Homing pigeons (better known as carrier pigeons) were used by Egyptians and Persians to transport important messages. Fliegen (better known as flies) are now being used to carry ads to increase traffic at the "Eichborn Publishing House" stand at Frankfurt's book fair.
Many brands tend to adventure themselves with cool ideas that have nothing to do with their product. In this case, the idea is well synchronized with the publishing house name, which means "the flies publisher". At the blogosphere there are hundreds of curious people talking about it. It definitely got lots of attention, but how useful was it for boosting sales? A closer look at the fuzz in the German market should be paid.
Social awareness campaigns, like the one posted last friday, are global concepts. They refer to a socially shared reality. In the case of this German publisher the efforts are meant for a local target. Using flies becomes a very innovative media. The buzz outside of Germany gives relevance to the creative execution, and not to the brand.
The numbers show 893,940 impacts in You tube. The real challenge consists of measuring the real effect generated by it for building Eichborn as a brand.
Social awareness campaigns, like the one posted last friday, are global concepts. They refer to a socially shared reality. In the case of this German publisher the efforts are meant for a local target. Using flies becomes a very innovative media. The buzz outside of Germany gives relevance to the creative execution, and not to the brand.
The numbers show 893,940 impacts in You tube. The real challenge consists of measuring the real effect generated by it for building Eichborn as a brand.
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