A great advertisement from Telecom – “Abstain for the Game”
There’s a lot of noise happening about Telecom’s controversial campaign for the Rugby World Cup.
The campaign is called “Abstain for the Game” and promotes the idea that kiwis should give up sex during the RWC to show their support for the All Blacks.
I think this raises a question about good advertising. In fact, one of the public mentioned that there was “good advertising, and outrageous advertising. Both you remember.”
What is the purpose of advertising, running a campaign?
It’s to build hype, raise awareness, incite debate and get people talking.
What has the Telecom Ad done? Exactly that.
Yes, the advert creates a polarisation of the audience – stingey, serious kiwis vs fun-loving, humourous kiwis.
The result of this advert is that the serious kiwis are outraged with the campaign. They tell lots of people that they are angry, the word gets spread.
And, the fun-loving, humourous kiwis see the ad and tell their friends how tongue-in-cheek it is and outrageous to suggest. The word gets spread.
After the rugby world cup, we won’t even remember this campaign. So, for this week and the near future all we hear is: Telecom. Telecom. Telecom. Telecom. Telecom. Telecom. Telecom. Telecom.
Good work Telecom!
A final comment about kiwi supporters…have some fun! It is possible that the All Blacks don’t win World Cups because they have so much pressure on them. Pressure is the killer of creativity and innovation – which our All Blacks are known for. I find it sad that a country only supports its team when they win – the All Blacks are not indomitable – they do lose. And it is unacceptable for you to cut them down when they do. Celebrate success. Revolt in defeat and I promise the All Blacks will win RWC2011!
Anyway, let me know what you think of the controversial “Abstain from the Game” campaign below…