Jul
3
Written by:
MTOBlogger
7/3/2012 9:34 AM
Do you want to provoke a big reaction from your audience? Maybe you want to hire a promotional products company to design a controversial t-shirt that will end up in your next video ad. The point of a branding campaign is to stimulate new interest in your company or to remind your consumer base that your company is still around.
Remember that each branding effort is a risk. You never know what the reaction will be. Will you sell thousands of T-shirts? Will your video go viral or spiral down in commode? It’s hard to know without testing your message on a focus group.
We aren’t sure what a new video mocking Princess Kate was intended for. A Chinese company chose to spoof the new Duchess Kate and her famous grandmother-in-law, Her Majesty, and her darling hubby. (http://shine.yahoo.com/love-sex/kate-middleton-mocked-chinese-tourism-video-not-cool-185800796.html) This video ad of just two minutes was produced by the Chengdu Association for Cultural Exchange with Foreign Countries. The purpose was to inform the audience of Londoners and visitors about the Panda Cabs during the Olympic season later this summer.
The cabs in question are called Panda Cabs because they are taxis adorned with pandas, which are an endangered species that can be encountered often in Chengdu. Although the people who watch the video will soon realize that actors are representing the Duchess, the Queen, and Prince William as they search for a ride to the 60th Diamond Jubilee, they will also get a laugh at always-poised Kate’s expense. This ad makes her out to be a gold-digger. Who can say what are her real intents and purposes behind marrying William? What’s interesting is the public outrage at using her situation as the subject matter for this video ad.
When you want to use a video to promote your brand, you may choose to add important promotional wear or items that are clearly visible to viewers. It might be the baseball cap with your company logo worn on top of an Olympian’s head. It might be a vehicle that advertises your insurance agency. The public response will affect your brand, and so it's essential to carefully choose what you associate with your brand.
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