Dagens Industri, a Swedish financial newspaper, had a mission: Launching Zebra, a new 4 wheel drive for the Swedish market.
Idea & Objectives:
Their first idea for a solution was to build a Zoo just outside Stockholm, the capital of Sweden, and invite the company’s clients and employees. Following that, they would use Facebook, Twitter, YouTube, Bambuser, MySpace and flash mobs, with product placement to match.
To back the campaign offline, they would produce and distribute stickers, soft zebra toys and cryptic messages all around town.
However, they end up sticking to print advertising since it is “much simpler and easier“. This is the entire idea behind the Youtube video!
The message is: social media is not always the right solution.
At the end of the day, Dagens Industri is a news paper and they’re advertising… print advertising.
55,000+ views on Youtube…. and counting! There are also many comments, covering pages and pages, on the clip and they mostly point out how social media is essential because that is how they got to view the video on Youtube at the end!
“Pay attention everyone who is watching this. If print was the most powerful way to reach the target audience; why bother making a video about it? Seems like an effective, disruptive, viral video to me that contradicts what it says at the end. It’s a clever ad for the agency as a “pattern interrupt” in this case.” hippienosis
It took me some time to wrap my head around the purpose of this campaign’s clip. At the beginning, I was confused; I thought that the clip was about this huge social media campaign which succeeded through using social media channels effectively while combining the offline element creatively, similar to how an interactive agency may market.
However, when I figured it all out, I decided, just as many others did, that the point that the Dagens Industri was trying to make was weakened solely by their use of Youtube.
Therefore, here are the lesson I think could be learned from this campaign:
- You need to be clear, very clear, about the message you are trying to convey to the world, especially to your target audience. No one likes to spend a lot of time deciphering a clip or an idea; no one can afford it these days.
- You should be able to prove your point, otherwise you will have a bunch of confused people buzzing, sometimes even negatively, about your campaign. When the ad agency used social media to emphasize the unimportance of social media, it simply lost its edge!
- Social media use for creating campaigns is not always the best solution. The nature of your company and product and the demographics of your target audience all determine which is the best way for you to conduct your campaign.
- Bigger is not always better and less can be more. Many companies have failed simply because they used too much social media channels to promote their products or services. On the other hand, many others have succeed with flying colors just because they carefully chose their social media channels and concentrated their marketing offers on them.
Finally, I wonder: Have you heard about this campaign? Do you like it? Do you think it serves its purpose or agree that it unintentionally promotes the need of social media?
Looking forward to hearing your feedback down below…