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The Tipping Point in action

One of the most fascinating videos I have ever seen has hideous camera work and a God-awful soundtrack.

You’ll be tempted to turn if off after 2 or 3 seconds, but this one rewards you for sticking with it for the full 3 minutes and 6 seconds, because it shows something we mostly only ever read about.

A tipping point.

For those who haven’t read Malcolm Gladwell’s book, the tipping point is the moment where a product, service or an idea suddenly becomes  popular. It’s described as ‘the level where the momentum for change becomes unstoppable’. It’s the brand that was unknown yesterday and is now on everyone’s lips.

Like Twitter.

It tipped after being featured at the 2007 South by Southwest Interactive Conference. Before the conference, the number of tweets a day was 20,000. During the conference, it jumped to 60,000, and now it’s up around 3 million tweets a day.

Or the ‘Twilight’ series, which was first published in 2005 to the delight of teenage girls, but now seems to be on everyone’s bookshelf and, with the movie release, has entered popular culture and spawned terms such as ‘Twilight Moms‘.

But back to the video (below), taken at the Sasquatch Music Festival in 2009.

While everyone sits and chats on picnic blankets, a lone man (very possibly under the influence of something illegal) starts a crazy little dance and is quickly joined by his mate. At that point their idea – ‘let’s dance’ – is not something anyone else wants buy into. Most ignore them, some look a little embarrassed for them. But these two are having a grand old time while the crowd just sits and stares.

Now it’s gotta take guts – or hard drugs – to swim against the current like these guys are.

In front of hundreds of people they’re flying in the face of the status quo. They’ve just launched a new idea and nobody is quite sure what to make of it. And we humans tend to prefer the safety of numbers. Socially, it’s much safer to do what the majority of the crowd is doing.

But look at what happens at the 1:20 mark.

Another 8 people join the group.

This idea just tipped.

Now in that group of 8, there was very likely one brave (and popular) soul who not only decided to get up and dance, but convinced 7 of his closest friends to do so too. No longer are we watching a couple of weirdos dancing in a field, we’re at a small dance party. And that clearly makes all the difference.

At 1:30,  people are running – literally running – to join in.

At 1:50, the dancers have taken over from the picnic blanketers. Get up and dance, little fellas, or you’re gonna get trod on.

At the end of the video, at least 100 people are on their feet, waving their arms in the air. We’ve gone from a few picnickers on blankets to a swarming, dancing crowd.

New ideas work this way too. They don’t necessarily take off immediately.

We have a quote on the wall here, readying: “Don’t worry about people stealing your idea. If it’s truly original you’ll have to ram it down their throats”.

But if you get the right few people behind it, it’ll take off faster than you can believe.

xk

Like this piece? Think Kate’s full of it? Let us know by adding a comment or emailing her here
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FedUni and Publicis CUBED Win Top Award

Ryan Petie, CUBED Creative Director; Todd Walker, Deputy Vice-Chancellor (Engagement) at Federation University Australia; Jamie McDonald, Director of Marketing, Advancement & Community Engagement, Federation University Australia

Ryan Petie, CUBED Creative Director; Todd Walker, Deputy Vice-Chancellor (Engagement); Jamie McDonald, Director of Marketing, Advancement & Community Engagement.

Federation University Australia (FedUni) and data-driven marketing communications agency Publicis CUBED have won a prestigious education award for their campaign called The Federation Generation. Details »

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Welcome to the New Age of Nerdery

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Federation University Australia (FedUni) is one of the nation’s leading regional universities. However, with the university’s brand still in its infancy, the Faculty of Science & Technology (FoST) were tasked to attract prospective students to their two schools comprising three disciplines – IT, Engineering, and Science & Technology.

Details »

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The Stroke Foundation – Max’s Story

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In January the Stroke Foundation enlisted the help of Publicis CUBED to kick-off the first Cash Donor acquisition campaign of 2016. With the aim of building higher retention rates and generating larger gift donations, Publicis CUBED’s job was simple – produce a comms so compelling that audiences would donate generously to the deserving charity.

Details »

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Man vs. Machine – The Debate to End All Debates

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ADMA, the Association for Data-Driven Marketing & Advertising, is the largest marketing body in Australia ­supporting and promoting excellence in data-driven marketing. To build awareness for their latest event, we were asked to create a campaign to promote ‘The Ultimate Industry Lunch’ ­– Man vs Machine, a debate over the merits of creativity versus data. The debate to end all debates starred industry heavyweights Steve Coll and Tony Davis fighting it out in epic proportions live from the Melbourne Arts Centre. Details »

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Bakers Delight

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With the aim of providing fast artwork solutions with quality and flair, Publicis CUBED has been working with the family favourite, Bakers Delight, to do just that.

Details »

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A Big Boost for FedUni

This Open Day, Federation University Australia and Publicis CUBED’s challenge was to increase attendance across both the Ballarat and Gippsland campuses.

To build greater awareness of FedUni and drive traffic to Open Day 2015, we delivered a range of event-specific communications and launched a multi-media campaign called the “Federation Generation” that coincided with the event. The aim was to alter the national mindset that metro-based universities are a better choice than their regional counterparts by championing the school’s unique regional spirit, breadth of exciting courses and top-quality teaching.

Details »

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ANZ Access All Areas

Turning 18 is a major milestone for young Australians. For ANZ, it presented an opportunity to connect with their customers and discuss their changing financial needs while welcoming them to adulthood.

Details »

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A day in the life of a suit on shoot

 

It’s 5:00am – the alarm sounds to remove you from the all-too-brief slumber of the night before and remind you that it’s shoot day. You rummage blindly in the dark, fumbling through a plethora of printouts to gather your essentials. Call sheets, talent lists, scripts and your trusty notebook in hand, you brave the morning chill to make it to the car and it’s off to work.

Details »

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Federation University Australia appoints Publicis CUBED after competitive pitch

Publicis CUBED has been appointed as marketing communications partner for Federation University Australia after a public tender process. Publicis CUBED has held the account for several years but due to the contract period ending, a competitive pitch was conducted. Details »

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Publicis CUBED leader appointed Chair of ADMA’s State Branch Board Advisory Committee

Publicis CUBED Managing Director Mike Chuter has been appointed Chair of ADMA’s State Branch Board Advisory Committee.

The role means Mike will have a key role in defining trends and determining the needs of the marketing, media and advertising industry in relation to data-driven business practice.

Details »

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Sharkbanz

 

The idea of a shark in the water is enough to scare even the most seasoned of beach goers. Well, there’s a product that could help alleviate that fear and Publicis CUBED teamed up with Lahra Carey Media & Communications to launch Sharkbanz in Australia and New Zealand.

Sharkbanz is a totally unique product worn by swimmers that generates a magnetic pulse, effectively repelling sharks. We were tasked to promote the brand on a limited budget in Australia and New Zealand. Details »

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AssetOwl – Brand Development

In the hopes of securing a roll-out of their new technology, the business came to us a few weeks before they were due to meet with one of the largest retail groups in Australia.

The business wanted a new brand name, tagline and logo – as well as a presentation and collateral that demonstrated their unique product offering – a cloud–based technology designed to help major retailers better view their entire network. The combined benefits assist to improve productivity through greater visibility, greater speed to market and consistency of in-store offer and in turn delivers a better customer experience.

Details »

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Publicis CUBED Hearts Valentine’s Day

We’ve been inundated with love from our clients! A simple idea to write poems of love for our clients’ Valentines has meant we’ve been bombarded with requests. Participants provided basic information for our writers to turn the information into ‘mots d’amour’ through a Love Limerick, Happy Haiku or Cupid’s acrostic.  Details »

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Info Day 2014 – We’ve got your back

In light of year 12 results, we wanted to assuage student fears that regardless of school results, Federation University Australia had their back.

Our challenge was to mitigate students’ fears and show them that all hope was not lost – regardless of their school results. We wanted to encourage them to get along to FedUni’s Info day to find assistance in helping them make their big decision about their future…and ultimately make FedUni their preference. Details »

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Where to find us

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CUBED Communications

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Southbank VIC 3006

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Phone: (03) 9685 3433
Fax: (03) 9685 3434

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News

20Sep

FedUni and Publicis CUBED Win Top Award

Federation University Australia (FedUni) and data-driven marketin...

6Jul

Welcome to the New Age of Nerdery

Federation University Australia (FedUni) is one of the nation’s...

5Jul

The Stroke Foundation – Max’s Story

In January the Stroke Foundation enlisted the help of Publicis CU...

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