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Saturday, 28 July 2012

Ambush Campaigns


Wikipedia defines Ambush Campaigns as,"a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee." 
 In more ways than one, such campaigns can be regarded as unethical. The brand in question associates its name with a popular event, without the consent of the associated parties, firms and people. There is no question about the fact that the brand's reputation and goodwill get an impetus out of this but it is immoral and unethical all the same. However, it might be a sure coincidence and not involve any wrong intentions on the part of the brand managers.

With the Olympics in full swing in London now, such campaigns and the London authorities attempts to control the same are making news. Thus, I landed up Googling 'popular' ambush campaigns and the 'successful' ones too! There couldn't be any greater oxymorons than these, I think. Well, the list below is best called The 'Interesting' Ambush Campaigns:

  • Rona recycles Apple's leftover paint.

                                Rona recycles Apple's leftover paint.

Rona, a home improvement chain in Canada, had this banner placed below Apple's iPod nano billboard near the Jacques Cartier Bridge in Montreal.
The text reads "Nous récupérons les restes de peinture" translating into, "we recycle leftover paint."
Apple's "nano-chromatic" campaign was a global campaign, but Rona and its agency, Bos, seem to be the only ones who pulled off an ambush campaign like this.
Airlines Industry at loogerheads

Spot the brand

                                  Saving the last for the end:

 I simply loved this ad! The concept and the script are magnificent!
Even though it's like Nike is eating away the cake that Adidas (Official Sponsor of London Olympics'12) paid for, you can't help commending their effort and your smile is surely going to tinged with a sense of approval for Nike!

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