Jun 21, 2022
In TV& Film Forum
Related Notes This is what it cost Chelsea to leave company email list to wear Nike Learn all about the commercial agreement between Chelsea and Hublot Chelsea ends its contract with Adidas, does it switch to Nike? But what more than one sports marketing campaign forgets is authenticity. Although it's an almost imperceptible detail, all the actors in this Blue Fuel activation are in fact athletes. By not using models, but experts from their respective disciplines, it is possible to give a feeling of greater closeness to the fans of these sports. Perhaps visually it is more attractive to company email list a professional actor, but this opportunity for connection is lost. And more importantly, the athletes who appear in the campaign do not have a reputation on an international scale. It's all too common for companies to use major company email list figures in a campaign. The above draws attention, right. But it also takes the focus of the ad away from the business message. With this activation, you get a great sports company email list lesson : You have to bet on both authenticity and a focus on the company. On the weight of an authentic message This campaign is not the only one that has given special importance to authenticity. HP , for example, criticized the company email list and hypocrisy of social networks to promote its line of printers. Chinese beauty brand Shiseido created a "time machine" to talk about the importance of true personal relationships. And the activation of LifeBridge to convince people company email list to leave their homes was heartbreakingly real and emotional. All these commercial activations stand out because authenticity is slowly becoming a fundamental element of any advertising campaign. According to Advertising Land , consumers are increasingly skeptical of commercials, which has forced an adoption of "real" messages. Studies show that, under certain conditions, it is an company email list force. And in AMA data , it's especially effective for reputation.