Tiki-Taka advertising

Are you familiar with the Tiki-Taka revolution? Tiki-Taka is the style of play with which the Spanish national team and FC Barcelona are currently revolutionizing the world of football. The style is characterized by precise and offensive short and long passing as well as a high proportion of possession by the attacking team. Almost the entire team is constantly on the move and allows the ball to circulate through its ranks. Tiki-Taka is a very successful style of play, provided you have technically skilled creative players with a high willingness to run and rehearsed moves. The counterpart to the Spanish Tiki-Taka is the British Kick and Rush. It is an outdated style of play in which the ball is kicked from defense far forward into the opponent's penalty area in order to achieve a quick finish. Due to the lack of orderly build-up play, the balls usually end up with the opponent immediately.

Are you familiar with the SoLoMo revolution? SoLoMo is the modern advertising style with which progressive companies are currently revolutionizing the marketing world. The style is characterized by the orderly interaction of social media platforms, geo-location applications and mobile smartphones. The conclusion-oriented concept is characteristic. The consumer is immediately put in a promising position to close a deal by means of a perfectly timed offer. The counterpart to the SoLoMo advertising style is traditional watering can advertising. Comparable to the kick and rush in football, one-size-fits-all messages are broadcast remotely into TV rooms via mass media after work.

In the world of Social Media 2.0, people are constantly online and they move around in real living spaces at the same time. The image of the Big Mac-consuming PC supersurfer is a thing of the past. Thanks to the explosive spread of the small pocket computer known as the smartphone, large sections of the population can access social networks and other platforms at any time and from anywhere. Moreover, people are social beings, seek recognition and are always on the lookout for bargains. They are not averse to exclusive information, an insider tip, a chance to win or an item of clothing at a special price. And they have understood that if you link your digital and real worlds profitably, moving elegantly back and forth between the two worlds in real time, you are always one step closer to the next bargain. Provided you have the right brands as friends! Brands that know which geo-location applications are used to send offer notifications to smartphones and which know when consumers find the offer impulses pleasant and helpful.

H&M advertises SoLoMo and this is how it works:
In its SoLoMo campaign, H&M caters to the modern consumer's growing need for participation and focuses on the two motivators of fun and bargains. For fun, the enthusiastic fashion community is photographed in front of columns with David Beckham in an original pose. The reward is a fashion voucher for immediate redemption in the nearest H&M store. The fashion giant pulls out all the stops in its modern tiki-taka campaign. A passing combination with six perfectly timed passes puts the fashion lover in a promising finishing position.

1. performance: Without quantified promises of success, one should no longer embark on advertising adventures. For H&M, the focus is on increasing footfall in the fashion stores. However, such a campaign designed to encourage participation is also the perfect opportunity to increase and expand the number of members of its social media networks.

2. places of power: New York, Los Angeles and San Francisco are the three campaign locations and they all - worldwide - have the charisma of leading trend and fashion metropolises. The environment in which a campaign takes place has a major influence on the quality of its perception.

3rd flank god: David Beckham is a free-kick terror for goalkeepers, a cross god for center forwards and a style icon for the fashion community. And Becks is a celebrity for H&M. His endorsement as an underwear model from TV, print and poster advertising is widely known. Well-chosen celebrities are well suited as flanking campaign amplifiers, but they are expensive. Therefore, everything must be done to ensure that the costly advertising energy generated with traditional media is discharged in a sales explosion at the end of the marketing funnel.

4. eye-catcher: Statues are symbols of power, attract attention and are popular subjects for photos. Statues can be placed in or around the sales outlet. Creative forms of such point-of-sale outposts are attractive frequency generators, especially for locations away from the main consumer flows.

5. added value: Fun and bargains are the main attractions of every shopping trip. Don't do it if you don't have the will to create the exclusive hammer offer. And don't do it if the desire to have fun seems inappropriate. Generosity and a wink belong to advertising like Tiki belongs to Taka.

6. direction: Platforms, applications, talented technicians and clever experience designers direct the development and implementation of modern networked campaigns. Their perfect interplay is what makes the magic possible. The trick is to link existing applications that users have already learned with platforms and to create a user-friendly and target-oriented process.

7. story design: Anyone who spontaneously comes across a pillar of H&M advertising star David Beckham on a shopping trip in the streets of San Francisco, Manhattan or Beverly Hills in August 2012 will have their picture taken in front of it with their mobile smartphone in an original way. At the same time, those photographed publish the snapshot via the mobile location-based engagement application Instagram with the hashtag #HMBeckham on the specially created mobile campaign microsite. A lively exchange began among the Snapshotters. On the microsite, users can find the locations of other statues and navigate to them. And they can like, tweet and comment on the snapshots of other participants on Instagram and their social media platforms. The picture storm spreads quickly beyond the microsite and Instagram to the users' social media networks. Anyone who follows the H&M Twitter page and subscribes to the H&M e-mail newsletter also increases their chances of winning. The automatic participation in competitions and the guaranteed prospect of an instant bargain in a nearby H&M store are an incentive to take part. Are you already playing modern Tiki-Taka or are you still cultivating the rustic kick-and-rush advertising style?

Beat Hürlimann