We love to give credit to the genius marketing campaigns out there, some genius for their pure creativity and uniqueness, others for being just a little bit annoying!
So what makes it irritating? Often it’s the jingle – the catchy piece of music you just can’t get out of your head! Think of all those comparison sites and then kick yourself for getting the annoying jingle in your head! Yes we’re talking about the now infamous Gio Compario from the Go Compare adverts – the feedback is largely negative BUT brand awareness rose by 450% as a direct result of the campaign (smarta.com). The trademark tune has led to a 44% increase in quotes so inevitably, Gio Compario is here to stay, at least for the foreseeable future. Then there’s Moonpig, Sheila’s Wheels, we’re sure you can think of others too.
The company’s aim was “to create an advert that becomes part of the language” (John McWilliams, Brandpool). Making the brand part of the conversation has led to huge social media content including blogs, a Facebook page and a Twitter account. Go Compare also invest in radio advertising so really you can’t escape the annoying tune!
As they say, all PR is good news, however it is achieved, and marmite style campaigns are often the most effective.
This week we’re going to be looking for some more campaigns that were successful for their irritating factor – check in with us on Facebook for the most annoying adverts we can find!