Desigual, a spanish clothes brand, fuses different type of unconventional marketing strategies in one successfull event for the opening of two new shops!
The idea is simple: if you get to the shop in just your underwear, you can get out of it almost dressed, since desigual will give you two pieces of clothes of your choice!
Everything's here: buzz marketing (from the blogs to the spanish news, everybody talked about it); event marketing (it's almost a flash mob); viral marketing (everything was cleverly recorded and spread in the internet...also by the very same participants!).
The only problem is probably the not-so-low cost of the campaign, but the costs have been probably already been covered just by the increased visits to the shops made possible by the word of mouth of the dozens that participated!
An ambient marketing campaign that "breaks" the notorious fourth wall ...literally. Wonderbracontinues to use 3D (in a certain way!) to get noticed, cleverly putting this funny piece of AD in tipical waiting places: bus stops!
An interesting marketing insight of the Viral sensation "Old Spice" commercial (click here for the blog's take on it).
This video highlights all the strategy behind the Old Spice choice for positioning, target, induced call to action and communication channel chosen for this campaign - it's sometimes useful to be reminded that behind the success of a viral campaign there are specific marketing needs and accurate planning...nothing happens by chance!
In the second part of the video is shown what is probably the most wanted effect of a viral campaign: being referred to in pop-culture events (with FAR more media attention) and starting a chain of imitators - Old Spice managed to get all this, definitely not every brands' accomplishment. In conclusion...clics' number aint' everything...it's just the beginning.
Sometimes, the difference between soft core porn and clever sexy advertising is very, very thin - and more than often, it has to be so, if an AD wants to be remembered by the consumer
Incredibly cool and well orchestrated marketing strategy - a conventional medium, a billboard, is turned into a sort of event when Wonderbra decides to realize the first 3D billboard of the world!
The idea would be enough to generate some genuine buzz around the brand (and to catch the viewer attention), but Wonderbra went further, thanks to a give away initiative were bra-shaped 3D glasses were actually given to the people - unconventional gadgeting meets unconventional advertising!
By the way, the idea was quickly copied by other media: many magazines are in fact starting to insert 3D publicities and covers in their publication...by giving at the sime time free 3D glasses (...branded 3D glasses of course)
Another entry for the cause of the italian approach to "controversy marketing" - strategies.
There's probably nothing more to say on these kind of strategies on the blog (you can clic on the "controversy" tag to see other themed articles)...but I guess it's important to point out that all of these ADs haven't been found on marketing blogs, but on news websites - there's no need for more proof of the advantages of this ideas!
"Assorted" nun, eating italian ice cream...pregnant. Religion and sex always work when trying to create a controversy
This AD "screams" to get noticed...and talked about. Just look at the dimensions (and obviously, the subject)
Another brilliant case of a Controversy Marketing...or just a succesfull result derived from a vulgar and gross strategy!
"You can ride me (install, as an Italian play on word) for free"
In the end, the controversy works as well as usual...maybe even better, since in addition to the usual free media coverage (blogs, forums, tv etc), even an Italian "Minister" (Carfagna) expressed her disappointment - and so the (almost unknown) brand names keeps getting echo and media exposure
Here's an interesting "homage" to one of the most famous AXE AD ever - this cannot be considered a mere copy, since the product sponsored (a glass shop, Specs) is completely different from the Lynx hygene product.
Probably, after literally years from the first, epic spot, Lynx (owner of te AXE brand) gave its permission to recreate a spoof of the first AD - thanks to the fond memories of the audience (and the "suggested video" function of youtube), both brands will surely benefit from this awareness boost!
The new video, where the women are "a little" more stereotypical than you might remember from the old one:
The legendary old one, perfectly in line with the "Machoman" positioning of Lynx:
In conclusion, this is a clever use of an otherwise old intellectual property from Lynx, and a "safe" attempt to go viral for another brand that never tried!
A stupid but funny example of ADs made purely to catch the viewer attention: there's absolutely no connection between the payoff and the product, but still, as said before, even stupidity can be an interesting positioning strategy, best used to differentiate your brand from the rest!
Maybe these shouldn't be on this blog...but the truth is they shouldn't appear anywere, so it won't matter if a butt-face is enough to classify them as sex-related ADs or not!
There's nothing unconventional about these ADs, apart from being examples of the thousands of non-imaginative and conventional publicity that I have to skip while looking for interesting materials - they surely don't deserve an exclusive article...but they can be here all together at last.
Here are some fine examples of WRONG sex marketing!
Lack of creativity
This is sad: while the Durex ADs have become the reference for all kind of marketing strategy (be it ambient, controversy, viral, literally everything) with their inventive and funny approach to an otherwise risky product...Trojan gives us this: a rollercoaster that says "Orgasm".
"Just put a naked woman in it"
Almost every brand did this at least once - it's far too easy to just put a beautiful\naked girl in a sexual contest to gain attention. Does it work? Yes. Is it funny or inventive? No.
(In this case, the brand is a beauty saloon - payoff, "love what you see")
Poorly realized
Even Durex can get it wrong - if one of your AD is on youtube, even if it's one of the oldest viral-attempt ever, you have to make it look like there are actually some production value behind - unless you want to use the fake amateur video stratagy...but this doesn't seem to be the case. Still, this video is funny and viral-wannabe, but also an example of the fact that ideas sometimes are not enough.
Clever marketing campaign created to promote breast cancer awareness - the message is clear, direct and easy to understand: are you worrying about what's really important?
What's unconventional is actually the medium - actual breasts, with nipples cleverly incorporated in the graphics!
There's nothing more conventional than using sex in advertising to draw the consumer's attention - it always worked, and it always will.
Still, as you're about to discover on this container of unusual sex-themed advertising, it doesn't mean that it can't be more than unconventional with the proper creative effort - especially when the goal is to shock, create buzz and fuel controversy. And, obviously...to sell.
