Understanding who your competition is important, but knowing what they are doing to gain your potential customers is vital for every business. Keeping a pulse on your competition’s marketing helps to give your brand all kinds of advantages. Information that helps them to improve how they reach more customers will most likely help you as well. You can also use your competition’s shortcomings to your advantage in comparative advertising.
Here are 3 brands that took advantage of their competition using comparative advertising…
1. Quiznos – Targeted Mobile Ad Coupons
This campaign is a great example of how this toasted sandwich brand used location-based-mobile-ads to their advantage by sending coupons to the visitors of their biggest competition.
Those between the ages of 18-34, who had visited either Subway and/or Jimmy John’s in the last 30-days who were also within a 3-mile radius of a Quiznos would receive a coupon via their mobile devices. Location based advertising proved to be successful for Quiznos as they noted a 20% boost in coupon redemption within the campaign area compared to similar nationwide campaigns.
2. SodaStream – Save Bottles Campaign
For decades rivals Pepsi and Coca Cola have targeted each other in their marketing campaigns, both arguing that their product is the more favored cola. At the 2013 Super Bowl, SodaStream added themselves to the rivalry by releasing a campaign targeted at both Pepsi and Coca Cola’s customers. The ad was meant to play on the storyline of well known Pepsi vs Coke commercials from the past, leaving viewers to guess what the ad is promoting. It depicts two deliverymen, one in a Pepsi uniform and the other in a Coca Cola uniform racing to unload their orders into a grocery store. Both deliverymen are about to burst into the store when suddenly every last bottle carried by both men explodes. The narrator then states that, “With SodaStream we could have saved 500 million bottles on game day alone.”
SodaStream recognized that their target customer likely drinks either Pepsi or Coca Cola. By using these brands in their ad they were successfully able to grab the attention of these audiences and present their product. The ad was unfortunately banned from television, but gained huge publicity via the company’s YouTube channel.
3. Microsoft Bing – Don’t Get Scroogled By Google
For over a decade the population has been placing their trust into Google. Whether it’s search engine inquiries or the use of a free Gmail account, more and more users join the Google bandwagon each day. To try and win over some of these Google advocates Microsoft released television, print, and online advertisements with the word “Scroogled!” in the colors of Google’s famous logo. The campaign’s website features videos and information outing Google for scanning its user’s emails in order to target advertising alongside their emails. For example, if an email to a friend mentioned your recent separation, Google could use this information to target you with Divorce Lawyer ads. By outing this information to their competition’s users, Outlook was successfully able to draw new users who felt they could trust the Microsoft brand over Google.
Comparative advertising is far from being a new concept in the marketing world. However, with so many new ways to reach your customers (or even better, your competition’s customers) it is more important than ever to know what your rivals are doing. This gives new meaning to keeping your enemies close.