I find that as a Marketing student I seem to pay more attention to organisations’ ads and marketing strategies than the lay person would. That’s why I find it especially amazing when even I have poor brand recall from an advertisement I just watched/saw/heard/etc.. What I’m finding more prevalent than ever are ads which do not coincide with the brand identity. That is, you could play an ad and put any old brand logo at the end without changing the ad or its resulting effectiveness.
However, this one confused me:
Another instalment to the When Advertising Fails series is a full page display found in yesterday’s Herald Sun (Wednesday, August 4, 2010).
So for now, I’m going to assume it’s not part of an overall strategy and award it:
Advertisement Effectiveness: 2/10 (for lack of brand identifiability)
Update (05/08/10): If anyone knows who the agency or brand behind this campaign is, please let me know in the comments section below!
Update (02/09/10): I’ve been following this campaign over the past few weeks and so it turns out, the client is CareerOne. There have been follow up advertisments in newspapers and television commercials. I even saw a banner ad for the campaign on YouTube!
It also turns out that CareerOne is owned by News Limited (known as News Digital Media in the digital space), which explains the ability to publish full page newspaper ads without fear of the budget. I still feel this campaign hasn’t been effective though. This judgement is based on the campaign’s poor execution.