UDACITY MARKETING DIGITAL HOME WORK: It was annoying but absolutely efficient and unforgettable

It was annoying but absolutely efficient and unforgettable

A long, long time ago in the distant Kingdom, there was a town. The town didn’t have internet access, so the newspaper classified ads was the most efficient option available when the people wanted to sell something.

In the town, there were two main newspaper brand: “Folha de Sao Paulo” and “Estadao”.

“Folha”  was the Market Leader, but even then for some reason the majority of people preferred to submit a classified ads in the competitor newspaper instead.

So then “Folha de Sao Paulo” decided to launch a memorable TV advertisement to reverse the score.

In that time in order to submit a classified ads you would have to call to an specific number, so the goals of the TV add were: Describe why the customer should contract Folha de Sao Paulo and make sure that the audience would memorize the telephone number.

They launched an efficient and unforgettable TV ad.  The ingredients for that were: a Jingle using the telephone number,  a weird and annoying rat with a shrill voice to describe the product and finally to please and hold the audience’s attention the rat getting smashed in different ways appearing again and again with more and more bandages every time he finishes a phrase.

It seems silly, but it was very efficient. The prove of this is that after 20 years most of the people from that town still remember the telephone number, but the number that matter is that after 3 months “Folha de Sao Paulo” sold 400.257 and “Estadao” 280.831. Mission accomplished,  “Folha”  lived happily ever after.

In that time, there were not much options to launch an advertisement campaign, but now a days one of the challenges it is to be able to choose the best combination of marketing channel with better cost-benefit. One of the main advantages of Digital Marketing it is much easier to measure the results and it is accessible not only for large business, but for an individual person as well.

Would you accept a challenge to create a digital marketing campaign for “Folha de Sao Paulo” now a days? If so, I know what can help you on that: 

Udacity's Digital Marketing program

See the “Folha” ad below:

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