Saw this brilliant German creative for insurance carrier Allianz with the copy "Less funny, but just as heavy: 20 centimeters of snow on your roof" ... and it made us think of the GOP Republicans in the United States who may not feel much like dancing on roofs today.
The blue-red split of the U.S. electoral map is a wake-up call to any marketer who typically focuses on responses and customer acquisitions. In any communication campaign, you have three types of reactions -- those who say yes, those who don't care, and those who say no. Trouble is, most marketers don't consider the adverse impact of their communications on the people who don't want to hear their message.
In some channels, such as direct mail, this doesn't matter much -- people will just throw the message away. But in many media consumers are interrupted to hear your message. If you use sex in advertising to stimulate a crowd, do you upset those who find the message offensive? If you pull off a radical PR stunt to build buzz, do you leave half the population thinking the brand you're touting is silly? Worth a note in your advertising schedule: What is the potential negative impact of our communication message on our audience?
Hat tip for good creative to Atletico International.
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