headvoid
Can I have Ops?
Transformers 3 has an official A4 paper supplier:
I quote you from a Marketing Blog
and Michael Bay also did an ad for them!
[YOUTUBE]WORtEj_gkDU[/YOUTUBE]
and people say I am evil?
I quote you from a Marketing Blog
To that end, I strongly encourage you to head to your local multiplex to catch Transformers 3: Dark of the Moon. Among the multitude of product placements that dot the film you will encounter by far the most bizarre movie tie-in of this or any other season - Double A paper.
Double A is the “official paper” of Transformers 3. The actual product is featured in a key scene of the movie and Michael Bay, the Transformers director, has also fronted a 30-second TV ad for the paper brand. “This action-filled TV spot elevates the performance and qualities of Double A to an even higher standard,” Bay commented in the official press release.
“Integrating cuts and character from Transformers 3 magnifies the thrill. Working with Double A is such a great pleasure, and I’m extremely satisfied with the outcome.”
Let’s review why this strategy is bonkers using the three eternal measures of any communications campaign - target segment, positioning and objectives.
On the target segment criterion, one might imagine that the Venn diagram showing the audience for Transformers 3 and the decision makers for photocopying paper is somewhat disconnected. It also fails the test of brand positioning - Double A is meant to be a brand focused on no jams and no stress, exactly the opposite of what Transformers 3 promises to deliver to audiences. And in terms of objective, it is unclear what behavioural impact a children’s action movie is likely to have on the office supplies decision making process.
and Michael Bay also did an ad for them!
[YOUTUBE]WORtEj_gkDU[/YOUTUBE]
and people say I am evil?