The AS&S Enkelschreck Campaign Features a Senior With Serious Swagger
Regan Canie — October 5, 2011 — Marketing
References: enkelschreck.de & adverblog
Your grandma might be a tea-sipping, sweater-knitting sweetheart, but if she's anything like the AS&S Enkelschreck lyrical genius geriatric, then she's about to get kicked out of Friday evening's bridge club festivities.
In an effort to regain the pull radio advertising once had, the German AS&S Radio Sales & Services came up with a campaign that featured a rapping elderly women dubbed 'Enkelschreck' to produce a viral music video appropriately named 'Acid on Wheels.' The intent was to trigger a social media frenzy proving that radio advertising could still create a craze of this magnitude.
A case study was compiled to the measure the success of the campaign which turned out to be a hit and Enkelschreck, Germany's oldest female rapper, will live on in marketing history spitting sweet rhymes from her dynamically dentured mouth.
In an effort to regain the pull radio advertising once had, the German AS&S Radio Sales & Services came up with a campaign that featured a rapping elderly women dubbed 'Enkelschreck' to produce a viral music video appropriately named 'Acid on Wheels.' The intent was to trigger a social media frenzy proving that radio advertising could still create a craze of this magnitude.
A case study was compiled to the measure the success of the campaign which turned out to be a hit and Enkelschreck, Germany's oldest female rapper, will live on in marketing history spitting sweet rhymes from her dynamically dentured mouth.
Trend Themes
1. Elderly Advertising - The use of elderly individuals in advertising campaigns for viral marketing.
2. Radio Advertising Revival - Radio advertising making a comeback with the use of social media in viral marketing campaigns.
3. Geriatric Pop Culture - The incorporation of elderly individuals in pop culture, such as rap music.
Industry Implications
1. Advertising - Innovative opportunities in advertising campaigns using elderly individuals and social media for viral marketing.
2. Radio Broadcasting - Opportunities for radio broadcasters to revitalize advertising using social media and viral marketing campaigns.
3. Entertainment Industry - Incorporating elderly individuals in pop culture and music could create new genres and markets within the entertainment industry.
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