Who Gives A Crap About Bono?
October 15, 2007
Bono’s Red program is still picking up partners despite a mess of stories about its weak marketing campaign and shady numbers. See here and here. That’s why we were surprised to see AdWeek’s story about Hallmark jumping into the fray. Attaching your name to Bono’s isn’t a bad thing (the Boomers love the guy), but there are a million celeb fronted humanitarian projects out there. Or better, yet… why not pull a Dove and start your very own branded effort?
But also, Hallmark’s Product (Red) effort is targeting female millennials between the ages of 18 and 29. “While introducing the company’s cards to a younger demographic, the (Product) Red effort also is meant to tap into their natural affinity for causes and social-good marketing.” Forget about television, think internet mainly. Check out the 60-second video by Leo Burnett above, which will hit the usual social networking outlets.
Okay… we dig the red streams, but we’re actually in this target demo and well, the grandmom? The kid? The song? Bono? Nothing in this spot is touching us at all. Nada. The end shots of African children, sure, makes us feel a tug at the heart strings, but that doesn’t mean we are going to spend cash at Hallmark. We’re guessing that Burnett thought way to much about Hallmark’s established brand rather than the target audience when creating this spot. We’ll keep donating our dollars directly to the agencies we like best thankyouverymuch.
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October 15, 2007 at 9:20 pm
I disagree. I think its a nice spot.
October 16, 2007 at 8:35 am
What shady numbers? It appears that the only shady numbers found in the links you posted are from Ad Age. It’s one thing to criticize the spot, which definitely did not leverage the potential to be found in the cause. But what reads as an attack on an effort which has had significant impact–as shown by the linked articles themselves– seems mean spirited and incorrect.
It’s great that you contirbute directly to agencies and charities, but it’s naive to assume that most do. If someone buys a Red product because it makes them feel like they are doing something or because they like Bono, or they have no idea there is any relationship whatsoever, great. If the companies spend twice as much on marketing as the charity gains, great it’s still a plus for the charity.
Many large scale charity events, efforts and programs cost more than they raise, it does not invalidate the effort or nullify the end results. Let’s also realize that Bono has raised awareness to the plight of Africa more than perhaps any other celebrity or public figure. As far as “the boomers love the guy”, well I’m a boomer, I don’t have any U2 records and have never been a fan, but my kids 13, 15 and 18 all love the guy and the music and guess why, precisely because he is such an advocate just as they buy their clothes from American Apparel because of that companies labor practices.
I suppose you could “pull a Dove”, but I have to say I haven’t heard of any effort by Dove.
So, don’t like the spot, fair enough, but the rant and aspersions sound pretty personal.
October 17, 2007 at 8:31 pm
Dove has the Dove Self Esteem fund in answer to your question about “pulling a Dove.”
October 17, 2007 at 8:37 pm
For more info on cost versus return numbers as well as the whether this structure really benefits those as much as it could, see here:
http://www.buylesscrap.org/
http://adage.com/opinion?article_id=115287
http://www.cultureby.com/trilogy/2007/03/the_red_campaig.html
Many like the Red campaign. We just don’t.
October 19, 2007 at 9:00 pm
I love seeing corp america acknowledging that people care. The beauty of (RED), at least with the products I’ve seen, is they aren’t charging a premium… they are the same price as like products so consumers can vote and the corporation pays. I’m not sure about the hangup “superspy” has but the answer “many like the RED campaign. WE just don’t” what’s the “we”? Sounds like an anti-group with an agenda. Go sit in your mom’s basement with your negativity Superspy and let the rest of us recognize the power of caring. I’m not exactly a card-sending person… but Hallmark would be my choice.