Thursday, July 05, 2007

Dove Advertising

I played this Dove viral ad called 'evolution' at my workshop yesterday. It caused quite a stir and sparked a lot of discussion. It takes something special for a team of jaded, know it all marketers to go 'wow'.

No wonder it won the Grand Prix for viral marketing at the recent Cannes Advertising Festival.
Posted by at

6 comments:

Silvana said...

What the hell is viral marketing?

8:17 pm
Tony said...

Its when a brand tries to encourage its message to pass from person to person in an uncontrollable, exponential fashion in the same way that a virus infecta a population. This means using non-conventional media eg the internet rather than paid-for media such as television communication. It is much cheaper, offers greater creative freedom and is aguably more powerful as it engages with people more directly. This Dove ad has had nearly 4 million views on Youtube and has probably been passed on to many, many more. Another famous example is the Kylie ad for Agent Provacateur.

Your blog is an example of viral marketing. I bet you didn't realise that...

9:36 pm
Silvana said...

How very interesting. It's like Chinese Whispers then

11:03 pm
James Franco said...

The Blair Witch project was an example of viral marketing as well wasn't it?
All done on the internet, with only about a $10k budget.

12:43 am
Anonymous said...

I thought the Parodia, Dove Slob advert was very funny did you see it next to the one you highlighted?

9:36 am
Tony said...

Yes James - I remember that Blair Witch became really talked about at the time as a really scary film. Harry Potter started a bit like that too - became very popular through kid / mum networks.

Angela - I really liked the Dove Slob version too. Very funny.

10:11 pm

Post a Comment

Subscribe to: Post Comments (Atom)