The ambush marketing can be defined as a marketing strategy used by a brand or a firm in order to be seen during an event without paying any sponsorship fee. These actions are quite risked because it is often illegal. The main objective of ambush marketing is to get benefit from a partnership, concerning the brand image or notoriety, and not be subjected to costs.
Some tickets for the Stade de France and some sexy models were enough for the brand DIM to do the buzz…
While TF1 realize a record audience with 14 millions of TV spectators for the match between France and Ireland of the rugby world cup 2007, the show is not necessary on the field.
The cameraman is focused on one part of the supporters stand. Here, beautiful women support the French team. They start to undress themselves and to dance in the middle of the amused spectators.
A big communication move due to this strategy of ambush marketing for the famous lingerie brand DIM which could get the benefits of a world media cover and be influence on people minds with only some Euros…
This action was the first one in France to be qualified as ambush marketing and to be a reference considering the success of this kind of infiltration.
The Maxus agency, The DCM cinema and the brand of lingerie Triumph used also the ambush strategy to do buzz.
When the movie Sex & the City is released in mai 2010, the underwear brand Triumph organized a fashion show in five different cinema before the movie broadcasting.
In fact, Triumph has scripted a fashion show of 60 seconds to promote its new collection in display rooms. Moreover, a complete marketing strategy was organized around the show:
- 6 giant posters of the brand was hooked at the entrance of each display room
- A game to win discount voucher
- Commercials to give you information about the brand
Triumph has chosen the movie “Sex & The City 2” which spectators are the perfect target: young and fashion women.
The previous episode of the movie was a enormous success, so everyone predicts that the second one will be too.
The DCM cinema was an accomplice in this action which is used to manage advertising area for the brand in their display room, but there was any agreement before with the movie producer.
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