How to dramatize product qualitites of Paso de los Toros Bitter Tonic with limited resouces?
BBDO Argentina recently has come up with a smart solution - to immortalize your revenge to you "Ex" and created small and smart campaign around that. One that reached its peak in sooo-sweet and full of cliches Valentines day:
Althrough the campaign is still discussable in few details it is one great examples of increasing importance of emotional and narrowly focused (at least at the level of insight and brief!) campaigns vs. going once-so-called-mass-media way. I am more than sure that campaign was successful because of:
- the courage to focus on a narrow group; and as result - having sharp insight that is relevant to broad audience that has lead to opportunity to create creative and emontional story that talks to so many;
- playing with the context of situation (the bitterness of breaking up vs. illusionary sweetness of revenge);
- playing with cliches, again (sooooo-sweet and soooo-comercialized Valentines day)
And my answer to all the marketing hyper-rationalists and fans of quantifying-everything, to ones who are not being able to look over the of GRPs and TRPs of mass media age and already preparing the question about how broad was the impact of the campaign (meaning - what was the reach!) is simple and irrational - in medium to long term it is becoming much more important to brand to have deep and emotional impact to narrow group rather than formally (GRP, TRP) reaching broader audience with general and safe message that is not interesting to anyone and makes anybody to remain indifferent. Moreover - it is forgotten in few secundes.
"Go for impact, not reach" - not in all the situations but more and more often this is the winning principle. But it requires medium to long term perspecitve.
Comments