Using the crowd camera of a football game in Australia, an ad by Kia called 'Pick of the Day' shamed a spectator and used it to advertise their new 'Kia Cerato'. Developed by ad agency Innocean Worldwide, the ad caught an unsuspecting spectator picking his nose and displayed the footage for the entire stadium to see.
After embarrassing the spectator, Kia showed a banner that said "He wouldn't feel so uncomfortable in the all new Cerato." While the shamed spectator received the crowd's adoration, Kia displayed another banner that said "So many features, there's never an uncomfortable moment."
The ad was very effective in raising awareness for the Cerato with the stunt gaining the attention of 30,000 football fans. Though the target of the campaign may now feel negatively about Kia, the ad managed to gain the attention of thousands of people.
Spectator-Shaming Car Ads
A Kia Ad Embarrases a Spectator to Promote the Kia 'Cerato'
Trend Themes
1. Audience-shaming - Opportunities for companies to use audience-shaming as a marketing tactic.
2. Crowd Camera Marketing - Incorporating live crowd camera feeds into advertising campaigns for increased engagement.
3. Humor in Advertising - The use of humor in advertising to capture audience attention and increase brand awareness.
Industry Implications
1. Automotive - Automotive companies could use audience-shaming in stadium events to promote new car models.
2. Sports - Live sports events can be an opportunity for audience-shaming marketing campaigns to gain traction.
3. Marketing and Advertising - Marketing and advertising companies can use creative and humorous ways to engage audiences in campaigns.