Postcard from NZ: The greatest campaign ever

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TRUMP-ONE-SHOW.jpgLike most of the world, New Zealand freelance creative Phil Parsonage [pictured below] watched last night’s result with his mouth open. It dawned on him that this was one of the most incredible marketing campaigns we have ever witnessed, and he typed up a tongue-in-cheek review of the ‘learnings’ for advertisers.

We’ve just witnessed the most astonishing marketing result in the free world.  With a blend of conventional and controversial techniques, The Trump has become the number one brand in his category in only 18 months. Here’s five things we’ve learned:

Be on TV

Donald wasn’t just made for TV, TV help make him. High frequency, prime time slots – 14 series and counting – made this boardroom bully more famous than the Briscoes Lady. “Hillary, you’re fired.”

Packaging Maketh the Product

Now this man isn’t everyone’s cup of tea, but the red cap, yellow fur and orange outer sure did catch the eye. Exactly what’s inside that package nobody quiet knows, but hey they’re going to give it a try.

The Moron Market

Modern marketing is sophisticated and insightful, programatic and hyper-personalised. But let’s not forget that under-educated, backwater, bigoted, bubble-living illiterates are consumers too.

Sloguns

Don’t limit yourself to a single hashtagline, keep firing them out. “Make America Great Again”, I’m lovin’ it. This grand unifying idea was then substantiated by other blazing bullets like “Build That Wall”, “Drain The Swamp”, “Lock Her Up” and “Grab Them By The P#%*&”.

PHIL-PARSONAGE-new.jpgLateral Product Extension

Before today Donald Trump was just a narcissistic, greedy, chauvinistic property tycoon. Now he’s President. So don’t limit yourself to a single shelf. If you’re peanut butter, you can be caviar too.