A few days ago, Joan Laporta's advertising surprised everyone; I reflect on the importance of content and container in advertising...
Joan Laporta is one of the candidates to preside (again) the Barcelona Football Club. He was the last candidate to come forward, that is, the rest (9) already had a certain media advantage; however, they had different appearances in the media, advertising actions, etc.
Aware of this “disadvantage” , the Catalan lawyer launched one of those strategies that make so much noise that many people make it go viral, and it was none other than placing a 1,000 m2 advertising banner on a 13-story building, located just 150 meters from the Santiago Bernabéu itself .
Without a doubt, Joan Laporta's advertising has been much talked about, so mission accomplished...
But… How much did this strategy and/or campaign cost?
In addition to the logical costs of production and assembly, the building's residents first had to be convinced...
After a previous financial offer, Joan Laporta's advertising team managed to obtain the support of almost 70% of the owners of Paseo de la Habana in Madrid.
According to what I have been able to find out, the figure that Laporta has paid could exceed €50,000.
But let's get into the content of the canvas...
Measuring about 50m high by 20m indonesia telegram data wide, it bears the slogan “I want to see you again” , accompanied by an image of Laporta himself next to the silhouette of the Blaugrana shield and a “bitten” design in the shape of a heart.
If this campaign were carried out in the Diagonal, on Paseo de Gracia or in Portal del Ángel, the message would clearly be directed at the Barça fans. But on this occasion, being in Madrid, just 150 metres from the white stadium, Laporta has launched a “very direct” attack on the club’s main rival…
If you look closely, the move is a masterstroke. On the one hand, it reminds the Real Madrid fans that during his last term, the Barça hegemony was absolute; surely the 2-6 came to mind , the “sextet” , the Guardiola era … On the other hand, the fact that he has sent this message to the Real Madrid fans is what the Barça fans value most.
As I said, a move worthy of the best chess player…
So… What is more important, the content or the container?
It will depend on each case, what is very clear is that everything counts, but in situations like this, the container is much more important.
Advertising not only has to be clear, direct and with a message, we also have to consider where, when and through which channels we carry it out.
As an anecdote, Bertín Osborne's father lives on the 10th floor of the building that is the subject of this story...
As expected, memes have taken “musical minutes” to flood social networks. “Real time marketing” is this type of action, it is always a strategy to use, surely some brand has “taken advantage” of it, if you know of any case, let me know in the comments…
An action like this also requires “boldness” , that is, if we extrapolate this example to conventional brands or companies, few would dare to compete in this way with their competition.
In the United States, it is a different story ; brands are used to advertising disputes (even funny ones), which make them “feed back” to each other . It is true that in the United States, advertising law is much more permissive, since, for example, it allows you to use the name and brand of your competition in your own spots or advertisements.