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Sex Marketing
Sex sells?! The main purpose of sex-appeal ads is to stimulate, arouse, and gather attention.
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Afinal o SEXO vende? | Sexo no Marketing

Afinal o SEXO vende? | Sexo no Marketing | Sex Marketing | Scoop.it

Nas últimas três décadas de publicidade verificamos a existência de um denominador comum: SEXO, SEXO e mais SEXO. O uso do sexo na publicidade não é recente, no entanto, ao longo do tempo tem vindo a assumir abordagens cada vez mais ousadas. Uma liberdade criativa que não é limitada às marcas, por exemplo, de preservativos ou lingerie que seriam, à partida, as proprietárias óbvias deste tipo de estratégia.

Aqui nesta rúbrica da revista Marketeer para além de vos apresentar casos de sex advertising, pretendo também responder ao velho cliché “será que o sexo vende?”. É importante não só entender o posicionamento de caracter sexual das diferentes marcas como também os resultados comerciais que daí advém.

O primeiro caso que vos quero apresentar é do sector automóvel, mais propriamente da marca FIAT.

No evento Los Angeles Auto Show, que decorreu entre 30 de Novembro a 9 de Dezembro de 2012, Olivier Francois, director de marketing da Chrysler e CEO da Fiat, defendeu que o extraordinário resultado nas vendas do Fiat 500 Abarth em 2012, deveu-se não só às características do produto Italiano, como também ao anúncio que tinha sido apresentado naquele mesmo evento um ano antes. Anúncio no qual uma deslumbrante modelo italiana – Catrinel Menghia – provoca um indivíduo que passa na rua. Enquanto este protagonista é seduzido contra um pilar, os consumidores corriam para os stands de vendas para cobiçar o carro anunciado. Apesar dos representantes da marca terem demonstrado inicialmente algum receio que o anúncio fosse demasiado sexy para a televisão americana, o vídeo tornou-se viral e em apenas alguns dias 11 000 000 de pessoas viram o anúncio no Youtube e 111 milhões no Super Bowl.

Paula Maria Tinoco Trindade's insight:

Mais informação em: www.sexonomarketing.com

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Fiat Plays Up Sex Appeal as it Brings Brand's First EV to California - brandchannel.com

Fiat Plays Up Sex Appeal as it Brings Brand's First EV to California - brandchannel.com | Sex Marketing | Scoop.it

As every brand marketer knows, sex sells. And, if you're Fiat, you're suddenly aware that orange does, too.

The Italian brand has been mounting an uphill battle for mainstream awareness, brand recognition and sales in the United States since its little cars returned to American shores a couple of years ago under the aegis of Fiat's ownership of Chrysler and the keen sense of CEO Sergio Marchionne that the timing might be right for Fiat's reappearance in the US market.

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Fiat ad banned for over sexualisation and portraying unsafe driving ...

Fiat ad banned for over sexualisation and portraying unsafe driving ... | Sex Marketing | Scoop.it

A TV ad for the Fiat 500 has been banned for depicting unsafe driving and being overly sexualised.

The ad features a feisty Italian woman who transforms into a car in the imagination of a man. It ends with the car speeding off.

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The most successful sexy ads

The most successful sexy ads | Sex Marketing | Scoop.it

Visible Measures have figured out the most popular sexy ads according to true reach figures.

Actress Megan Fox is advertising’s sexiest celebrity according to new statistics released by video advertising and analytics experts Visible Measures. Megan’s role in the Armani campaign ‘Hotel Service’, in which she changes from underwear into a pair of jeans, has brought in over 18 million views worldwide. Fox trumps the likes of fellow celebrities Beyoncé for H&M (12.7million views), Jessica-Jane Clement for Lynx (12.7million views), David Beckham for H&M (12.4million views) and Lara Stone for Calvin Klein (10.9million views). The top 10 chart for the sexiest ever ads is somewhat inevitably littered with Victoria’s Secret models, but perhaps surprisingly a car ad also makes the top ten. Fiat’s ‘Seduction’ is also the advert featured in the top 10 in which the actors keep the most clothes on. H&M is hailed the sexiest high street brand, with campaigns featuring both David Beckham and Beyoncé racking up 25 million collective views. As a surprise, the sexiest most-watched ad ever comes from Fortnight Lingerie, a Canadian lingerie company. Their winning campaign, Super Sexy CPR, with a True Reach of 18.6 million views, features two models demonstrates proper CPR techniques. The top ten sexiest ads-ever crowns women the sexier gender. The line up consists of one advert with a man semi-naked (Beckham), eight films featuring scantily dressed women and only one campaigning which both genders feature.

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Fiat 500e Goes "Sex Sells" Route For Commercial − - EV Obsession

Fiat 500e Goes "Sex Sells" Route For Commercial − - EV Obsession | Sex Marketing | Scoop.it

The Fiat 500e is supposed to be delivered to its customers in California (it’s only market at  the moment) sometime this summer. The cute and cool electric car is already sold out, fortunately  or unfortunately, depending on how you look at it. Was the sexy marketing of the  car part of the reason for that? I’m not sure (it’s also a very good electric  car and has a great price), but the “sex sells” route is certainly the route the  company took, as the commercials and website screenshot below make clear.

Paula Maria Tinoco Trindade's insight:

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Fiat ad banned for being too excellent... sorry, 'sexual' - The Daily Telegraph

Fiat ad banned for being too excellent... sorry, 'sexual' - The Daily Telegraph | Sex Marketing | Scoop.it
MuMbrella
Fiat ad banned for being too excellent... sorry, 'sexual'
The Daily Telegraph
Mumbrella reports the Advertising Standards Board has declared the ad too sexual. As opposed to, say, every ice cream commercial ever made.
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