THIS IS WHAT YOUR ATL AGENCY NEEDS TO NAIL TO MAKE YOU UNFORGETTABLE

Imagine yourself at a house party. You’re, what they say, dropped out from head-to-toe. You’re single and extremely ready to mingle (that’s the spirit, chief), vying to get everyone’s attention.

Now the thing is, how are you gonna do that? Sure, you could talk about your favorite pizza and be relatable, or impress everyone with your version of Blank Space by Taylor Swift on the karaoke. But, unless it's truly special, people will probably just keep on dancing, going about to their groove.

ATL (Above-The-Line) campaigns are kinda like those moments at the party when you're out to get mindspace within each person’s mind. When executed exceptionally well, they’re a showstopper that draws everyone in, urging them to want to know more.

And much like those iconic moments that you committed to, to get yourself a date; a few brands have mastered the art of catching people’s increasingly fleeting attention, and keeping them engaged with a message that's personal and thought-provoking.

If you’re an ATL Agency looking for THAT idea that lights up the light bulb in your head, or you’re looking for a basis upon which to choose your Brand Strategy Consulting Firm, that;re a whole lot of knowledge and insights derived from some the most iconic campaigns that’ll help you create your iconic moments.

1. Coca-Cola’s ‘Share a Coke’

Personalization at scale

Coca-Cola’s ‘Share a Coke’ has been one of the most successful, and iconic, examples of ATL marketing in the recent past. The thought behind it was extremely simple, yet extremely effective - Coke added some of the most common names in the world on their cans, which was essentially an invitation to the consumers to share a Coke with ‘insert name here’. What it did was 2 things; turning a mass-produced commodity into a personable experience, which then drove the sales and brand engagement.

Insight drawn
Personalization is the name of the game, and ATL agencies can add it to their campaigns to develop and nurture an emotional connection. Brands can call on the individual identity by integrating regional themes, localized contexts, or pulling a Coke and name-dropping.

2. Nike’s ‘Just Do It’ 

Empowering a mindset

Launched in the late 80’s, Nike’s ‘Just Do It’ took its own shape and became more than just a campaign - a rallying cry. Starring athletes like Bo Jackson and Michael Jordan, the ads targeted both athletes and non-athletes to get over their fears and just do it.

By developing an overarching theme of breaking the limits, instead of taking the traditional approach of simply promoting its products, Nike established itself as a symbol of the undying spirit.

Insight drawn

Working on individual products and services is fine, but crafting a theme that resonates a universal sentiment is better. This approach will work especially well for brands looking to set themselves as a part of the consumer’s lifestyle.

3.) Apple’s ‘Think Different’ 

Differentiation through identity

Apple’s ‘Think Different’ wasn’t a glorified hardware/software presentation, but rather, a celebration of thinkers and rebels who changed the status quo, and then the world. By associating with revolutionaries like Martin Luther King Jr. and Mahatma Gandhi, Apple nudged everyone to embrace their individuality, creativity, and innovation - something that became synonymous with the brand itself.

Insight drawn 

Work on setting up an ethos around the brand, which separates you from your competitors in the market. If you’re a brand strategy consulting firm, your ATL marketing approach should establish what your client’s brand stands for, then work on honing their product’s/service’s messaging.