A Great Idea Goes Down The Toilet
I was taking a slash in a pub toilet in the West End last week, several actually – you know what it’s like after a few pints, once you break the seal you pee like a puppy. Anyway I spotted this promotion from Toshiba (advertising in toilets is called “ambient media” so I’m told) – I should be posting a photo but I didn’t want to get caught with my iPhone out in a public lav. Doesn’t matter, I can explain it easily enough. The deal was that if you bought a Toshiba PC in June they would refund the full price if England won the Soccer World Cup.
This must have seemed like a great idea to the witless brand manager, or his/her agency, who dreamt it up. On the one hand, capture a bit of World Cup vibe, get behind the lads and all that, on the other hand, not likely to be paying out. Well that’s the bloody point isn’t it? As soon as England got knocked out they needed to get these ambient posters down. Not only did England exit early on, losing to the old enemy, Germany, they played like one legged cripples in an arse kicking competition in all their games (4 in total). England fans are pissed off beyond belief – not only has their team embarrassed them, many feel literally robbed having forked out for new tele’s or even trips to the Rainbow Nation.
So how do they feel now, looking at Toshiba’s World Cup promotion? How warm do they feel towards the brand? Do they think, “Well done for getting behind the lads, getting in the spirit of things, you are definitely a brand I have a strong affinity for”?
Or do they instead think, “You slimey bastards, you knew f***** well we wouldn’t win didn’t you. You bet against our boys and you won – well f*** you. Toshiba – Japanese innit? Only Germany’s f**** allies during the war, weren’t they? etc etc etc”
Buy Toshiba – the foreign brand who knew all along that England have a shite team who never win anything.
I think advertising, “ambiently”, a truly crap promotion in a pub toilet is somewhat ironic.
Watch this space for more great case studies.
Up yours, Stame