Wielka reklama za śmieszne pieniądze

Na początku jak zwykle w tym miejscu i czasie. Robercie później poznany, do temayki tempa na treningu wrócę jutro rano, dzisiaj chciałem poruszyć trochę inną sprawę. Wiadomo, że czasem poruszam na blogu tematy nie zawsze związane tylko z bieganiem.

Ostatnio na rynku medialnym jedna z czołowych energetycznych marek pokazała, jak można za stosunkowo rozsądne pieniądze zrobić ogólnopolską reklamę, która trafi do tysięcy, a co najważniejsze głęboko zapadnie im w pamięci. Cały mój wpis nawiązuje do reklamy Tigera, którą wstępnie chciałem wrzucicić na różne portale, jako zdjęcie przewodnie ten wpis promujące. Jednak uznałem, że nie będę dodatowej reklamy za free robił i wrzuciłem zdjecie tygrysa. Dlaczego właśnie tygrysa? Zaraz się wyjaśni.  Szczegóły na temat bez wątpienia bulwersującej sprawy http://wiadomosci.onet.pl/kraj/dziennikarz-michal-rachon-wylal-na-wizji-puszke-tigera-po-niefortunnej-reklamie/0ssgj2j

Jak wielu, a nawet zdecydowana większość naszych rodaków potępiam zachowanie marki i także jestem oburzony taką formą promocji, jednak muszę z podziwem pochylić i pokłonić nad geniuszem marketingowym tej akcji. Jeżeli ktoś wierzy, że to był przypadek, niedopatrzenie, niefortunny zbieg okoliczności czy nawet zwykła gafa producenta, to … no cóż życzę mu dobrego samopoczucia i wiary w ludzką dobroć i naiwność. Jak dla mnie, to było co prawda przekraczające zasady dobrego smaku i kultury, ale perfekcyjnie zagranie na uczuciach Polaków i chociaż naganna, ale perfekcyjna metoda, jak wyróżnić czy rozreklamować  swoją markę. Zwróćcie uwagę ile osób mówi o tej reklamie, oraz jak szerokim echem rozniosła się po całym kraju. Na poprzednie reklamy czy akcje promocyjne tego producenta praktycznie nikt nie zwracał uwagi. A teraz? Jednym wpisem i zapłaceniem 500.000 PLN są praktycznie wszędzie. Odpowiedzmy sobie na pytanie. Ile musieliby zapłacić, by uzyskać taki odzew, rozgłos i zainteresowanie ogólnokrajowe, gdyby zastosowali chcieli zastosować zwykłą drogę reklamową.

Podejrzewam, że musiałby to być grube miliony złotych. A tak za 500.000 PLN mają reklamę, a co najważniejsze odbiór tej reklamy, o której w normalnych warunkach nawet by nie mogli śnić. Muszę przyznać, że potępiając drogę i metodę, to jednak chylę czoła nad geniuszem marketingowym. Jest to z pewnością nowa droga i nowe spojrzenie na przekaz reklamowy. Czekam na kolejne zagrywki i odpowiedź konkurencji i innych balansujących często na granicy dobrego smaku marek. Co będzie następne? Jakie kolejne tabu przełamiemy? Muszę przyznać, że wolę się nad tym nie wgłębiać i nie pokazywać kierunków, gdzie jeszcze można pójść, by wywołując wielkie oburzenie, a potem formalnie się kajając i udając, że w taki czy inny sposób chce się naprawić szkodę uzyskać taki efekt, o którym w normalnych warunkach nawet byśmy nie śnili. I teraz chyba wiadomo, dlaczego to jest właśnie tygrys.


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