Will such strategies help to promote your brand? There are a lot of ambient efforts with a view to promote brands, but the question is, are they effective enough to enter the consumer psyche?
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For example, consider this promotional effort for Elmex. With a view tpo promote their anti-cavities toothpaste, they collaborated with Israel’s largest bowling chain. 140 bowling balls with no holes were randomly placed among the regular balls. These 140 balls carried 3 stickers (in places where balls should have been seen usually) which say about the tooth paste.
The stickers carried the message- elmex- helps prevent cavities
Will this effort really be effective, or will the consumers be rather annoyed?
CREDITS
Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive , Tel Aviv, Israel
Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yaneev Avital
Art Director: Nathan Freifeld
Copywriter: Oz Frenkel
Account Director: Adam Polachek
Account Supervisor: Tal Cohen
Account Executive: Revital Levy
Production: Hagai Ramati
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