17 юли 2011

WTF Bootstrapping Advertising

Hayat Chemicals Bulgaria is no Henkel or Fikosota Syntez. Hayat Bulgaria will tell you they don't have the financial resources to run the the type of marketing and advertising campaigns Henkel and Fikosota run. So they bootstrap, do their advertising inhouse...and they suck at it. Big time.

This outdoor ad made my eyes bleed for several months. So what we have here - we have a product "Bingo Enzy Max" - a washing detergent that apparently will get rid of any stain on your precious dress or shirt. So far so good. Then we have the two gals. Here is where the whole thing goes south.

I'm pretty sure the chick in pink is the daughter of the Hayat Bulgaria's boss. The guy decided to cut corners when it came to hiring a profesional advertising agency so he probably did the whole concept development himself. "Ok, we'll have the product, value proposition (hella lame by the way) ot top...then we need some sexy in it. I'll just put my daughter in it, she will love it as she is an aspiring model/folk singer/all of the above. And we'll throw in Bonka from Procurement too...She gives me the woody so why not!" Some Photoshop work and we have our outdoor advertising and can pat ourselelves on the back, no?

Products like "Bingo Enzy Max" promise resurrection of the ruined cloths, a return to perfection. The marketing activities should scream loud and clear "Flawless"/"Perfection."

This does not speak "Flawless"! Don't belive me? Here is a closer look:

Everytime I saw this ad, this scene from "Uncle Buck" popped in my head:

Not perfection, not stain free shirts...but a fucking rat gnawing on this thing...

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