Build Your Brand With Humor
Advertising often uses humor to make a point. At times subtle, the gentle ‘ribbing’ of a competitor can draw consumers in and help to build a bond.
Recently, an Audi dealer in Santa Monica, CA used outdoor boards to showcase the new model and take a shot at their competitor, BMW.
The local BMW dealer responded with their own outdoor board, escalating this friendly rivalry to another level.
Not to be outdone, Audi came right back with a bigger and bolder board.
BMW had the last word, so far, by taking to the skies with a blimp that overshadows the previous boards.
Is there a ‘winner’ and ‘loser’ here? No. This friendly back-and-forth is providing exposure for both and will be a complete win-win for both dealerships. The boards have effectively changed the conversation away from the other competitors in the space and allowed these two dealerships to dominate. Additionally, the boards have created earned media PR opportunities with extensive online conversations (such as this blog) that have made them more powerful than the sum of their parts.
Is there a ‘competitor’ that you are friendly with and could engage in this sort of marketing without taking it personally or going too far?