Last year, Crown Property Management was looking for a holiday gift idea to give to 1,000 commercial tenants in its buildings across Ontario. The gift had to be shareable, sustainable, have utility beyond the holiday season and help keep the property manager top of mind. Ideally, the client also wanted the gift to remain in the office and foster a sense of community.
The marketing team brainstormed to come up with something unique that checked all the boxes. They landed on a customized, 800-piece building-block set of the company’s award-winning flagship building, complete with an exercise room, beehives on the roof and surrounding greenery.
The blocks are engineered to optimize material usage and minimize waste and are compatible with Lego bricks, allowing users to combine them with Lego parts to build new and creative items. They were also delivered in retail-style packaging for the item, including building instructions and a customized box.
Based on feedback the client received from its tenants, this was the most successful gift they had ever sent.
When Intuitive Surgical, a global leader in minimally invasive care and the pioneer of robotic-assisted surgery, started looking for ideas to raise awareness of its surgical robots, the team took a decidedly hands-on approach. They designed a custom buildable block set depicting one of the company’s top medical devices. The set was made available so sales reps could give them to surgeons who were a primary target of this promotion. To enhance the gift appeal, it was packaged in a branded box.
This out-of-the-box solution was a big hit. As employees shared their finished designs via social media and in person, the exposure generated exactly the kind of top-of-mind awareness the client wanted.
Contact APTCO for your next out-of-the-box marketing idea.
~ Steve Martin
