Making the customer the star

There’s a lot of talk that we’re entering the age of AI in retail. The fact is, we’re in (and always have been) the age of the customer. With that in mind, it’s worth noting that effective Story-Living doesn’t have to involve the product. Volkswagen and Lean Cuisine have both proven that taking your product out of the spotlight and putting your customers centre stage can create highly positive brand association.

As part of their Fun Theory initiative, VW’s piano stairs made taking the stairs far more fun and rewarding than using the neighbouring escalator. While Lean Cuisine’s #WeighThis activation in New York’s Grand Central Station encouraged people to weigh themselves in something other than physical weight. Inviting answers like the amount of love given to children and the work ethic required to return to school.

Story-Living is a publication of Intermarketing Agency.