Evian’s offering in the annual Wimbledon tactical ad-fest is
a neat iteration of the Baby and Me campaign, seeking to highlight the
rejuvenating effects of water by showing the
delightful Maria Sharapova and an infant version of
herself, as seen in the following half-page DPS in the latest issue of Time Out mag:
The media strategy has been executed nicely, with impact being achieved through strong OOH placements
(**London Bridge posters**) and some neat 1/2 DPS strips in Metro and the Standard, but the fact that
Maria literally tumbled out of the tournament in the second round surely
evaporates the impact? Surely just securing the ad space with one creative
execution is letting the brand down in this instance as they haven’t covered the
eventuality of her being knocked out so early.
The APP they have produced,
where you can take a headshot on your camera-phone/ tablet and see what your
infant equivalent looks like, would probably have greater uptake if Sharapova
was still grunting and screaming her way through the tournament at
SW19.
We’ll take a large PIMM's with some strawberries and cream – they
never get old!
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