#11 | Contiki – Dogtiki – Vacations for dogs

A lot of April Fools’ jokes focus on providing dog versions of services for humans. Travel-tour specialists Contiki unveiled a particularly nice take on this genre with Dogtiki, a coach tour vacation that’s just for dogs.

“Now he can go on his own with dogs around his age, experience the world, get local sniffs, taste the food of different cultures and just come back with so many friends,” says one enthusiastic dog owner. The best parts involve the tour guide trying to get the vacationing pups to interact with him.

AVG SCORE

77.3%

Entertainment Value 73%
Quality of Execution 80%
Opportunistic Absurdity 77%
Brand Relevance 77%
Cultural Impact Potential 80%

Ranking Criteria

Entertainment Value – How universally funny, original and clever is the underlying concept? To what extent does it make you laugh, ponder, and make you want to share it with others?

Quality of Execution – How well is the underlying concept presented, what is the level of execution, attention to detail and overall campaign quality?

Opportunistic Absurdity – To what extent does the underlying concept actually capture the seed of a new business idea or potential market offering?

Brand Relevance – To what extent is the underlying concept consistent with, and can help propel the brand essence and market positioning of the company?

Cultural Impact – To what extent can the underlying concept serve to unify and align staff around optimal strategy and culture?

Each year, Stand-Up Strategist selects, ranks, and celebrates the best corporate April Fools campaigns worldwide – based on their potential to impact corporate strategy and culture.

Stand-Up Strategist can help your business harness humor and creativity as the engine for strong growth, internal alignment and expanded relevance.

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