 Universal Truths - Parent Awareness - Inflatable Bubbles - IAT
I don't see myself as much of an experiential marketer as an explorer in the never ending search of uncovering and connecting with Universal Truths. C'Mon - really - how much more sexy does that sound than "I'm a marketer" anyway - total Indiana Jones? :) There are absolute truths that are sometimes in plain sight, others are unspoken and some are nearly impossible to find or identify.
The ability to find, qualify and to harness the power of these universal truths turns experiential marketing campaigns into movements, and gives campaigns an eternal shelf life. This is because, if done correctly, your campaign will become a movement of sorts that that will transcend the brand that started the exploration and make it's way into the mainstream conversation. Your brand will always be associated with the unveiling, and the extended conversations! Regular campaigns disappear - universal truths don't!
I reserve the name universal truths for the really, really big - very, very real - truths that are so powerful - so connectable - they can launch a brand zooming past the program's objectives, their competitions and reposition the brand in a whole new light.
Generally, these truths are reserved for ad council ads - the low hanging fruit. Things that need to be brought into the social conscious in order to effect change.
 Like ummmmm. For example - the TRUTH campaign. Wow, how unfortunate would it had been if I had missed that one? It basically looks through catalogs of papers from the last 5 decades and does various things to shine a spotlight on these facts as they interpret them. If you are wondering, I don't smoke, but I also don't rush to judgment about anything. It seems fairly obvious, but who am I to say?:) I just want someone to come up with a personalized air bubble for smokers.
Personal air bubble you say?
The Big Idea? A bubble (inflatable/travel-size) that smokers can step into to really enjoy all of the smoke that they paid for. I mean, they are very kind to share the smoke, but in this particular case - Sharing is not caring. And besides, if they are the ones that want to smoke then why do WE not get the benefit of the filter? This fact has always puzzled me
However, there are several other universal truths that are out there that corporations can bring to the forefront.
 Let me give one example that we just recently launched - would love to hear some of yours.
In the United States our schools do the job of preparing the students on how to do the job, but not how to get the job.
Sure, there are some great career centers and other sources to help assist, but when it comes down to it - You must learn how to get the job before you can do it!
Parents, in my opinion, need to be made more aware of this. Think about it. If you are a parent then you obviously want your child to be fully prepared to enter the workforce. Most parents, when questioned pause and then say, ' Gees, you know - I NEVER really thought about it, but IT IS a problem." We, Swivel, saw an opportunity to bring this into the spotlight. The question then became what do we create to get this brought front and center into the conversation. CLICK HERE to see pictures and brief explanations.
We recognized that there were tests to get from one grade to the next, and even from high school to college. However, there wasn't a test to see if students were prepared with the proper skills to take the biggest step of all. So, we created a device called the (IAT) Interview Aptitude Test. So, if all goes well, start looking for the articles about the gap in the system - the one that we are now shining the light on.
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