Is this the craziest campaign ever?

We have a simple definition of marketing: SMS, which stands for SELL MORE STUFF. Everything else, such as brand image and brand loyalty, is simply a means to the end of driving sales.

Well, it would seem that BA and its agency BBH have a different view, based on their Olympics ad campaign. The TV and poster campaign have as an objective to stop you from flying, in order to support the British Olympic team. It uses the slogan: "Don't fly support Team GB".

I struggle to get my head round this, don't you?

1. Suspect sponsorship

I suppose the fundamental problem is BA sponsoring the British Team in the first place, given the fact that the Olympics are happening in .... London. This means there is no opportunity for BA to really dramatise the role it is playing in helping athletes perform their best.

But then having spent a load of money on a suspect sponsorship, BA have then thrown even more money at the problem by trying to come up with an ad campaign. And the best they can do is to invest shareholders' money to tell people to use less of their product.

2. Where's the product?

The timing is also strange, as the campaign is running during the Olympics, long after most people have made their traval plans. A better idea might have been to do the campaign several months before the games, and say "Fly later, support team GB". This would have allowed BA to integrate the product into the campaign, for example by offering special discounts to people flying after the Olympics

3. Industry not brand campaign

The final issue is that the campaign is not even about the brand, it is about the UK travel industry in general. The slogan of "Don't fly, support Team GB" is a general and not brand-specific message.

In conclusion, BA gets my vote for the craziest bit of 2012 sponsorship. And perhaps the craziest campaign ever. What do you think?

Comments

[www.zipaviation.com]

It is normal to feel this way and if the students would just realize that it is a natrural part of learning to fly.

[Jordan Retro shoes]

If you want to earn money or want to make extra money you can contact us.

[LV Monogram Mini Lin]

One such initiative would be to undertake a pilot or larger

[LV Monogram Mini Lin]

In my recent post on the same subject, I pointed that manufacturers who embrace Android risk trading away their own brand equity

[virram9]

http://www.yourlocalinstaller.com/

[chaqueta belstaff]

The US Drug Watchdog says, "Because DePuy Pinnacle hip implants were surgically installed on

[chaussures nike air max 90]

Saknad dina blogginlägg, hoppas ni mår bra!

[Rogan Cabrera]

People has their own views on this and as far as what I think about this is that the slogan should have been something else to be more brand specific.

[custom wordpress themes]

Epic :D It's so sad more folks haven't heard about this site,
this article covered what I needed!

[massachusetts marketing]

My teacher gave me the link to this website, and she was completely right.
Keep up your excellent work!

[air max 2009 for men]

Algunha información? Hey there! Vostede sabe se fan algún plugins para protexerse contra hackers? Eu son do tipo paranoico sobre a perda de todo o que eu teño a traballar duro. Algunha información?

[website promotion]

It's strange to find out just how many blogs the internet has on this subject. I don't know if
I will ever need to come back here, but it's awesome to know I found the one that provides a little helpful info if this comes up for me again.

[Louis Vuitton Canada]

Although much of the softness may come from the hair salon you have the desired effect providing some one youl be the case able to educate yourself regarding control going to be the softness all on your own as if you do.
http://www.louisvuittoncanadalv.ca

[Cheap jordan Shoes]

you have done a great work .......... its really working and important for us. so please keep sharing ....

[Air Jordans]

I'm excited about this! Thank you for being so generous with your experience and encouragement.

[chaussure gucci]

O Bea, ką mes buvo nuostabus laikas! Who cares apie orą? Kai Steffenas ir manau, kad iš seminaro oras nėra kažkas, ką mes tikrai prisiminti. Jei norite būti dalis šios puikios grupės suinteresuotų žmonių ir mokymosi iš Lara ir jums buvo įdomus ir skatina mane žingsnis į priekį! Merci bien et à la prochaine!

[chaussure gucci]

Oh Bea, o tempo maravilhoso que tivemos! E quem se preocupa com o tempo? Quando Steffen e eu acho que da oficina o tempo não é algo que me lembro. Para fazer parte deste grande grupo de pessoas interessadas e de aprendizagem de Lara e você era divertido e me encoraja a avançar! Merci bien et à la prochaine!

[chaussure gucci]

Ótimo post! Eu vou assinar apropriado agora wth meu software de computador feedreader!

[Jean Cornet]

Fully agree. And to add a personal experience, I just spent a week in London, travelled extensively in the Tube where I quite often saw another execution of this campaign (The National anthem won't sing itself) ... and never noticed that the ad was a BA one - so much for the good branding !

[portafoglio louis vuitton donna]

Congratulations on your very nice blog .. congratulations for the work performed and the proper presentation of your blog please visit our website and sign our guestbook .. You will find all the info you wanted to know Good luck and long life to your blog.

[Coach Outlet]

They are quite professional http://www.coachoutletonlineua.net Coach Outlet that the shattered Lebanese government was incapable of providing, and has evolved since then into a political force with two cabinet ministers and a dozen seats in Parliament. http://www.coachoutletonlinea0.org Coach Outlet“ in this, and this is something some Western donors are admitting that has a positive impression on some Western politicians,” said Stephan Rosiny, a research fellow at the http://www.coachoutleturla.com Coach Factory Oultet Institute of Middle East Studies at the German Institute of Global and Area Studies in Hamburg. http://www.coachfactoryoutletfa.net Coach Factory OutletThat in turn provides a rationale for the group’s charitable networks among Lebanese immigrants in Europe. “They may collect money for their institutions, but they aren’t http://www.coachoutletonlineab.com Coach Outlet operating publicly,” Mr. Rosiny said. “As long as they aren’t involved in politics and aren’t operating openly, they are tolerated.” http://www.coachoutleshome.com Coach Outlet Online Experts question how effectively European police officials are keeping track of the kind of serious, well-trained operatives capable of staging attacks versus counting up donors http://www.coachoutlet67.org Coach Factory Outlet. to funds for orphans of suicide bombers. “I don’t believe that they are able to monitor Hezbollah activities because Hezbollah is such a professional player,” said Guido http://www.coachfactoryoutletsc.org Coach Outlet Online Steinberg, an expert on terrorism with the German Institute for International and Security Affairs. http://www.louisvuittonususa.net Louis Vuitton Bag “The supporters that march the streets with a Hezbollah flag are not a threat to national security,” Mr. Ritzmann said. “We’re more concerned with small groups — a car http://www.louisvuittonsoutletua.net Louis Vuitton Handbagdealer, a grocer, or whatever

[casquette new era dc]

Je suis d'accord avec vos conclusions et attendons avec impatience vos mises à jour entrants. Juste en disant merci ne sera pas seulement suffisante, pour la clarté merveilleuse dans votre writing.It est impératif que nous lisons blog très attentivement. Je suis déjà fait et de trouver que ce poste est vraiment incroyable

[Edith]

Hi, the article is so wonderful, I am interested in it. I will pay attention to your articles.Enjoy to read your write.

[nike air max 89]

Nem sokáig azonosították a webhelyéről, és továbbra is a már olvasott végig. Úgy gondoltam, tudok majd hagynom 1. megjegyzést. Én nem ellenőrzi, mit mond, kivéve, hogy én élveztem olvasni. Szép blog. rosszul lesz könyvjelző tartani meglátogatta a honlap nagyon jellemzően.

[Lily]

Thank you for another fantastic article. Where else could anyone get that type of info in such a perfect way of writing.