Coles calls in One Direction
Supermarket giant Coles has called in UK boy band One Direction for a new campaign.
The campaign includes print, online and social media with a competition giving away more than 10,000 concert tickets.
So far the campaign has included a website, which includes a video of the band in front of a Coles backdrop announcing they’ll be playing an exclusive extra show that punters cannot buy tickets for, but have to win in a competition.
Brilliant.
Wonder what Woolies will hit back with – the Back Street Boys?
Would love to have been a fly on the wall at the major radio stations found out about this….The 1D fans have a huge impact on web traffic for radio stations. If you run a 1D comp you are guaranteed a huge spike in web traffic. There will be lots of head scratching to find ways to try and top this little comp. Let’s hope Coles have their back end in good shape!
I reckon Woolies are still trying to lock down Dr. Hook.
Poor execution online – list of 1D products is a 7 page file with a list of SKUs?!
@Super – Justin Bieber?
As the main grocery buyer in my household I cannot stand 1D and question how this is reaching grocery buyers… Perhaps targeted at future grocery buyers, building their brand for the future?
FFS! I understand that the management are all from the UK, but can they not promote anything Australian?!
This is the worst thing I have ever seen.
Seems like a good integrated campaign and the pester power can’t be a bad thing.
BUT in an economic climate where people are focused on the cost of living so much – I hope all the Coles shoppers realise they are paying dearly at the checkouts for all these celebrity endorsements.
Usually so brand-loyal to Woolies but their advertising has worked to the degree of one chocolate bar. Thank you Coles, really, I cried.
how will they even try to beat 1D their the most pop boyband on the planet
Well, what can I say? After having just spent a whole hour walking around Coles doing the weekly shopping, I’ve arrived home feeling totally pissed off. My ears are ringing with that stupid goddamn ‘baby you’re so beautiful’ song unceremoniously thrust upon me (with the volume set on high, I might add) relentlessly. Coles, what on earth are you thinking? Musical taste is a subjective thing, and 1D is aimed at tweenies, not grown ups who do the grocery shopping. For the record, I cut the shopping short, because I simply had to get out of there for my own sanity, and rest assured that until this ridiculous marketing campaign goes away, I’ll be heading elsewhere. You have no idea how close I came to abandoning my trolley in the middle of the aisle. Bad move, Coles. Bad, bad move.