KPN doesn't want iPhone 6 fans to worry, so they sent a mobile tailor out to greet them in the line for the new iPhone. Every person who bought a new phone was offered a free adjustment to their pants, a super-sized pocket, making their phone pocket large enough to accommodate the much larger phones. This way, KPN avoids #bendgate while positioning themselves as über-clever and rather funny telecom for all your iPhone needs.

Kids, this is how you do situational marketing. Talk to your customer where your customers are. Right now they're lining up for iPhones.

Ad agency: N=5

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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