a lot of attention, but they’re usually very quick to fade. Think long-term.
- Think ahead: Weigh up the possible outcomes and long-term effect. What could go wrong, and how might you manage that?
All that being said, I urge you to be edgy. Conformity is boring. Besides, it’s been done to death. Why not take a walk on the wild side and give your audience a little thrill.
Be bold. Be bad. Be wicked even! You know it makes sense.
P.S. Happy (belated) Australia Day to all our Aussie readers!
