I’m all in favour of disruptive marketing and trying something new to get a client noticed. But this week I have seen one ad which came close to the line . . . and another which trampled right over it, turning the disruptive into the utterly disgusting.

Disruptive marketing is everywhere at the moment as companies try to grab as much publicity as they can. Whether it’s using social media influencers to front the latest trend or coming up with a campaign that breaks down barriers, the aim is to get people talking about it. Actually, the aim is to make money from it, but people have to talk or think about it first.

One recent disruptive success was online betting site PaddyPower’s advert featuring Rhodri Giggs, brother of Manchester United and Wales legend Ryan. The focus of the ad – which was banned by the Advertising Standards Authority for ‘glamorising gambling’ – starring Rhodri was about loyalty and also featured talented singer and budding Manchester actor Wayne Devlin.

In the 2019 ad, Rhodri says he had always ‘lived a loyal life’, including drinking at the same pub, going to the same gym and sticking with the same brand of tea bags – with plenty of digs at his famous brother along the way.

The ambassador for Paddy’s Reward Club concludes: “Loyalty gets you nowhere, live for rewards instead,” as he drives away in a Maserati.

It made me laugh at the time and still does. Its success – despite the ban – demonstrates that you can push boundaries and do things differently. No doubt the other Mr Giggs was less than impressed with the coverage, but Paddy Power came out if it not only showing that it had a sense of humour, but it gave huge publicity to its loyalty scheme.

Big brands have cottoned on to the power of disruption, especially on social media, with responses to posts going viral, especially if they break the mould, are a bit tongue-in-cheek and go against what people expect from a global brand.

There are countless examples of this and digital watch maker Casio showed how to do it this week when it replied to pop star Shakira’s dig at footballer ex-husband Gerrard Pique’s new partner. The singer, who was with the former Barcelona star for 11 years, penned the track I’m Out Of Your League to describe her feelings towards the pair, saying she was worth two 22-year-olds (Shakira was 44 and new girlfriend was 22 at the time) and that he had ‘traded a Rolex for a Casio’.

I was always told not to air dirty linen in public and it seems that Casio wasn’t too impressed with the snipe either. The company – whose waterproof G-shock and subsequent calculator watches are lasting memories from my childhood – leapt to defend itself . . . and took the opportunity to grab international headlines. Its marketing team tweeted: “Shakira, we may not be Rolex, but our customers are loyal to us. In defense of Casio watches, our battery lasts longer than Pique and Shakira’s relationship.”

Ouch! I’m not convinced I’d ever advise a client to be that personal in a put-down, but it’s grabbed Casio plenty of attention – with Pique's retort claiming the brand will sponsor his seven-a-side football league in Spain. Drop the mic.

But . . . and there is a very big but coming. Being disruptive and doing something unexpected doesn’t mean there is a blank canvas waiting to receive whatever is thrown at it.

I was appalled to see life insurance firm DeadHappy’s advert featuring serial killer doctor Harold Shipman. The company has pushed boundaries in the past – even its name is a bit risqué – but it has crossed the line with this one. Under the heading ‘Life Insurance' is the phrase 'Because you never know who your doctor will be’ and a picture of the Hyde GP who was convicted of murdering 15 patients and is suspected of killing 250 more. Even more sickening is that Shipman, who was dubbed Doctor Death, was caught when a forged will from one of his victims named him the sole beneficiary – including any life insurance payout.

Unsurprisingly, among those to slam the ad were relatives of Shipman’s victims, who described it as ‘despicable and unacceptable’. Insurance brokers branded it ‘absolutely disgusting’ with some reporting the company to the Financial Conduct Authority and the Advertising Standards Authority.

Who in their right mind would ever have thought this was a good idea? Even after a brain-storming session involving copious amounts of alcohol, surely no one thought this would be well received. I can't imagine a travel insurance company putting out an advertising campaign featuring Russian President Vladimir Putin to help promote protection for travellers’ holiday bookings.

Yes, it has grabbed attention, but it is more likely that people will view DeadHappy with disgust and contempt and remember it as one to avoid.

DeadHappy founder Andy Knott reportedly accepted the advert was 'provocative' but said the aim was to raise awareness of the need for life insurance, adding: "If, however, you have been personally distressed by this advert we do sincerely apologise."

That’s right, shift the blame. WE’VE done it and we’re sorry if YOU are not happy.

That’s not the same as apologising for the advert, which has now been removed.

Far from being a disruptive success, this could blow up in the company’s face and see people voting with their feet.

When it comes to life insurance, I know I won’t be DeadHappy.

#pr #marketing #disruptivemarketing #socialmedia