Mercy Academy Hopes Its Ads Will Attract New Students
Mesel Isaac — November 14, 2013 — Marketing
References: doeanderson & designtaxi
Mercy Academy, a small all girls Catholic college preparatory school in Kentucky, has released a fairy tale ad campaign that mocks tropes of the genre in an attempt to boost admissions.
These fairy tale ads have either an image of a princess, a prince charming or a glass slipper with lines like: 'don't wait for a prince,' 'life's not a fairytale' and 'you're not a princess' followed by the tagline, 'prepare for real life.'
It's certainly an interesting and timely marketing campaign considering Disney's slew of new fairy tale films coming out, like Maleficent. There is the possibility for controversy as the ads seem to suggest that young girls are unable to distinguish the difference between fantasy and reality, though it could just as easily be argued that they are in fact making fun of these tales. Indeed, it seems most are praising the message and it seems like this campaign is poised to have a happily ever after.
These fairy tale ads have either an image of a princess, a prince charming or a glass slipper with lines like: 'don't wait for a prince,' 'life's not a fairytale' and 'you're not a princess' followed by the tagline, 'prepare for real life.'
It's certainly an interesting and timely marketing campaign considering Disney's slew of new fairy tale films coming out, like Maleficent. There is the possibility for controversy as the ads seem to suggest that young girls are unable to distinguish the difference between fantasy and reality, though it could just as easily be argued that they are in fact making fun of these tales. Indeed, it seems most are praising the message and it seems like this campaign is poised to have a happily ever after.
Trend Themes
1. Fairy Tale Mockery - Disruptive innovation opportunity: Creating ads or marketing campaigns that subvert traditional narratives or stereotypes to engage with a modern audience.
2. Real Life Preparedness - Disruptive innovation opportunity: Developing educational programs or services that emphasize practical skills and real-world knowledge to better prepare students for life beyond academic institutions.
3. Controversial Marketing - Disruptive innovation opportunity: Finding creative ways to generate buzz and provoke discussions around social issues or sensitive topics to capture attention and differentiate from competitors.
Industry Implications
1. Education - Disruptive innovation opportunity: Implementing alternative teaching methods and curricula that challenge traditional educational approaches and better address the needs and interests of modern students.
2. Advertising - Disruptive innovation opportunity: Experimenting with unconventional ad campaigns that challenge conventional advertising norms and ignite conversations among target audiences.
3. Entertainment - Disruptive innovation opportunity: Creating content or media that offers a fresh perspective on established genres like fairy tales, resonating with audiences seeking new and original narratives.
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