I’ve got this theory that brands can engender irrational consumer loyalty through generosity, which was recently reinforced by a trip in a London cab. Black cabs are not usually known for their largesse, however, this time it was different. Thanks to O2, I was able to make free calls to any UK number from a branded radio phone in the back – it just so happened I needed to phone my mum, so I did.
I also happened to tell her on the phone that it was being paid for by O2, I told my girlfriend when I got home, I told my colleagues the next day and I’m telling you now. This probably cost O2 20p but has made a whole load of people think more positively about the O2 brand, one of them possibly forever. The taxi driver told me that last Christmas, anyone that jumped in his cab had their fare paid for by O2. How great is that? I wouldn’t have shut up about that for months if it had happened to me.
This reminded me of the Effie award winning “Honda Helpful” campaign by Secret Weapon Marketing. Their lofty ambition (they’re always the best) was to win over consumers “who’d felt abused by car dealers for decades”. And do you know what they did? They apologised! And they promised to make up for their terrible behaviour. Finally, unbelievably, they were actually true to their word. Honda Helpful street teams loaded people’s cars at supermarkets, delivered bottled water to construction workers, gave out umbrellas when it rained and, my favourite, covered all 473 parking meters on Second Street, Long Beach, with blue, Honda branded hoods that read "It's on us". How great is that? As the Effie site says, "Real people out in the real world, changing people’s minds, one helpful deed at a time."
Photo by Patrick Mayon