1 post tagged “grass-roots”

Usually when I find the time to write I try to focus on one topic... or one experience.. but i've been so lazy toying around with one topic that in the mean time a second one has arisen. So today you get two for one..

You don't have to spend too much time in Dubai to realise how horrendous the driving conditions are. When you combine many different nationalities on the road, all driving the way they do at home with a lethal mixture of cheap fuel and cheap cars... and don't forget to throw in zero public transport.... you get something that resembles the Bathurst 1000 on meth. Battling the traffic is the reason I've become one of the first people into the office every morning, instead of one of the last, and that's just going against the traffic!

Changing lanes is a daily episode from Elm St. Most cars are loathe to let you change lanes and will usually speed up to tail gate the car in front so it is impossible for you to make the turn off. You can even start getting ready to change lanes five minutes before the turn off comes up and at the last minute a taxi driver will speed up and bump you out of the lane.

I miss a lot about home... but last week I missed the courtesy wave. Sydney siders are renowned for it... that little wave that someone gives you when they cut into traffic in front of you... it eases the road rage burden and always makes me happy that people are so considerate... it's driving manners. I Love the courtesy wave, I used it often but I never abused it or forgot about it. And then... just when I was mid mourning the beloved wave... it was extended to me.

I almost didn't see it... it was so small.... but there it was... sure enough... the courtesy wave. I was shocked and oh so happy. It was the nicest interaction I had all week! Someone cares! I'm not alone in my morning rumble to work. So that's it... I'm bringing back the wave. It doesn't matter that I drive to work down a highway with five lanes of traffic, I'm bringing the courtesy wave to Dubai. It made me so happy, so why not share the love. If you're in the area get involved! I'm wondering if there is any way I can sell it into a client and get everyone involved!

Speaking of great campaigns I came across an article talking about a really simple viral campaign. As of July 1 2008 it will be illegal to talk on your mobile phone and drive at the same time in California... catching up with the rest of the world guys... good work! A YouTube clip has been created that shows a teenager who hid a camera in his dashboard and went to take his road test with five different instructors, on each occasion, obnoxiously using his cell phone, despite their requesting him not to. It's hilarious.... and its an ad for a company that sells hands free devices... brilliant! Easy and hilarious... a great example of how a company can use the web to create a fantastic campaign...  

Too many companies spend too much money trying to create online campaigns.. completely missing the point that that's what is so great about the web... you can do things simpler and more cleaver to reach out to your audiences than ever before. Consumers are constantly bombarded by advertisements these days that companies need to be more personal with their approach... and grassroots campaigns are a winner.  I'd even go as far ahead to say it's the most effective form of communication...

There have been quite a few campaigns like this around.... what are your favourites?