BEING RELEVANT IN A BUSY MARKET |
Good news is today’s news. Old
news is just that – old.
2
community re the state of the
unexpected weather.
Salvation Army Topical Ad
Within minutes of the Blue and
Black vs. Gold and White online viral
debate the ad agency for the
Salvation Army developed this
creative concept that then itself
went viral increasing brand
exposure for their cause. Did they
receive more donations and offers
of patronage? I don’t know – are
more people now aware of their
cause – heck yes? Did it make them
look less ‘stuffy and
unapproachable’ in the eyes of the
Woolworths Topical Ad
general public –definitely! Very
Woolworths released a tactical ad
clever – and it would not have cost
for the World Cup Final over the
them much barring the cost of the
weekend in June 2010. Sad we
concept. The general public in the
won’t be seeing any more of these.
digital world did the spreading of
Well done to Spain and well done to
the word for them
Woolworths for their quick thinking!
.
Fiat’s response to the Blue and black
and White and Gold ‘Trend’
Again – great response – I would
have taken it one step further…
offering ‘replicas of the dresses as an
Citroen Topical Ad
Johannesburg was taken by surprise incentive to purchase the vehicle.
Also – I might have rather featured
with sudden snow fall in August
the four vehicles… together as per
2012, this is the first of the many
the visuals trending at the time. But
tactical ads that appeared, for
Citroen by Euro RSCG South Africa – – 10/10 for topicality and getting it
let alone other brands commenting out there on time and relevant.
and showing solidarity with their
Kalahari.net Topical Outdoor Pole
Poster
Cape Town. Taking a dig at the
ANC – note the colours. Message –
A better ‘present’ for all. Risky…a bit
on the edge – could alienate their
customers – but they obviously have
research that shows that their target
market are open to this type of
communication. I personally love
it… I would have however taken the
concept a bit further and offered a
present to 100 underprivileged
children in the form of a book to
read…for every 100 purchases made
by the Cape Town community.