Paddy Power Uses a Giant Underwear Blimp Ad to Promote its Brand
Kyle Towers — March 18, 2013 — Marketing
References: blog.paddypower & neatorama
This blimp ad of a pair of lucky green briefs seen floating across the sky was used to promote Paddy Power. The gambling company used the giant undies as a symbol of good luck to promote its brand.
Having lucky underwear is something that is mentioned now and again in pop culture and now this expression was sent into the sky in the form of a giant blimp. Its use was definitely a sight to see -- it's not every day one looks to the sky to catch a glimpse of green tighty-whiteys.
The blimp ad was used at the Cheltenham Festival, which is an annual horse race event in the UK. Hopefully these bold undies didn't distract the horses.
Having lucky underwear is something that is mentioned now and again in pop culture and now this expression was sent into the sky in the form of a giant blimp. Its use was definitely a sight to see -- it's not every day one looks to the sky to catch a glimpse of green tighty-whiteys.
The blimp ad was used at the Cheltenham Festival, which is an annual horse race event in the UK. Hopefully these bold undies didn't distract the horses.
Trend Themes
1. Giant Ads - Companies can create buzz and generate attention by using giant objects as advertisements.
2. Symbolic Marketing - Marketing campaigns that use symbolic objects can create an emotional connection between consumers and brands.
3. Unusual Promotions - Promotions that deviate from traditional advertising methods can attract attention and create brand awareness.
Industry Implications
1. Advertising - Using unusual and attention-grabbing methods like giant ad blimps can help advertising agencies differentiate themselves from competitors.
2. Sporting Events - Companies can target specific audiences and associate their brand with a particular event, like Paddy Power did with the Cheltenham Festival.
3. Gambling - In a highly competitive industry, unconventional promotions like Paddy Power's blimp can help differentiate a brand and drive customer acquisition.
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