When is Shockvertising too much Shock ...

MoFo = Moving Forward ... apparently

At what point does it change from being - as the Collins dictionary put it - a taboo word, to being a highly targeted marketing ploy.

I was recently shown a new piece of marketing by a colleague and a few questions were asked among our circle of friends ...

Is this appropriate?
Are we just old?

Are we getting desensitised?

So I did a little research, and based on my own findings, this specific phrase - Manifest like a mofo - has been used in business marketing for almost a decade, and shock marketing has been a tactic for as long as marketing has been around. There's even a name for it - Shockvertising.

So does it work? Well, before you all go out and start changing your adverts, let's look at a few pros and cons. 

While this is obviously a very powerful message, the idea of putting cockroaches in the same image as a baby doesn't really make you want to go out and buy the product.

And while I might like a twist of lemon in my cola drink, I'm starting to have second thoughts about it after seeing this Pepsi advert.

But on the other hand, when shockvertising works well, it can be extremely effective. Usually, the most effective shock campaigns are when rights, health and safety awareness promotions use them to make the public stop and pay attention to the very strong message.

Before you get all inspired and start your own shock campaign, take a step back and ask yourself these questions.

What are my goals?If the reason you want to use a shock campaign is so your advert will go viral, then think again. Not all shock campaigns will go viral, and not all viral campaigns are good for the brand. But, if you want to elicit a strong emotional response or inspire action, then you're on the right track.

Have I done my research?Has it been done before? What other shockvertising has been used already by your competitors? What were the reactions? How did the audience feel? Did it improve sales or awareness or did it simply create negative publicity?

What are the potential consequences?Shockvertising will offend someone. That's why it gets noticed. But will it offend so much that you will end up having to publically apologise? Take time to thoroughly assess your campaign’s potential misrepresentations and decide if it is too disturbing or offensive, or if your audience will be receptive.

Deciding what’s right for you in this high-risk, high-reward marketing dilemma isn’t easy, so take the time to consider the questions raised and do your best to do the right thing for your brand!

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AndyK

Artist, Designer, Marketing