Page 97 - Overthrow_Black&WhiteVersion

They zag across all touchpoints outside of media too, reimagining the packaging of the product,
the store experience, the people that represent
the product, the opening hours, etc. They reimagine everything. Every touchpoint should tell the story that they are different.
Media Essentials:
• Set out your counter stance with conviction
• Create shareable content in social channels that mocks category trends
• Use broadcast channels to continue your category parodies
• Reimagine every touchpoint: identify the grip of the category and always do the opposite
Secret Ingredient:
• The art of parody
96 Enlightened Zagger