With my radar up on the topic of SPOOF ADS......I was therefore drawn to a blog posting on the BRAND REPUBLIC website. The blog is all about spoof ads and called ADSPOOF WATCH.
The blog (click here for the original posting) showed what they called a "spoof" of the UK Tesco ads, which are trying to encourage people to shop local. The concern being that Tesco stores are driving out small local stores.
To see an example of usual TESCO ads if you are not familiar with them: click here
The ad itself not really a spoof as such. It is more of an imitation of the style, format and end line which they replicate to make a point and get people thinking. I though the ad itself was clever but the strategy behind it poor.
People will not shop local unless local provides a better product/ offer. Better means you need to be Superior, Unique or Differentiated. An appeal to the emotion alone to support local will not stop the tide.
Here is why, and the comment I left:
"Interesting ad. However, the one thing that I always find interesting about initiatives like this (and the same in the States against Wal-Mart) is that the reason consumers shop in Tesco etc is because they are cheaper and can get everything with a set quality. This (while being clever) does not actually give them a better reason to shop local. Or they would do it anyway? It is consumers that chose to shop in Tesco etc, not Tesco forcing them to surely? Local needs to find a more compelling offer.
A simple example is I used to be a BIG Starbucks fan. Then discovered a local coffee shop on way to the Tube that has better coffee, lower price, better food and are incredibly friendly and recognise me. A better offer! I stopped Starbucks and go there. Isn't that what locals need to do?"
What do you think?
No comments:
Post a Comment