All blogs
January 21, 2017 Archive →
Search by Publications Photos Videos Blogs
spicemedia
Advertising wars.
The most striking cases
Category: Creative, creative ideas, commercials
Tags: advertising, war, cases
Advertising wars are always an exciting, bright competition between strong brands, seasoned with brilliant humor and creativity of their creators.
Such fights are interesting to watch not only for fellow marketers, but also for consumers themselves.
In addition, the advertising war is a great opportunity to draw attention to the brand and demonstrate all its strengths that distinguish it from competitors.
There are no losers in this war — each player gets his share of fame and attention to one extent or another.
BMW vs. Audi The longest and most gambling struggle in the history of the advertising market can be called the war of these two auto giants.
BMW has repeatedly tried to "catch" other well known car brands, such as Jaguar, Mercedes, etc., but only Audi surprised with its ability to always respond to the challenge of an opponent regularly and no less worthy.
The war began with a BMW print, on which the auto giant congratulated Audi on winning the Car of the Year contest -2006 in South Africa, signing " The winner of the Car of the World contest -2006.
Soon Audi posted a response poster: "Congratulations to BMW with the victory in the competition" Car of the World " -2006.
From the six time winner of the Consecutive Le Mans 24 Hour races (2000-2006)".
Other market participants also decided to participate in the" advertising dialogue".
Subaru suddenly intervened, stating on its poster that while BMW and Audi win beauty contests, Subaru became the best in International Engine 2006 (The Best Engine).
Bentley, whose provocative print does not require comments, could not resist either.
In 2009, Audi placed a provocative advertisement at one of the busiest intersections of Santa Monica (California).
The modest inscription read: "Your move, BMW."
BMW was not at a loss and placed a poster on the opposite side of the street: "Checkmate".
In addition, the rivals managed to prove themselves on the Russian market.
In 2007, Audi introduced an advertisement for a Russified GPS navigator.
In response, BMW, not without reason, said: "While others were translating navigation, we made the best engine in the world."
In 2011, in Moscow, on the Varshavskoye Highway, after a series of BMW "Delight plays big", an Audi banner appeared: "We change your delight to Audi".
Thus, Audi, once again teasing BMW, put pressure on the sore spot of a competitor — an unsuccessful adaptation of the international slogan Freude Ist BMW (Joy Is BMW).
"Rapture is ready for the future", "Rapture plays big" and "Rapture creates record holders" — the meaninglessness and absurdity of the slogan, which is a random set of words, has repeatedly become the subject of condemnation by advertisers and fans of the brand on the web.
"Changing your delight to Audi" was not just an advertising trick, but a real offer: by the end of July, you could hand over a BMW car to trade in, get an additional 50,000 rubles and buy a new Audi A6.
Coca Cola VS Pepsi.
In the struggle between these two brands, Pepsi is leading an active offensive mainly.
Pepsi's first knight move in the marketing battle was made in the late 30s.
During the Great Depression, Pepsi was sold in 340 ml bottles, while Cola was sold in 170 ml bottles.
At the same time, the price of the drink remained the same — 5 cents per bottle.
The dumping was accompanied by an advertisement with a corrosive song - " Pepsi Cola hits the target, 12 full ounces is a lot!
Twice as much for the same coin!
Pepsi Cola is a drink for you."
As a result, from 1936 to 1938, Pepsi doubled its sales thanks to such advertising.
In part, Pepsi adheres to the same policy of "more for the same price"even now - in Russia, Coca Cola is sold in bottles of 0.5 liters, and Pepsi — by 0.6.
Pepsi's active attack continued in 1995, when the video "Diner" appeared" "Lunch" tells about how employees of Pepsi and Coca Cola first became friends at a common table, and then got into a fight, not sharing a jar of Pepsi.
In 1999, another of the most famous commercials discrediting Coca Cola was released.
This is a story about a boy who could not reach the Pepsi button on a vending machine, but a can of Coca Cola became an excellent device for achieving the goal.
Then Pepsi mimicked the iconic Coca Cola video "Mean Joe Greene", removing the story about"not Beckham's day".
In 2010, Pepsi struck again, re shooting the video "Lunch" in 1995, the plot of which remained almost unchanged.
However, now the reason for the fight was not the greed of the Coca Cola driver, but the resourcefulness of the Pepsi driver, who could not resist the temptation to post a video on YouTube about how a Coca Cola employee drinks Pepsi with pleasure.
Sumsung vs. Apple In 2010, Samsung unleashed an advertising war, using the shortcomings of the iPhone 4 to promote its Galaxy S smartphone.
The company has started sending out its new Galaxy S phone for free to popular Internet bloggers from England who complained about their iPhone 4 on Twitter.
In addition, an advertising campaign was launched in the press, where the signal quality icon is used in the word Hello, instead of the letters L.
At the time of the Galaxy S2, an advertisement appeared in which people standing in line for a new iPhone choose Samsung.
Since then, similar videos have appeared not only for each new flagship of the company, but also, for example, for Note.
The video for the latter also became a self parody and turned into a real circus with a projectile man, a caricature hard rocker and a Black choir.
Apple reacted very melancholically to such challenges, but there was no stopping the Koreans.
For the new flagship of the company, the Galaxy S4, they shot a video about the graduation party.
Happy owners of Korean smartphones are taking full advantage of the new features of their devices and make iPhone owners jealous.
The new message of the advertising campaign: young people at the party prefer Samsung — Apple remains the lot of parents.
In 2014, Samsung again ridiculed new Apple products presented at a presentation in Cupertino.
The main characters of the videos were two unlucky employees of the Apple retail store.
In the first video, young people are trying to launch a live broadcast from the Tim Cook Company event at the Flint Center in California on a laptop.
It was there that the presentation of the iPhone 6, iPhone 6 Plus and Apple Watch took place on September 9.
Despite all the attempts of the store's employees, the video does not work.
Desperate to set up streaming, one of the heroes admits: they work in the field of high technology, but still can not cope with even such a minor problem.
In the second video, Apple employees still manage to connect to the broadcast and see what their management shows at the presentation.
At first, young people are happy about the new enlarged screen of the iPhone 6 and 6 Plus, but then they realize that it is "just a big screen", and they are noticeably disappointed.
The video ends with an advertisement for a Samsung Galaxy Note 4 smartphone with a 5.7 inch display.
The third and fourth videos make fun of the lack of full fledged multitasking in Apple products, and also show the advantages of the S pen smart pen developed by Samsung, which has no analogue from a competitor corporation.
All videos are united by a common slogan #NoteTheDifference ("Notice the difference"), referring to the name of the smartphone from the Samsung Galaxy Note line, which is advertised at the end of each video.
In less than a day, the recordings collected an average of 40-50 thousand views on YouTube.
Burger King vs McDonald’s Almost from the very beginning, the Burger King chain tried to take away a share from its main competitor McDonalds, so very soon the Burger King advertising began to attack the fast food leader.
In the early 80's, 6 – year – old actress Sarah Michelle Gellar (the future Buffy the Vampire Slayer) starred in the most famous old Burger King commercial.
“When I order a burger at McDonalds, they put 20% less meat in it than in Burger King, " says the baby.
For these statements, McDonalds sued both the actress, Burger King, and the advertising agency that shot the video.
Soon, advertisers noticed that only at Burger King, cutlets are cooked on a grill, while competitors fry them in a frying pan.
So, a new funny video from Burger King said that “if people really liked the taste of fried food, they would put frying pans in the backyard, not a barbecue."
Sometimes the advertising battle between Burger King and McDonald's also took offensive forms.
For example, in December 2011, Burger King complained about a video shot by a Berlin advertising agency for McDonald's.
In the video, hooligans constantly take away the food they bought at McDonald's from a little boy.
But one day, the boy guesses to hide food from McDonald's in a Burger King bag, and the bullies leave the child alone.
In the Russian market, the active war between competitors became especially noticeable in 2013.
It was then that a Burger King commercial appeared, in which the chain's flagship product, the Whopper burger, crushes a poppy flower, and the voiceover text says: "This is a poppy.
Once he was popular, but his time has passed!".
The ads were not broadcast on the main channels.
In the same year, in a new video, Burger King again touched a competitor: at the very beginning, a retouched image of fast food appears, in which the McDonald's color scheme is easily guessed.
"Tired of old acquaintances? - says the voice over, - it's time to try something new."
"Something new" is a new burger from the Burger King chain.
Sometimes a Burger King poster appeared next to McDonald's restaurants, saying: "Feel the taste, not the taste."
The story of the difficult relationship between computer geniuses Steve Jobs and Bill Gates begins with the 1970s, when, according to the head of Apple, Gates stole the idea of a "macintosh" and introduced Microsoft software to the world on its basis.
Today, the confrontation of the world's largest corporations continues not only in the framework of the struggle for user preferences, but also for the image of the company, which is formed through advertising.
In 2010, Apple completed the "Get A Mac" advertising campaign, in which 80 videos were shot since 2006.
The" trick " of the campaign was soft humor and the fact that the authors of the videos did not suck out the shortcomings of the PC, focusing on the real competitive advantages of Apple, such as the absence of malware, etc.
The plot of the videos is simple: a PC man in a suit and a Mac man in jeans and a loose shirt exchange a few remarks.
As a result, it invariably turns out that Apple products are better.
Microsoft responded with very compromising videos called "Laptop Hunters", in which Microsoft offered ordinary people to take part in a marketing research, the essence of which was to buy a laptop within the allocated amount.
In all the videos, the participants went to the Apple Store, but returned empty handed, explaining their reluctance to buy a Mac in different ways.
Later, the chief operating officer of Microsoft, Kevin Turner, proudly announced that Apple had asked Microsoft to stop this advertising campaign.
"You should stop playing these videos.
We have reduced prices, " he quoted competitors as saying, confirming that the prices for laptops have indeed been reduced by about $100.
However, Turner assured that Microsoft will continue to "twist, twist and twist" its videos.
Published: 06.04.2015 | 19: 39 | Views: 3945
Comments (2)
0 0
0 0
Planet Nibiru
The Third World War will soon begin here (with nuclear weapons and there will be no advertising wars)
To answer
06.04.2015 21:38
1 0
1 0
Movies Online
Link
To answer
06.04.2015 22:42
About the Blog
Spice Media Corporate Blog
Types of activities:
We are Spice Media a communication agency that is ready to create, write, develop ideas and make any communication with the public successful.
"Spice" in English means "spice, seasoning".
Our team is ready to make your business interesting for the media and "spice up" it with professional PR.
City: Saint Petersburg
Address: St. Petersburg, Bolshaya Morskaya str., 3-5 of.
515
Phone: 8(812)334 56 20
E mail: n.khamatgarieva@spice media.ru
roll up
Spice MediaBlog for those who are interested in PR and advertising and for those who are interested in them.
Created: 02.11.2012 | 16: 48
Topics: 64 | Posts: 49 | Impressions: 94486
Rating: / Votes: 2
Blog Authors
spicemedia
Administrator
from a well known company milking machine adm read more on the website
© Composition.ru 1998-2017, corporate identity of Depot WPF
tel / fax: +7 (495) 225 1331 address: 109004, Moscow, Pestovsky lane, 16, p. 2
When using the portal materials, the link to Sostav.ru required!
Administration Sostav.ru asks you to report all noticed technical problems by E mail
