Printed advertisement is a personal favourite of mine. I actually collect my favourite ones and study them carefully. But what Budweiser did this May, in a unique parternship with Will.I.Am, was beyond my wildest thoughts.
"Budweiser really is in sync with what we are living at the moment in Brazil. The communication of the brand speaks of optimism and celebration, and the whole country experiences that with all the good that is coming: Olympic Games, World Cup and big events. The song and video of Wiil.I.Am gave life to the brand's positive speech, and we managed to unite two powers with this parternship: the most famous beer in the world and one of the main names of the music industry", explains Manuel Rangel, Brazil's Marketing Manager for Budweiser.
The most valiable brand of beer in the world invited the famous singer/producer to be its embassador in Brazil, perfectly aware of the love of the latter by the tropical country and of his approach to living, very similar to what of Budweiser: "Good Times Are Coming". Besides, since its launch in Brazil, the brand has been always linked with music, sponsoring music festivals and events all over the country.
So their idea or, more accurately, the idea of the Africa agency, which is in charge of all the brand's campaigns, was to record Will.I.Am new song - "Great Times" - into vinyl. But not just a simple vinyl record. No, actually they recorded it into vinyl paper and inserted the ads in the inner sections of the magazines. One could just detach it from the pages and play it in a record player. Simultaneously, the YouTube teaser (which you can see above) was released, getting people's attention.
I applaud the creativity. I think printed ads are getting more and more innovative. But I'm not quite sure of the effectiveness of this particular one.
We are, for a few years now, the mp3 generation. Smaller songs to fit in our 4, 8, 16 ou 130 gb Ipods; we get our songs via Internet (euphemism, I know...) and we only buy CD's when we really like the singer/band. And, most of all, we are Budweiser target group: 18-34 year old consumers. So, I wonder: what's the point of creating a vinyl printed add when we can't 'play' with it?
One can argue that you can always enjoy the printed campaign and then download the song from wherever on the Internet. Again, I ask: what's the point of the printed campaign if, in the end, the target group ends up where it always is: online? On the other hand, in the past couple of years, the cult of the vintage is getting stronger, mainly powered by the fashion industry. Therefore, the probabilities of the individuals of the target group having a record player are a bit higher. But I don't think they would be high enough for this to be a really successful campaign.
Still, this is, like Manuel Rangel said, "the most famous beer in the world", and it's associated with "one of the main names of the music industry". So, regardless of people being able to actually manage to play the record, the campaign will always have some kind of impact.
And that's the whole point of advertising, isn't it? It doesn't matter if people talk good or bad about it, as long as they talk about it.
Sources:
Ana Nascimento
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