The Best Marketing Campaigns of 2023 So Far
From an audacious cereal brand’s clever twist on celebrity endorsements to a major airline addressing work-life balance struggles, these are the best campaigns of 2023 so far. These companies have made a lasting impression on consumers by injecting humour and creativity into their marketing.
1. Surreal Cereal “Celebrity Endorsement
In this hilarious viral marketing campaign, the health cereal brand ‘Surreal’ has found a novel loophole. Billboards proclaiming that Surreal is Dwayne Johnson’s favourite cereal appeared around London. The twist? Dwayne Johnson is a bus driver from London who shares the same name as the famous actor.
Why it Works
Bold. Outrageous. Witty. This marketing campaign has all the ingredients behind the most successful publicity stunts. People love to root for the underdog, and people love a daring move. The billboards captured public attention, covering the brand in multiple media outlets and going viral on Linkedin. Pictures of the billboards soon disappeared off Surreal’s Linkedin and were replaced by these “lawyer-approved” adverts.
2. British Airways “Out of Office”
British Airways encourages office workers up and down the country to switch off during their holidays and leave work stresses behind. British Airways released a series of hilarious spoof “out-of-office” emails containing a healthy dose of brutal honesty.
Why it Works
The marketing campaign speaks to the frustrations of office workers who struggle to leave work stresses behind during their holidays. The rise of remote working has blurred the line between personal and professional life, leaving many corporate workers needing help to switch off during their downtime. The BA adverts say what overworked employees wish they could say no when their boss rings them with yet another “urgent” question during their annual leave.
3. Samsung “ISOCELL Photobooth”
Visitors to Picadilly Circus were in for the surprise of their lives when they discovered this seemingly ordinary photo booth had a slight modification. The unsuspecting Londoners waited for the booth to print their photos, only to find their pictures uploaded in high-definition on a billboard behind them. Videos of customers seeing their faces appear on the billboard went viral on TikTok, with over 91M views. The Isocell photo booth was equipped with the Samsung Galaxy S23 Ultra camera technology.
Why it Works
Not only does the PR campaign have a lot of viral potential but it also ties the messaging back to Samsung’s product and its selling point. Lots of viral PR campaigns are very effective at getting companies talked about but very ineffective at promoting the actual product. Seeing the high-definition images up close on the billboards is a powerful visual that’s likely to stick with people.
4. McDonald’s “Raise Your Arches”
In this feel-good video advert, office workers abandon their desks and flock to the local McDonald’s. With nothing but a raised eyebrow, the office workers slowly recruit the entire building along for the ride. Their synchronicity would be creepy if it weren’t so upbeat.
Why it Works
Who hasn’t succumbed to the temptation of a McDonald’s on a Friday in the office? Despite bringing a packed lunch with the best intentions, the word “Maccies?” from a coworker can instantly break even the strongest of resolutions. And, if we’re honest with ourselves, there’s no joy greater. This video campaign reminds you of the enduring social power of McDonald’s’; these coworkers don’t need to utter a single word to know that they are referring to the fast food chain.
