Source: KATHRYN MORTON, TheStar.com
So Coors Light has been running a series of these “cooler than…” Out Of Home campaigns. Unfortunately they took it a little too far. The picture above is of an ad that Molson ran in B.C. Of course, wide criticism is now leading them to take the ads down. But I think its a little too late.
I’m sorry Molson, but I won’t drink Coors Light anymore! Thanks but no Thanks.
Marketing Commentary by .
Remember the most basic lesson in consumer behaviour? Consumers are like actors – playing different roles at different times …either during a day or during their lives in general. So it becomes absolutely essential to understand what role your target consumer is playing at the time they’re exposed to your messages.
So, if you’re (as a consumer) at a club and looking at that screen above the urinal for 45 seconds (or however long it takes for you to pee), the ads have got to be related to the role you’re currently playing to actually invoke any purchasing behaviour. Are OOH campaign designers paying attention? Maybe.
Here’s an example of what I think is a clever but not particularly effective campaign.
Marketing Commentary by .
I was at the Pride Parade (and there were a lot of product placements and sponsors there!) yesterday and at the end, I asked a few of my friends if there was any particular product that really stood out in the crowd. The answer seemed unanimous – it was Virgin mobile with their clever tag-line:
“Sometimes we call. Sometimes we text. We go both ways.”
Another well executed campaign worth mentioning was Stride gum. They had a PINK party going and were being quite generous in throwing out product samples (although I’m not sure how happy city officials were about that). However, I must add that my friends and I expected the gum to last a lot longer than it did.
Marketing Commentary by .
Oct 09
12
McKim Cringan George does a cool campaign for Agape Table
Great copy, great idea and a demonstration of an understanding of consumer behaviour …. making people read between the lines!
Posted in Marketing Commentary by Ujwal Arkalgud. No Comments