Disruptive Advertising and Cutting Through the Marketing Noise

In its simplest terms, disruptive advertising means cutting through the noise. It’s a way of reframing how people think about an issue or subject matter, earning attention in an increasingly sceptical world.Disruptive marketing comes in many forms, whether it’s reframing a well trodden narrative through storytelling, or presenting new ideas in an unexpected media format. It’s now an essential tool for brands and causes looking to capture the attention of their target audience, particularly online audiences, who reject traditional forms of advertising. Take a look at the below benefits of disruptive advertising, and you’ll soon see why so many brands are doing things differently to make themselves heard.

What is disruptive marketing or advertising?

The most successful disruptive campaigns will probably make you feel slightly uncomfortable, but they don’t set out to put audiences on edge for the sake of it. They do so because it helps them to get their message across, and sometimes that means alienating one audience to connect with another.By going against the norm and challenging preconceptions, disruptive campaigns are shared and talked about more, rising above the veritable mountain of advertising content we’re exposed to every day. Disruptive advertising can sometimes feel a little haphazard and unplanned, but that’s rarely the case. Even the most casual-sounding campaigns are usually underpinned by detailed strategic insight; understanding what will make your audience care is crucial to connecting with them.

What makes disruptive marketing so attractive?

It reduces the need for paid media

The beauty of disruptive campaigns is that they don’t necessarily require huge media budgets. Unconventional messaging and disruptive campaigns are framed for earning media as well as likes. Whether it’s a blog post, retweet or written press coverage, the more people share your message, the less you need paid media to amplify your campaign. This is particularly attractive for causes or brands with smaller marketing budgets.

It creates an emotional connection

Affordability isn’t the only advantage of disruptive advertising either. It’s also great for evoking an emotional response, building memorability and strong connections, which foster ongoing loyalty and feelings of trust. It’s this connection that provides audiences with a reason to engage with your campaign and act further, whether that’s just learning more about an issue or product, or taking a meaningful action.

It can change brand perception

Whether a brand has been around for a while and its reputation has grown tired, or is launching in a crowded market, disruptive advertising can turn things around. While a single disruptive piece of content can be highly effective in generating engagement, it’s even more valuable to take a long-term approach to disruptive advertising. Long-term strategies provide an opportunity for brand loyalty through content that’s aligned with your brand values and mission. This is more likely to drive engagement and turn eyeballs into action.

The best examples of disruptive advertising campaigns

BiteBack2030’s Social ExperimentBiteBack2030 wanted to raise awareness of its mission to combat childhood obesity. Of course, teens are a notoriously hard-to-reach audience, so a social experiment was the perfect opportunity to create a sense of outrage. It also allowed us to involve them directly, rather than using typical preachy healthy eating messaging.

Oatly’s Witty QuipsOatly’s OOH campaign this year that disrupted the norm by talking directly to its audience about its advertising. The light-hearted, humorous tone and tongue-in-cheek jibes encouraged passersby to read the ads and share them online. Our personal favourite was an unassuming bus stop poster emblazoned with the words, “‘You actually read this? Total success.”

Spotify’s Data BillboardsMusic streaming giant Spotify has become well known for its disruptive campaigns; this one took listeners’ data to highlight streaming trends and celebrate top cultural moments. Baby Shark dominated. But the less said about that the better.

We can help you form your own disruptive campaign

Disruptive campaigns have the potential to put a business on the map - for all the right reasons. By thinking a little differently, brands can evoke an emotional response and position themselves exactly how they want to.Interested in learning a bit more about how it works? Well, allow us to assist. Get in touch with our team on newbusiness@dontpaniconline.com.P.s. if you want to see what we’ve been up to lately, don’t forget to check out our recent projects.