communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.

3/19/2008

Equity or buzz

Is the question behind the strategy of these three ads for DEL dairy. Since it is a launch I am assuming buzz is the right answer and I think it's probably very smart and very daring to do something like this. [clue for those non-Ro: the main character in here is the owner and main anchor of a tabloid TV station, with huge ratings but absolutely no advertising due to the quality of its programming and its renown; and it is him, for real!]

Practical questions arise: where are they going to air them? Won't people assume that if they are on O they are pretty low quality? What's the target? Are these virals? Will there be an alternative TV campaign for quality TV?

Other than that, Raluca, you are truly wonderfully insane :-) credits



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7 comments:

Piticu said...

ha? this is an ad ?

Bogdana said...

Yeap. This is an ad :-) in fact there's 3

monoranu said...

incredibile!!!

Bogdana said...

I KNOW, goddamnit! it makes no sense, and yet ...

Corina Bordeianu said...

Este mult prea hazos ca sa nu circule pe bloguri sau e-mail

Mono said...

deja am vazut spoturile urcate pe o gramada de bloguri. asta ar insemna ca spoturile genereaza buzz in randul cititorilor de blog. totusi nu vad neaparat un castig din asta pentru ca eu vad cititorul de blog ca fiind pe alt level decat publicul lui dan diaconescu. oare am asteptari prea mari de la cititorii de blog romani? :)

Bogdana said...

Cred ca daca post rationalizam foarte mult noi astia mai "rasariti" probabil ca va castiga advertising awareness insa nu si vanzari. pentru ca noi vom zice, probabil e pentru targetul DD deci nu e bun pentru mine. e caz aproape identic cu Unirea unde produsul era cam posirca si campania atat de desteapta incat a ajuns si la cei mainstream, premium. acolo vanzarile parca au demonstrat insa ca nu toti postrationalizeaza si daca le-a placut ceva au si cumparat :-)