Ostatni czas obrodził w ciekawe kampanie społeczne, które potwierdzają tezę, że pomysłowe podejście do marketingu, wśród postępującej wtórności obecnych na rynku realizacji, przejmują kreacje tworzone „pro publico bono”. Tym razem na celowniku znalazły się otyłe dzieci, do których skierowana jest kampania teksańskiej organizacji Active Life Movement.
Jak powszechnie wiadomo, trafić do dziecka nie jest łatwo. Można prosić, krzyczeć, straszyć, błagać, a w akcie desperacji tupać lub próbować drobnych form przekupstwa, lecz w większości przypadków nieletni target i tak pozostaje obojętny na nasze wyrafinowane środki perswazji. Active Life Movement postanowiło jednak spróbować porwać się z motyką na słońce i przekonać najmłodszych, że potrójny podbródek i oponka w pasie nie są trendy.
Sposobów dotarcia do dzieci jest chyba tyle, ilu próbujących do nich dotrzeć. Przykładowo można próbować straszyć wypadającymi z prędkością serii z karabinu maszynowego zębami. W tym jednak przypadku zdajemy się na płytkie złoża perspektywicznego myślenia u najmłodszych. Osoby chcące skorzystać z pakietu o bardziej rozbudowanym pokładzie sadyzmu, mogą spróbować uruchomić opcję „słodycze mode off”. Wiąże się ona jednak z ryzykiem wysokich fal negatywnej energii wysyłanych w kierunku osoby, która zdecyduje się na wdrożenie takiego rozwiązania.
Jak więc najlepiej trafić do najmłodszych konsumentów wszelakich (zwykle tuczących) przekąsek? Po prostu pokazać jak wyglądaliby dziecięcy bohaterowie, gdyby ich podstawowym źródłem pożywienia były fast-foody. W tym celu na zamówienie ALM, agencja Latinworks przygotowała kreacje prezentujące nieprzyzwoicie utuczone zabawki, m.in. Barbie, superbohatera oraz piratów. Obrazki wywołują uśmiech, szczyptę refleksji, ale… czy aby na pewno będą skuteczne? Hasło przewodnie – „Keep obesity away from your child” – sugeruje, że adresatami przekazu są rodzice. Można mieć w związku z tym wątpliwości czy świetny pomysł i dobre wykonanie, nie zostały zmarnowane przez wycelowanie kampanii w zły target. Ale zawsze jeszcze można ten błąd naprawić i ponownie wycelować marketingowe działo.
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