Let’s face it – our attention spans are shorter than a TikTok dance. With everyone scrolling, skipping, and swiping, brands need to do more than just show up; they need to stop the scroll.
Enter ‘what’s the fuss’ marketing. The art of creating bold, surprising content that grabs attention, sparks conversation, and makes your brand the star of every group chat.
But here’s the twist: it’s not just about going viral; it’s about being memorable, relatable, and consistent. Because what good is 15 seconds of fame if everyone forgets you the next day?
What is ‘what’s the fuss’ marketing?
It’s disruptive marketing with a twist of wow. It’s the kind of marketing that makes people stop and think, ‘Wait … what?’
It thrives on surprise – doing the unexpected, relatability – making it culturally or emotionally resonate, and shareability – turning viewers into brand fans, one group chat at a time. Think of it as the marketing equivalent of a mic drop – but planned with precision.
This type of marketing transcends borders, with social and mobile often playing the role of mass virality across the globe. Luckily for regional marketers, we don’t have to look far to gain inspiration from brands mastering the art of surprise.
At our doorstep, we’ve seen Red Bull base jump off of Dubai’s Address Beach Resort and land a plane on the Burj Al Arab helipad, while Careem slingshotted deliveries across JBR, and Emirates welcomed the world back to Dubai post-Covid with a hand-written message from the top of Burj Khalifa.
But what if you don’t have the budget – or access – to the tallest addresses across the city?
Creating content that surprises (and has impact)
Cooking up your own ‘what’s the fuss’ moments doesn’t have to break the marketing budget, but they do follow patterns you should think about if you’re bold enough to give it a punt.
Start with shock, but always end with substance: Yes, you want the scroll-stopping moment, but all content needs to lead somewhere. A stunt is just noise if it doesn’t tie back to your brand’s story.
Ride the cultural wave: Tap into cultural moments or local insights and make them relatable. This isn’t always about calendar moments, or jumping on a moment of hype. Do your best to find the moments that matter to your fans and show up with relatable delight.
Sprinkle in some humour: Because why not? A smile breaks the ice and makes your brand more likable.
Think beyond the moment: What happens after your content gets shared? The conversation shouldn’t stop there. Brands like Nike and Tesla have built a reputation beyond one-offs, to the point where you stop and pay attention whenever they show up and have the spotlight on them.
And lastly, the golden rule of ‘what’s the fuss’ marketing is simple: Always stay true to your brand.
Any campaign should always amplify your values, not contradict them. Yes, you want to be disruptive, but don’t come across disjointed.
And the whole purpose of marketing is to drive business results, so be clear on the metrics that matter – be it brand or performance.
Make them say ‘wow’
‘What’s the fuss’ marketing isn’t just about breaking the internet; it’s about breaking the monotony.
It’s about creating moments of magic that make people remember, connect, and engage with. And in a market as dynamic as the Middle East, where innovation often meets tradition, the opportunities for ‘what’s the fuss’ campaigns are limitless.
So whether you’re scaling new heights (literally, like Emirates) or cracking local stunts (Careem, we see you), remember: surprise them. Delight them. But above all, be unforgettable.
Now go make some marketing magic and make them say ‘wow’.
By Mike Khouri, Founder and CEO at Tactical.
