Tuesday, April 8, 2014

Campaign or Cause?

Guerrilla advertising has been used by various companies and non-profits for years to try to shock people into listening to their message. But is it really working? Recently I saw an article about a student in the UK who sat in a store window and allowed herself to be tied down, force fed and used in the same manner as an animal that is used in chemical testing. The event was sponsored by PETA and a make up company.

Did you catch that last sentence?

I have no idea what the name of the make up company is because all I can think of is the horrific images of that girl in the storefront. To be honest I don't even want to look up the ad to find out what the company is because I don't want to see those images again. Regardless of my stance on whether animal testing is ethical or not, I don't want to do business with a company that would use these practices on a person in a shop window.

When considering doing something shocking make sure to consider how it will impact your company.

Will the shock of the ad be a positive thing or a negative one?
Will people remember your company name or just that the ad was a shock?
Will people be willing to view the ad again or will it be to disturbing that they want to leave the room?

Think and plan carefully so that the audience will remember you, not just the shocking ad.