No To Con-Ass Power – across the board, in lightning speed : Marketing & Advertising 101

the efforts executed by No To Con Ass supporters is an excellent case study for Marketing & Advertising 101.these are the key points:

• the most impressive was the lightning speed by which the various efforts were launched all within 24 to 48 hours of congress approving HR 1109. within that time frame - blogs, websites and facebook accounts were launched; a logo was created and distributed, small groups organized who did pockets of small protests around the city.
• a major rally was announced, organized and executed on june 10, less than a week after congress approved HR 1109 and the rally in makati was very well attended.
• a no to con ass, tv ad, "Hindi Ako Papayag" was written, produced and aired within 3 to 4 days of the congress approving con-ass. this ad had an excellent concept with a strong and memorable strategy visual. copy was sparse and very sharp. there was no mistaking what the message was and delivered in a very compelling way, the visuals as the main driver. we also noticed the production values of the ad, it was well made and well directed.
• within the same very short time frame various groups who attended the rally executed their own concepts of protest with many of them very creative, persuasive and to the point. it's amazing to see all sorts of unique groups expressing their protest on the issue in their own way.

from a marketing and advertising perspective, these are what happened:

• on the over-all excellent marketing strategy that covers all components of persuasion
• communication strategy was brilliant - sharp, insightful and highly creative
• succeeded in connecting with a very wide target audience through a long list of efforts that appeal to each audience segment
• succeeded in capturing participants from a very wide demographics and psychographics profile from the rich to the poor
• excellent use of various media (traditional and non-traditional) and events all executed within the same short time frame for optimum impact and visibility
• lightning speed and flawless execution

in this marketing and advertising effort the line between marketer/advertiser and target audience is almost invisible with both groups crossing the line in various degrees and efforts. but as in any mass media exposed marketing and advertising activity, the true audience will always be those at home or at the office watching the event unfold who are always large in number.

it is the marketer and adman's dream. it's secret in it's success? those who executed the marketing and advertising activities were highly committed to their cause and believed in it with a passion.

that by itself is another marketing and advertising lesson in Marketing & Advertising 101.

read more here: http://2010presidentiables.wordpress.com/2009/06/11/no-to-con-ass-power-across-the-board-in-lightning-speed/