Marketing and advertising execs seem to get it wrong sometimes, missing the point that diversity in one’s market is an important consideration, and you ask yourself, “Did they really think this ad was cool when they wrapped?”
Wednesday, June 02, 2010coffeecupcommunications2 comments
I have not spared much time to check out all of the campaigns for World Cup 2010 just yet, but I am sure the sponsors have gone all out in pimping out their brands and creating innovative campaigns which would maximise their advertising dollars (hopefully). But it would be interesting to see how many of these ads specifically target women. I am a football fan and I cannot say that in past tournaments, the advertiser has been speaking to me. He/she has been sending loads of messages to my father, my brother, my boyfriend etc, but the story ended there. There was no concern for the fact that I too sit down fixated by the movements of a black and white ball for at least 90 minutes; no real recognition of the fact that millions of women are also rabid fans of the beautiful game. Football is not a man's game by any stretch of the imagination, so I would expect that the marketing would no longer be tailored just for my male football viewing counterparts. Begone silly ads with scantily clad women in the background.
The great thing about social media is not only that it allows two way engagement, but it somehow also levels the playing field so to speak. The Coca Cola campaign is a good example. The campaign invites fans to share their videos, celebrating Roger Milla's infamous goal dance. It's great because now, with her camera or mobile phone, the football loving woman can get in on the action.
Campaigns now, because of the nature of the technology which has the ability to make them universal in a shorter time, have real community power and can no longer focus on the age old stereotype that men alone enjoy a football match with their mates. The nature of football in itself is that it is the centre of a huge global community, so it's time the marketing got on board that train. I watch more football than some of my male relatives and friends, and *gasp*...I'm a woman. Looking forward to the greatness!
Visa's 2010 spot, just one of the many ads that will be running during the beautiful month!
