Yankelovich, a market research firm, estimates that a person living in a city 30 years ago saw up to 200 ad messages a day, compared with up to 5,000 today.
Getting buried by the dreaded N word? (Normal)
Create an air of controversy, just like the Axe marketing team has done. Axe hit the bulls eye with the extreme “sex sells” ads. You know the exact commercials, but do you know why? Axe rents space in your mind because they dared to be controversial.
Risky? Absolutely! Just ask “Up Yours” 7up – what friggin douche bags!
Of course there’s always gonna be haters. All that usually means is that your ad is effective, really effective.
Keep your finger on the pulse of your campaign. The sales volume tells all.
Here’s a few controversial angles that I’ve approached in the past:
- Take an unorthodox political stance
- Create silence followed by a really loud, crazy sound or event
- Use super hyperbole
- Create a cult like following
- Have a controversial superstar endorse your brand
Is George Foreman a big, fat, N? He’s anything but Normal . That’s why people noticed him when he started the Foreman Grill. If he wasn’t such a controversial boxer, then he’d just be a big fat N!
There’s an art to controversy. Take it too far no one will listen to you – you’ll get pegged as a zealot or radical. Too little and you’ll get pegged as timid.
Be Loved, Be Hated, But Never Be Ignored!