16/03/2018

ŻUJ: MULTI PRZEGLĄD VOL.7 , CZYLI CO NOWEGO W ŚWIECIE MARKETINGU

Jak podaje Wikipedia, górna warga lamy jest podzielona poprzecznie co ułatwia lepszą kontrolę nad żywnością trafiającą do pyska. Żołądek lamy jest 3–częściowy, silnie umięśniony. Choć systematycznie lamy nie są zaliczane do przeżuwaczy, to anatomicznie i fizjologicznie są zwierzętami przeżuwającymi. To trochę tak jak my, gdy szukamy informacji w Internecie! Co można zjeść, przeżuwając stóg informacji ze świata marketingu?

The saying “March comes in like a lion and goes out like a lamb” doesn’t apply to weather only. In the world of marketing, the quality of ideas may be just as unstable. The first half of the month gave us real gems as well as complete failures. Interested? Check out our picks:

1. The right cause

Our first choice is a great campaign by Lacoste which won the hearts of both tennis players and animal lovers. The clothing brand launched a limited edition of polo shirts as part of their “Save Our Species” campaign. Instead of the classic crocodile, the shirts featured images of endangered species. For about €150 you can wear a porpoise, an iguana or a rhino. The 10 animals have been selected by IUCN, Lacoste and BETC Paris, who were responsible for the campaign. Interestingly enough, the number of polos produced for each series corresponds to the remaining population sizes in the wild. The campaign doesn’t only intend to raise awareness among consumers; it’s also meant to counteract the threat of animal extinction. The revenue out of 1775 sold shirts will be donated to animal charity in order to support the endangered species preservation. Looks like it’s not just crocodile tears.

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 2. Millenials and diamonds

Here’s an example of an interesting yet failed campaign. “Real is Rare,” created by Mother New York for Diamond Producers Association, was supposed to dig the diamond industry out of recession by convincing millennials to buy diamonds. Yep, you read that right. And it’s all because of generation Y being not too willing to tie the knot, which translates to low sales of engagement rings. Therefore, the campaign featured spots presenting diamonds as real symbols of a deep emotional connection between two young people; also, the message was that purchasing a diamond ring isn’t necessarily limited to marriage proposals. And though the spots are indeed beautiful, one finds it difficult not to see them as unrealistic. Is rejection of traditional forms of expressing love really the sole reason for low diamond sales? How about something more mundane, like low earnings, lack of savings and the unstable job market?

 3. Always or Never?

It’s no secret that an effective campaign is one which responds to real issues of the given social group. This year’s Cannes Lions award announcements seem to prove that. The South African branch of Always launched an educational program called Always Keeping Girls in School. The goal is to help young girls understand their body and prevent them from skipping school due to being on their period. The program includes donations for feminine hygiene products as well as discussion panels regarding puberty and hygiene. The campaign visuals featured Always product packages with the logo changed from “Always” into “Never” with the accompanying slogan: “9 million girls may NEVER reach their full academic potential.”

4. OB_S__Y

The campaign created by Cancer Research UK turned out to be a misstep. The health organisation wanted to raise awareness of obesity being the second, after smoking, most common cause of cancer. As it turns out, only 15% of British people are aware of the deadly consequences of clinical obesity. Cancer Research UK published an information campaign featuring ads with the word OBESITY written with missing letters as the answer to the question “What is the biggest preventable cause of cancer after smoking?” Even though the intention was to raise awareness in a simple yet powerful way, the creators faced heavy backlash online. Both the spot and the campaign slogan evoked criticism as fat shaming. Sofie Hagen, a well-known British comedian, reacted by encouraging the public to donate to another organisation. In conclusion, sensitive matters require careful handling.

5. Run, Forrest, run!

Good consumer insight is the key to a successful campaign, which has been recently proved by Diesel. The popular clothing brand released an ad which is a spot-on observation on young people’s love life in the era of smartphones and dating apps. “Made to run away” is a JoggJeans line by Diesel which, as the name suggests, are meant for ‘runaway’ situations. Diesel puts emphasis on moving comfortably rather than looking sexy. The promotional spot is a part of the campaign made by Publicis Italy. So if you’re a serial dater, you should definitely get a pair of those JoggJeans; this way you’ll always be ready to run.

 

   Aleksandra Świetlik, Account Executive in Multi Communications

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