Sunday, September 6, 2015

Who is afraid of Coca Cola?

Video of the week

This TV spot of Greenpeace Australia is almost the classic nonprofit clip. The dramatic composition is made by all rules of the art:
  1. Foreshadowing: The first seconds just look like the classic Coke-TV-Spot. But we still watch: The headline "Stop Coka Cola" leaves you expecting more. In Dramatics we call this "Foreshadowing", so to speak, and the little hint that keeps us interested, because everybody knows that this can't be the whole story. The intro generates curiosity & tension. It's like a promise.
  2. Turning point: As the first bird falls from the sky and the music suddenly stops. Here the promise is being fulfilled. 
  3. Show, Don't Tell: The falling birds are the actors, not just any voice that tells us about the evil beverage industry. So here comes the cake. Say it without words - it's more powerful.
  4. Clear Call To Action: Telling exactly what this video wants us to do, and it comes with the best motivation possible for almost every environmentalist: Our children and their future. This impressive picture of the boy who looks up bewildered by the dead bird. I am reminded of the dead refugee boy Ailan on the Italian beach, we have seen around in the media these last few days. The effect was so impressive.
Just keep in mind: Words are weak. Actions are strong!

A ban as a marketing strategy

Australia's public TV stations have rejected the spot. It was called "Inappropriate". For Greenpeace, the explanation is simple: The advertising budget of Coka-Cola those same broadcasters receive is just huge. Hmm ... but they are still publicly funded, aren't they? Financed by our taxes? So shouldn't they just be ... um ... "independent"? Well, forget about it. 

From a marketing perspective this refusal of the TV channels has served a lot to spread the clip, since nothing can get you more public media coverage as a scandal concerning other media. Newspapers, blogs, news networks, they all reported it. And these multipliers are the ones who make a viral distribution possible. Greenpeace has achieved its promotional objective very well - and even without TV advertising costs.

Oh, just an idea: What do you think, whether they perhaps even planned? I do think so, at least as a Plan B if TV did not work. So whichever way - they could only win! Greenpeace has played exactly the same game in campaigns for decades now. And with success!

So here is my second cake: Never change a winning distribution strategy!

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