Recycling and renewing creative communication – an ISLANDpeople case study
Recycling and renewal. They’re two critical factors in creative communication. In Trinidad and Tobago, entertainment promotion sets a high benchmark for creativity, as far as I’m concerned. Party promoters and planners create promotions that entertain you and make you want to experience their events. They have fun doing it, and we have fun listening to them.This week I limed (local term for hang out) with an old friend, Derrick Lewis – Creative Director of ISLANDpeople (IP), a party and event company - and the conversation turned to one of their signature parties, Caution, which takes place on July 14. Every year, IP has signature events. Same name, same concept, but different execution. The hype with Caution is that you know you’re going to have fun, you know they’re going to entertain you, and you don’t know where the party is until you reach there! Seriously. You will just know that hey, make it to Port of Spain or wherever, and from there you’ll start to see signs that lead you to the event. They include caution signs, caution tape, people on the roadsides pointing in directions or whatever else IP chooses to use as markers.Communication games
There’s nothing like an informer in ISLANDpeople. Few staff members know where the venue is and they hold this dearly to their heart. It’s not that IP doesn’t trust its staff. It’s just that when hundreds of party fans are calling the office 24/7 begging staff to divulge the location, and committee members’ friends and family keep begging them to let them in on the secret, the probability of secret leaking is seriously high. Getting in on a secret is one of the most tempting things. It’s exciting; the suspense can be equally thrilling and irritating; and it makes you decide to attempt to find out for yourself. All of these factors resonate with people on an emotional level, and pushes the ante in persuasion and attraction techniques.
Attraction envy
As a communicator, it’s easy to envy ISLANDpeople. Why? They don’t need to advertise to get people to attend their fetes. They don’t need to do any promotion. Their track record is one of fun, posh parties that focus on the experience. Plus, since partygoers know that events are held annually, and that they’re hosted the same month every year, they’re expecting it. Before IP can even start promotion, their phones are ringing off the hook with orders for tickets. Plus, being on Facebook ensures buzz for the event, as people are increasingly turning to Facebook to keep abreast of what’s happening.Normally, IP sends email to its e-mail list of regulars, although the truth is they don’t need to advertise. Yet IP prides itself on being creative, teasing you. I got to witness this first hand about two years ago when I worked with them on two, major projects.
ISLANDpeople isn’t just an event outfit. It’s a brand that continues to attract the young and the old, the down-to-earth and the posh crews. They’ve got massive brand power, and serious ability to attract the masses. Admittedly, there are many factors responsible for this. People want to be associated with them, because they’re seen as cool, and trendsetters. And although you may hear a complaint here or there, the fact is people keep returning for more of the ISLANDpeople experience.
Entertaining communication
But what’s got me buzzing on ISLANDpeople and Caution is the fact that they’ve gone social media on us, and I love it. On You Tube you can find a three-part, video series of the build up of planning for Caution – complete with sound effects and subtitling. A fourth installment is on its way. The videos aren’t blatant ads. Instead of going the usual route of saying, we’re having an event and you need to come, they give you a behind-the-scenes look at the planning, and evoke great expectations. The videos ooze with creativity and fun. You’ll be screaming with laughter. I did (especially when Marlon jumped over the wall; you’ve got to see it).
But more than that, they made me seriously consider attending Caution this year, although I vowed to boycott (last year the traffic was reeeeeediculous, as hundreds of cars made their way to the venue, and the road didn’t allow a free flow, so I was stuck in traffic for about two hours). I’m normally good at sticking to my boycott decisions, but I’m willing to bend this time.
A fun approach to serious issues
With Caution events, IP has promoted issues like the importance of safe driving and protection from sexually transmitted diseases and HIV/AIDS. This year, the theme is recycling.
“It’s also about social responsibility”, says Derrick. “We always try to send a message with Caution. This year, the theme is recycling, but we’re not getting philosophical about it. We’re doing it in a fun way. We want people to think about what they’re throwing away, what they’re doing, and what they can do to protect the environment and to help T&T stay clean.”
The videos show IP’s offices, and a series of events with IP staff recycling and renewing their concept for Caution 2007. It’s completely entertaining.
The power of suggestion
The point is that when you can convince someone to buy your product without asking them to, you’re the best persuader on the planet. Check out the videos below, and tell me, do they make you feel interested, curious and engaged about the event? Do they make you feel to attend?
The Videos
Caution – Part One
Caution Part Two
Caution Part Three
Caution Part Four
On its way.
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whats up with the social responsibility this year we cant wait………..jus kiks