Quel meilleur moment qu’un événement à grande envergure pour attirer l’œil du grand-public sur une marque? Coupe du Monde, Festival de Cannes, Cérémonie des Oscars, Avant-première mondiale mais également campagnes politiques : tous les moyens sont bons, et tous, sont exploités par les p’tits futés de la communication.
Le Jo-l’incruste du marketing porte le doux nom d’ « Amubush Marketing » ou « Marketing d’embuscade » et consiste pour une marque à s’inviter dans les plus grands événements nationaux ou internationaux sans payer les droits d’exploitation de ceux-ci, soit sans être sponsor officiel. « Oh quels C… (Chenapans) ces marketeurs ! », me diriez-vous en toute politesse… Bien qu’au bord de la légalité, avec un peu de finesse, une simple amende sera délivrée en guise de sanction. On dit merci au vide juridique entourant cette pratique !
Donc oui, sans même que vous vous en soyez rendus compte des marques ont envahi vos événements préférés sans y avoir été conviées ! À travers cet article je vous propose donc de découvrir quelques exemples des plus osés, culottés que dis-je : complément déjantés, dignes de grands tours de maîtres.
DIM : Une opération toute en « discrétion »
Comment attirer l’attention des spectateurs (Messieurs je pense à vous en particulier…) et des caméras durant un match de Coupe du Monde? Très simple, mettez des jeunes femmes en sous-vêtements dans les tribunes : succès assuré.
C’est pour l’occasion du match France/Irlande de la Coupe du Monde de Rugby 2007, que la marque DIM a déployé cette action de communication « culottée ».
Un calcul judicieux : 6 jeunes supportrices de l’équipe de France se divertissant et dansant en plein match = 80.0000 spectateurs, les caméramans et ainsi 14,5 millions de téléspectateurs contemplant les sous-vêtements de l’enseigne.
PADDY POWER : les dessous d’une stratégie bien menée
Un joueur de foot laissant apparaître, plus ou moins furtivement, une partie de son caleçon lors d’un match de foot, rien de très étonnant me diriez-vous. Sauf qu’en réalité cette opération était rudement planifiée.
En effet, lors du match Danemark/Portugal de l’Euro 2012 de Football, la marque Paddy Power passe par l’intermédiaire du joueur Nicklas Bendtner pour attirer l’œil du grand public sur son entreprise et ses futurs produits. Car oui, en ce temps là, la marque n’avait pas encore conçu de ligne de sous-vêtements pour homme. C’est ce que l’on peut appeler un Teaser à grande ampleur !
THANKS YOU BARACK : Je vous laisse chercher l’intrus…
Regardez bien les photos ci-dessus, rien ne vous vient à l’œil? Vraiment rien?
Bon, je ne vais pas vous la faire à l’ancienne, en vous demandant de retourner la page pour avoir la réponse (avec un ordinateur, l’opération pourrait s’avérer complexe…).
Alors la réponse est tout simplement juste en dessous :
Les 3 logos encerclés en bleu que vous pouvez apercevoir derrière Barack Obama, sont tous 3 ceux de la célèbre marque Abercrombie & Fitch. Si vous pensez toujours que c’est peut-être une coïncidence, je vous confirme que non.
Et oui, même dans la politique les marques jouent des coudes pour être sur le devant de la scène.
Cette opération pourrait une nouvelle fois paraître un peu limite pour l’entreprise, mais bon quand on sait que c’est cette même entreprise qui met des mannequins hommes torse-nu dans ses magasins, on se dit que finalement ils ont été assez soft cette fois-ci. Et puis comme le dit notre cher Obama « Yes we can ! », alors si « on peut », pourquoi s’en priver ?
VACHE QUI RIT: fait campagne !
Et oui, en France non plus la politique n’est pas épargnée. C’est ainsi qu’en 2012, la célèbre vache rouge va parader parmi les siens au Salon de l’Agriculture pour rire des candidats à la présidentielle. (« Vache qui rit », vous avez saisi le concept ?!).
Ainsi en ce temps de période électorale, cet événement est le point de passage incontournable des candidats représentant les grands partis politiques français. Pour l’occasion de son 91ème anniversaire, l’entreprise a alors décidé de présenter son personnage mythique à la tête du « Parti d’en rire », de quoi attirer l’attention et susciter la sympathie de ses compatriotes.
Et un « Ambush Marketing » réussi de plus !
And the winner (of the revenge) is…. LEGO
En 2015, Lego est nominé aux Oscars pour son film « Les Grandes Aventures Lego » dans la catégorie de la meilleure chanson de film, mais ne remporte pas l‘Oscar. L’entreprise, refusant de passer pour un outsider, avait en réalité préparé un coup de maître en prévision.
En effet lors de l’interprétation de la chanson nommée, un peu plus tard dans la soirée, les interprètes et l’entreprise en ont profité pour remettre, aux plus grandes célébrités mondiales présentent lors de la soirée, leurs propres oscars : des figurines jaunes construites en …. LEGO!
Résultat : un Buzz immense et immédiat pour ces « bâtisseurs » de l’exploit.
Allez un peu d’humour pour finir : Merci SIXT
Julie B.
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