It's great PR no doubt about it. Some will call it classless and out of kilter with the Charlton model. I like the fact that 'safe' Charlton have gone a bit left field.
I work for a leading broadcast PR company, if one of my campaigns had 7m hits over two days I'd call that a success. It's had a huge amount of coverage online and would have only cost a few thousand quid. Compare that to a traditional ad campaign which would have cost tens of thousands and wouldn't have got you on the BBC.
I say well done Charlton.
I suspect that you are only impressed by this as this is, virtually, the only measure that your industry judges itself by.
No disrespect by I don't consider this success. I, actually, think it is mindless, and cannot help the club to achieve any meaningful goals of any benefit.
Sure an attention seeking teenager would rip your arm off for 7m hits of a video but I'd like to think that a business with a multi-million pound turnover has slightly higher aspirations.
this campaign has raised awareness of the club as a whole.
Yes but 'raising awareness' is not a marketing objective in itself (although it is often claimed by second-rate agencies as something they've achieved). Great post @Chunes, BTW.
Since it's great line which I didn't write (a respected agency director did) I'll repeat this description of why "raising awareness" is a fake objective claimed by second rate agencies
" Look, if you go to a party with your flies undone, and your willy hanging out, for sure everyone will notice you. But don't expect anyone to like you, and don't expect to be invited back again."
lied to the media. Well that makes a change from the other way round!
I don't want to be over dramatic but what happens when we want some good publicity from BBC, ITV or Sky, or, heaven forbid, more than 90 seconds on our goals on a Saturday night? Like that was EVER going to happen.
because they have a Producer (or whom ever) that is cross at being used for cheap publicity, that could cost is thousands in lost revenue. TV companies have very poor corporate memories - that's not going to happen.
TV companies may we'll have short memories but the individuals hat work for them can be just as petty as the rest of us.
this campaign has raised awareness of the club as a whole.
Yes but 'raising awareness' is not a marketing objective in itself (although it is often claimed by second-rate agencies as something they've achieved). Great post @Chunes, BTW.
Since it's great line which I didn't write (a respected agency director did) I'll repeat this description of why "raising awareness" is a fake objective claimed by second rate agencies
" Look, if you go to a party with your flies undone, and your willy hanging out, for sure everyone will notice you. But don't expect anyone to like you, and don't expect to be invited back again."
this campaign has raised awareness of the club as a whole.
Yes but 'raising awareness' is not a marketing objective in itself (although it is often claimed by second-rate agencies as something they've achieved). Great post @Chunes, BTW.
Since it's great line which I didn't write (a respected agency director did) I'll repeat this description of why "raising awareness" is a fake objective claimed by second rate agencies
" Look, if you go to a party with your flies undone, and your willy hanging out, for sure everyone will notice you. But don't expect anyone to like you, and don't expect to be invited back again."
I suspect ultimately this episode has achieved nothing either way, except a fee for the company behind it. It won't be part of a strategy to change the club's brand values, it won't have a significant negative impact against the positive image the club has and it won't generate much, if any, revenue. It's just a piece of random nonsense commissioned by people with no real idea what they want to do.
this campaign has raised awareness of the club as a whole.
Yes but 'raising awareness' is not a marketing objective in itself (although it is often claimed by second-rate agencies as something they've achieved). Great post @Chunes, BTW.
Since it's great line which I didn't write (a respected agency director did) I'll repeat this description of why "raising awareness" is a fake objective claimed by second rate agencies
" Look, if you go to a party with your flies undone, and your willy hanging out, for sure everyone will notice you. But don't expect anyone to like you, and don't expect to be invited back again."
Sure, I know you aren't comparing the two but ultimately this campaign wasn't anything like that though, it may be Dapper Laughs level humour but it really wasn't that crude or offensive in my mind. Football isn't the same as other industries though and there really isn't much to separate the identities of clubs. You'll have the likes of us, Fulham with the same sort of level of work in the community and more unoffensive clubs (although we are gulfed by the likes of what City can do in that regard) and then the generally more working class clubs like Millwall/West Ham who will have their own identity.
Without being in the Premier League, there is a fairly low ceiling that we can build up our identity to on the family club/community element as no one particularly cares. At least the shock factor of this stunt has put us more in the public eye and separated the brand from the pack so now I'm sure they will work on feeding out the other stuff the club do next.
It's great PR no doubt about it. Some will call it classless and out of kilter with the Charlton model. I like the fact that 'safe' Charlton have gone a bit left field.
I work for a leading broadcast PR company, if one of my campaigns had 7m hits over two days I'd call that a success. It's had a huge amount of coverage online and would have only cost a few thousand quid. Compare that to a traditional ad campaign which would have cost tens of thousands and wouldn't have got you on the BBC.
I say well done Charlton.
I suspect that you are only impressed by this as this is, virtually, the only measure that your industry judges itself by.
No disrespect by I don't consider this success. I, actually, think it is mindless, and cannot help the club to achieve any meaningful goals of any benefit.
Sure an attention seeking teenager would rip your arm off for 7m hits of a video but I'd like to think that a business with a multi-million pound turnover has slightly higher aspirations.
It's a campaign for pitch hire, I'd be interested to see how many hits the club get off the back of it. In comparable terms, online viral campaigns are still very new compared to traditional advertising.
At the very least I'd rather people were talking about us than not.
I should imagine pitch hire was well down last year, given the state of the pitch, so before long they will be hailing this year as a huge success. It's been pretty busy in the past, however. I had to work hard to get any slots released for kids.
If the pitch stays in the same condition at the end of the season, then it sells itself. What would you rather play on? A muddy surface or a bowling green?
this campaign has raised awareness of the club as a whole.
" Look, if you go to a party with your flies undone, and your willy hanging out, for sure everyone will notice you. But don't expect anyone to like you."
this campaign has raised awareness of the club as a whole.
Yes but 'raising awareness' is not a marketing objective in itself (although it is often claimed by second-rate agencies as something they've achieved). Great post @Chunes, BTW.
Since it's great line which I didn't write (a respected agency director did) I'll repeat this description of why "raising awareness" is a fake objective claimed by second rate agencies
" Look, if you go to a party with your flies undone, and your willy hanging out, for sure everyone will notice you. But don't expect anyone to like you, and don't expect to be invited back again."
Sure, I know you aren't comparing the two but ultimately this campaign wasn't anything like that though, it may be Dapper Laughs level humour but it really wasn't that crude or offensive in my mind. Football isn't the same as other industries though and there really isn't much to separate the identities of clubs. You'll have the likes of us, Fulham with the same sort of level of work in the community and more unoffensive clubs (although we are gulfed by the likes of what City can do in that regard) and then the generally more working class clubs like Millwall/West Ham who will have their own identity.
Without being in the Premier League, there is a fairly low ceiling that we can build up our identity to on the family club/community element as no one particularly cares. At least the shock factor of this stunt has put us more in the public eye and separated the brand from the pack so now I'm sure they will work on feeding out the other stuff the club do next.
Well that's the important question. As a one off stunt to support pitch hire, it probably won't do lasting damage. But if the agency persuades a young and new marketing guy that "hey it was really cool, we went viral, here's our new idea to do the same", then I think we start to have problems.
Whatever you think of our previous image as a club, it's worth noting how it was built up to the wider world. The club took all the initiatives it did, for the fans, for the community, for the football world, and then simply made sure the press were informed about the initiatives, leaving the press to write or broadcast what they wished to. And they wrote loads of positive things, that's why we have that image within football. This current thing is all about the campaign itself, not the pitch hire, which is no big deal either way. Whatever you think of it, it's important to understand the difference.
Brand awareness = the pitch at the Valley is available to hire. It's that simple.
This is also not true at all.
A brand is a set of values. 'Brand awareness' is expressing those values to the public to let them know that they are in-line with their own values - so they can identify with that brand.
Apple's 'brand' is all about innovation. That's why all of their executions, whether it's marketing, pr or advertising, are all supporting that message. They positioned their brand this way because early adopters identify with challenging the norm and innovation - and early adopters in turn market their products for them. (Remember how early iPhone users would always tell you about their iPhone?)
That is good branding and brand awareness, done by a brand manager and advertising and marketing teams who know what they're doing.
Charlton's brand values are family, community and dogged South-London integrity - it's what has seen us through tough times. It's what makes us special. It's core to our club. This video is a long way from representing those values and as such is damaging to that brand. It does not raise 'brand awareness' because it is not a representation of our values. I'm not saying it's damaging because it's a couple having sex - it could have been a video of a midget chasing a camel - it doesn't matter. It's damaging because it takes away from a reputation we've built over a century of history.
There was a video of someone breaking into an air force base and graffiti-ing on the President's plane Air Force One. It got millions of views. It was later revealed to be fake and a PR stunt by Mark Ecko - but it worked so well because the action itself was a representation of what Ecko is all about - rebellion, individuality and street culture. That video can be said to have raised 'brand awareness'. Our one can't.
How would you create a viral video based on Charlton's real brand values? It's not easy, but that's why people pay so much for good creatives.
People might now be talking about our club around the world but I would rather they weren't - because they aren't talking about Charlton, because this video has put Charlton across as tacky and gimmicky, rather than a club that really does have more integrity than any other.
Poor marketing from the club and sub-standard creative work from the agency. Clifford French needs a better creative director and we need a better marketing manager.
Spot on Chunes and it shows a complete lack of understanding of the clubs identity and values by the new owners. Pathetic, cheap and pointless like most things we have seen over recent months.
There are some interesting contributions in support of this idea, and some fairly predictable. In these days of five minute attention spans I honestly don't see how it will benefit the club in any way. No one is going to start supporting the club as a result, can't see many people who would not be aware that the pitch was for hire suddenly deciding to have a kick about, and a week from now no-one will remember it ever happened. Except those in the media who have been made to look stupid. Why not at least have left it until April 1st...
Shout-out to Youtube user cafcmatt12 who called me a 'faggot' when I voiced my embarrassment at the ad; you're clearly the core target demographic of the campaign and I hope you found it as legendary as its progenitors intended
Don't get carried away on the 5 million number. It's a 6 second clip on Vine, which loops over and over.
20 hours later now at 7.3 million! The clicker jumps around 20-40 every time implying quite a few unique views each and every second.
Are you saying that's not 5-7 million views?
To put this in context, plenty of shots clicker might go to 5,000.
Not quite... I'm saying that all "views" are not equal. This is part of what I do for a living.
Vine is a great platform. There are very talented people who can tell entire, meaningful stories in just 6 seconds.
What I'm saying is that a view on Vine isn't equal to a view on YouTube, Instagram, Facebook or anywhere else. They're all different. In terms of Vine and the initial clip of "elicit sex", remember it's 6 seconds long (so easy for anyone to consume) and "shocking" (in the sense that it's unexpected, bears the question: what's this about? is it real? is it staged? what's it related to? Simply: why?). I must have watched it 30 times myself, each time, looking at a different aspect.
Once they revealed the backstory (leave it!) on YouTube, voila, the mystery was over. That full video currently has 472,870 views (which is a shed load more, granted, then any other video on the CAFC_Official Youtube channel). So... big surprise, 5-7 million saw the sex; half a million saw the reveal. The apparent message is in the YouTube video.
I'm suggesting that any value to the campaign is found closer to the YouTube number than the Vine number. Though I'd suggest that, for reasons covered elsewhere on this thread, that the actual value to the Club is much more dubious than even the YouTube number suggests.
this campaign has raised awareness of the club as a whole.
" Look, if you go to a party with your flies undone, and your willy hanging out, for sure everyone will notice you. But don't expect anyone to like you."
I suspect ultimately this episode has achieved nothing either way, except a fee for the company behind it. It won't be part of a strategy to change the club's brand values, it won't have a significant negative impact against the positive image the club has and it won't generate much, if any, revenue. It's just a piece of random nonsense commissioned by people with no real idea what they want to do.
According to some this would sit very well with Staprix network transfer policy
Airman Brown said: I suspect ultimately this episode has achieved nothing either way, except a fee for the company behind it. It won't be part of a strategy to change the club's brand values, it won't have a significant negative impact against the positive image the club has and it won't generate much, if any, revenue. It's just a piece of random nonsense commissioned by people with no real idea what they want to do.
I must have missed this classic post before - seriously you are such a negative, draining, self-interested and sad individual. You jump on anything that you sadly believe you did, or could do better.
I suspect ultimately this episode has achieved nothing either way, except a fee for the company behind it. It won't be part of a strategy to change the club's brand values, it won't have a significant negative impact against the positive image the club has and it won't generate much, if any, revenue. It's just a piece of random nonsense commissioned by people with no real idea what they want to do.
Comments
No disrespect by I don't consider this success. I, actually, think it is mindless, and cannot help the club to achieve any meaningful goals of any benefit.
Sure an attention seeking teenager would rip your arm off for 7m hits of a video but I'd like to think that a business with a multi-million pound turnover has slightly higher aspirations.
Yes but 'raising awareness' is not a marketing objective in itself (although it is often claimed by second-rate agencies as something they've achieved). Great post @Chunes, BTW.
Since it's great line which I didn't write (a respected agency director did) I'll repeat this description of why "raising awareness" is a fake objective claimed by second rate agencies
" Look, if you go to a party with your flies undone, and your willy hanging out, for sure everyone will notice you. But don't expect anyone to like you, and don't expect to be invited back again."
Probably the truest words said on this thread!
Without being in the Premier League, there is a fairly low ceiling that we can build up our identity to on the family club/community element as no one particularly cares. At least the shock factor of this stunt has put us more in the public eye and separated the brand from the pack so now I'm sure they will work on feeding out the other stuff the club do next.
At the very least I'd rather people were talking about us than not.
No need for gimmicks
Whatever you think of our previous image as a club, it's worth noting how it was built up to the wider world. The club took all the initiatives it did, for the fans, for the community, for the football world, and then simply made sure the press were informed about the initiatives, leaving the press to write or broadcast what they wished to. And they wrote loads of positive things, that's why we have that image within football. This current thing is all about the campaign itself, not the pitch hire, which is no big deal either way. Whatever you think of it, it's important to understand the difference.
Vine is a great platform. There are very talented people who can tell entire, meaningful stories in just 6 seconds.
What I'm saying is that a view on Vine isn't equal to a view on YouTube, Instagram, Facebook or anywhere else. They're all different. In terms of Vine and the initial clip of "elicit sex", remember it's 6 seconds long (so easy for anyone to consume) and "shocking" (in the sense that it's unexpected, bears the question: what's this about? is it real? is it staged? what's it related to? Simply: why?). I must have watched it 30 times myself, each time, looking at a different aspect.
Once they revealed the backstory (leave it!) on YouTube, voila, the mystery was over. That full video currently has 472,870 views (which is a shed load more, granted, then any other video on the CAFC_Official Youtube channel). So... big surprise, 5-7 million saw the sex; half a million saw the reveal. The apparent message is in the YouTube video.
I'm suggesting that any value to the campaign is found closer to the YouTube number than the Vine number. Though I'd suggest that, for reasons covered elsewhere on this thread, that the actual value to the Club is much more dubious than even the YouTube number suggests.
This is the fast food of advertising.
And that was just when we won a corner Stig !
I suspect ultimately this episode has achieved nothing either way, except a fee for the company behind it. It won't be part of a strategy to change the club's brand values, it won't have a significant negative impact against the positive image the club has and it won't generate much, if any, revenue. It's just a piece of random nonsense commissioned by people with no real idea what they want to do.
I must have missed this classic post before - seriously you are such a negative, draining, self-interested and sad individual. You jump on anything that you sadly believe you did, or could do better.
Get a job.
http://www.newsshopper.co.uk/news/11829966.Average_penis_size_revelation_leaves_men_feeling_cocksure/?ref=ar
not exactly NEW is it
Seems the next instalment advertising the availability of toilets in Crossbars is already out there: newsshopper.co.uk/news/11715008.VIDEO_UPDATE__Hunt_on_for__disgusting__man_caught_on_camera__having_a_poo__at_bus_stop/?ref=ar
banned!