Create ideas using: Unexpected environment
How do I choose the right unexpected environment?
Pick places where your audience is but your competitors aren't, or where the contrast creates meaning. Meditation apps in loud nightclubs, luxury brands in thrift stores, fitness brands in hospitals. The environment should amplify your message through contrast, not just be weird for weird's sake.
What if the unexpected environment undermines my brand?
Then you chose poorly. The environment should challenge expectations while still making sense for your positioning. A luxury brand can appear in unexpected places if the execution maintains luxury. But if the environment genuinely contradicts your brand values, you're not being clever--you're being incoherent.
Example: How it could look
A premium headphone brand doesn't advertise in music venues--they put listening stations in busy subway platforms. The message: our noise-canceling is so good, you can find peace in chaos. The chaotic environment proves the product benefit better than any quiet showroom could.
Or like this:
Why is Unexpected environment a great technique?
Unexpected environments create powerful contrast that makes messages more memorable and demonstrates product benefits in compelling contexts.
Creates surprise and attention through placement
Provides proof through environmental challenge
Reaches audiences in new contexts
Generates PR through unexpected appearances
Environment shapes perception. When you appear where nobody expects you, you force people to reconsider their assumptions about your category and your brand. That disruption is valuable--if you can make it make sense.
! When not to use the Unexpected environment Technique
When the unexpected environment is just random placement without strategic value. Surprise without purpose is waste.
Technique first described by www.deckofbrilliance.com