Camouflage advertising is successful
Whitewashing is no longer enough to attract attention in advertising. Marketing experts are therefore looking for alternative communication strategies - such as camouflage advertising, as the Sonntagszeitung writes.
Brands no longer just act as sponsors, but as part of the scene and thus infiltrate the subculture. They play with false facts, tricks and deceptions. This development is linked to the "no-logo generation" of today's 20 and 35-year-olds, who avoid branded products and are critical of advertising. "This generation can talk about commercials like music. They are professionals who find conventional advertising ridiculous. They want to be entertained," Frank Bodin, head of the advertising agency Euro RSCG, is quoted as saying in the Sonntagszeitung.
There are numerous examples of camouflage advertising: Nike, for example, held demonstrations in Australia back in 2001 against the technical superiority of the then new "Nike Air Zoom" - the demonstrators were actors. According to David Eicher from the Munich agency Webguerillas, the growth rates of alternative forms of advertising are "enormously high", as the Sonntagszeitung continues.
In Switzerland, however, people are generally still cautious in this respect. Nevertheless, one of the best camouflage campaigns comes from Switzerland, namely from mountain sports outfitter Mammut: the "Mary Woodbridge" campaign by Spillmann/Felser/Leo Burnett won the Goldbach Medien Group's Crossmedia Award, as reported by Werbewoche.
There are numerous examples of camouflage advertising: Nike, for example, held demonstrations in Australia back in 2001 against the technical superiority of the then new "Nike Air Zoom" - the demonstrators were actors. According to David Eicher from the Munich agency Webguerillas, the growth rates of alternative forms of advertising are "enormously high", as the Sonntagszeitung continues.
In Switzerland, however, people are generally still cautious in this respect. Nevertheless, one of the best camouflage campaigns comes from Switzerland, namely from mountain sports outfitter Mammut: the "Mary Woodbridge" campaign by Spillmann/Felser/Leo Burnett won the Goldbach Medien Group's Crossmedia Award, as reported by Werbewoche.
