Current event II.
Pila Pasák in english means Shaw-mill Pimp. This company from southern Czech republis has started 2 years ago a controversial campaign that shows hot girls next to the cut wood, 2 things that don’t have anything in common. According to Daniel Köppl from magazine Marketing and Media, “usage of such images usually does not work, sexual images presented in the ad in such way are usually louder than the actual content, so viewer ends up with remembering, not the product it self, but the sexual image presented there”(Reflex 9/2007). According to my understandings, when this campaign was launched, a lot of media, including magazine Reflex, Marketing&Media and even TV Nova, some internet blogs, started to talk a lot about if it is appropriate to show such things in public places, that actually created a huge media bubble around this firm and its campaign, that lots of people do know now in southern Czech Republic is a firm which fabricate wood and is called Pila Pasak. What we can conclude from this is that this kind of advertising is not really appropriate, it does not sell product but this campaign was successful because additional media give that an additional media space for free. At the end, people who search for a service do not really care that much about what is in the ad, if it is appropriate, but rather goes to the place which they remember in their subconscious.
So here is my question. Was the campaign successful? Probably was, because additional discussion around it made it successful, but if anybody else would try to do the same think again, he would probably end up with campaign that fails.
In conclusion sex is not that easy to use for selling products, but if it is used properly, it can work, as you can see from other posts. But everything has exceptions, such as ad for Pila Pasak here in Czech Republic.
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