Every category develops conventions — the way you talk, what you show, what you promise, how you behave. Those conventions exist for good reason. But when everyone follows them because everyone else is, the conventions stop being strategy and start being camouflage.
Here are four tactics from the Shift Perception Engine that went the other way — and made the category's logic visible by breaking it.
- Reward the behaviour your category is supposed to eliminate
- Invent the world's most pointless job to prove you don't need one
- Make inconvenience the product
- Celebrate the opposite of what your category celebrates
1. Reward the behaviour your category is supposed to eliminate
Take the defining transaction of your category — and flip who benefits from it.
Stay Home Miles Exchange — Thai Airways, Wunderman Thompson, 2020
Airlines earn revenue when people fly. Loyalty programmes exist to make people fly more. During the pandemic, flying was irresponsible. The conventional response across the category was paralysis — airlines went quiet, cut capacity, and waited. The dumb answer: Thai Airways built an app that lets users earn air miles by staying home, verified through location data. The category logic — you earn miles by moving — was reversed entirely. You earned them by staying still. The campaign gained 30,000 users in its first week. More importantly, it kept Thai Airways meaningful during a period when being an airline was, by definition, the wrong thing to be.
Joe Boxer launched the Inactivity Tracker in 2015 — a wearable device that tracked how little you moved while wearing Joe Boxer underwear, rewarding laziness rather than movement. Every fitness tracker in the market measured steps. Joe Boxer measured stillness. The parody subverted the dominant cultural trend, making comfort feel like a brand philosophy rather than a default.
