La nueva campaña de Volkswagen quiere comparar a los autos eléctricos con el internet viejito.

»De acuerdo con la campaña de la automotriz, ambos conceptos parecían extraños y fuera de lugar a sus inicios, pero ya son una parte normal de la vida diaria» 

 

  • La campaña utiliza modelos de Nissan, Chevy y Hyundai a lo largo de su material promocional.
  • Según cifras reportadas por la CNBC, para 2030 se deberían tener en circulación unos 125 millones de vehículos eléctricos.
  • En todo el mundo, las regiones que más automóviles de este estilo poseen son China, Europa y Estados Unidos.

No todas las personas han recibido con las manos abiertas a los autos eléctricos. Algunos incidentes desagradables han provocado una buena cantidad de dudas entre la población general. Por otro lado, tanto reguladores como compañías han trabajado arduamente para integrarlos de una forma segura y conveniente a la vida diaria. Sin embargo, Volkswagen cree que estos esfuerzos no son suficientes. Así que decidió sacar una campaña de difusión.

Mediante el grupo Elecrtrify America, la automotriz presentó una iniciativa para convencer a los usuarios que los coches eléctricos ya son cosa del presente. Para la campaña Normal Now, lanzó un sitio web donde compara los primeros días del internet con estos vehículos. Apunta que, aunque las páginas eran muy raras al principio, hoy son cosa de todos los días. En otros dos videos, también dibuja paralelos similares con las citas en línea y el correo electrónico.

El arte de la comparación en una campaña

Varias compañías han utilizado comparaciones extravagantes para promocionar sus productos y servicios. En mayo, Google trolleó a Apple, presumiendo la mayor calidad de las cámaras de sus dispositivos. La compañía de Tim Cook también se ha calificado mejor que sus rivales en otras ocasiones, en particular con temas de privacidad. Entre las compañías que han utilizado la publicidad comparativa también se cuenta a Coca-Cola, Nike, Samsung y McDonald’s.

A pesar de su claro atractivo, este enfoque es arriesgado. Según la AANA, según la regulación local y el tipo de declaraciones que se hagan, las marcas pueden exponerse a un conflicto legal por falsas representaciones o datos incorrectos. Precedentes como Bud Light vs Coors Light muestran los extremos de qué tan lejos puede llegar este tipo de campaña. Por otro lado,  The Balance Careers apunta que es una excelente estrategia para sacar ventaja a los rivales.

Por ello resulta interesante la campaña de Normal Now. En lugar de crear paralelos con un rival o un evento presente, se mide con el pasado. No solo es un enfoque mucho menos riesgoso, porque hay menos posibilidades de ofender al público o generar reacciones negativas. De hecho elimina el riesgo de una acción legal por completo, al eliminar del panorama a cualquier otra marca. En ese sentido, es una activación que vale la pena observar desde otras industrias.

 

La adaptación del tecnológica, logra estar presente día a día pues las facilidades que se nos brindada logra  hacer que sea más ameno nuestro, día como ahora se esta empleando con este nuevo tipo de autos eléctricos, como lo menciona la primera frase » Parecían extraños pero hoy ya forman parte de la vida Diaria». 

Fuente: Merca2.0

 

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