Omo Detergent

Some peopel in Brazil perhaps will be surprised by a stranger knocking on their doors with a free pocket video camera and invitation to a day of Unilever-sponsored outdoor fun.

Unilever Omo has put a tracking divice in 50 of its Omo products that will allow its promotion angency Bullet to follow the shoppers to their front door.

Omo has already had 80% of consumers using its products in Brazil and accounts half of Brazil's detergent sales. This promotion, called Try Something New With Omo, is aimed to draw attention of Brazilian consumers to a new stain-fighting version of Omo. The president of Bullet, Fernando Figueiredo, said that the GPS will be activated as soon as the product is taken off the shelf in the supermarket, and 35 teams accross the nation are ready to leap into action when the box is activated. Each team is equiped with portable device which enables them to go floor by floor in apartment buildings until they find the consumer. The team can also remotely activate a buzzer in the detergent box so it starts beeping in order to prove their identity to the consumer.

What's more interesting is that the site experimentealgonovo.com.br will include a map showing roughly where the winners live, pictures of each winner and footage of the Bullet-Omo teams hunting down the box, knocking door and surprising consumers.

This idea is cool if it is executed in an appopriate way. It's kind of similar to a promotion that Coke did in 2004 called "Unexpected Summer". However, there can be some legal issues invovled such as privacy. How would the consumers react to this? If I were the consumer, sure it is nice to win some prize from the product I purchase, but I certainly will be shocked if I knew someone just stalked me home from the product I've just purchased. I think how Bullet is going to do to solve this problem is decisive on the success of this promotion.

But good or bad, one thing can be sure is that this promotion is likely to cause a lot of discussion, which somehow does increase awareness for its new product.

Source: AdvertisingAge

Keep all the rabbits out

Hi, welcome to my blog Mr.D. If you are curious about why I named my blog this way, please don't ask. It just came to my mind from nowhere.
I'd like to start my blog with an Australian TVC that is made for Telstra BigPond, An internet service provider in Australia, called Rabbits. In fact, I think this ad is so cleverly done that it has had a major contribution to BigPond's market share, so I've decided to put it up here so we can discuss about it.
Here is the TVC:

Isn't it amazing how the internet has permeated in our lives? After watching this ad, I cannot stop thinking how internet has enbaled marketers to do such a cool stuff. This ad is an e-marketing per se. Today, we can see ads pretty much every where we go. But seriously, I think because of the internet it has allowed people, particularly marketers, to share their thoughts and ideas to people out there is the world.

The internet surely allows marketers to do a lot new stuff that they would've not been able to do in the past. However, how effective is adverstising through the internet? I reckon it probably would not be so effective, at least to me it isn't. Most of the time I just ignore whatever ads appear on the screen. I either am not interested in those ads, or I am too scared to get some kind of virus or spam on my computer.