Win a mud bath, get a free lottery ticket, win tickets, win money, win gift voucher, win a good opening to your day. These “great opportunities” are copy texts on the random banners above, that I took from three big finnish news sites today.
Even though the screen capture below is not a banner, I think it’s hilarious; Lotus Embo toiletry brand has four different competitions on their website next to each other.
Easy. Recession! People are more careful with their money, thus marketers are giving away free stuff instead of competing on differentiation/value/esteem/etc. Or that’s how the thinking could go. “Waiting for divine intervention”-attitude (by-product of general apathy) tends to prevail in economically tight times. Or am I assuming too much socio-economic theory behind campaign planning?
The Lotus Embo case is ridiculous. There’s an account for the grabs. But dammit, win €5,000? I’m off to… wipe.
By: Mikko on March 25, 2009
at 12:12 am
Good points Mikko.
What if the case was this: “There´s an account for the grabs” Or the agency had 4 excellent ideas different from competitors and ideas that genuinly would intrest consumers, but the toilet marketin director wanted to play it “safe” and go with marketing shit paper with cashmoney.
I have to admit that i liked the Toyota SUV mud bath idea. I would love to put real life in that campagne.
By: Steve Brown on March 26, 2009
at 9:53 am
Yeah, the account for taking -point was obviously under the belt and quite crass of me. Besides, short of apologizing, I showed the page in question to a couple of people who 1) didn’t spot the deluge of competitions on the page and 2) were instead all interested in one specific, different promotion each…
By: Mikko on March 28, 2009
at 2:20 pm