Clever advertising move
Posted: Wed Feb 05, 2025 4:54 am
The alleged racist story that Oprah Winfrey launched in the States with a media coup led to a media hype. The media soap opera had the best prerequisites for a silly season story: it was about a prominent black TV presenter (personification) and feelings (emotions), but also about an unpretentious story that sells well and is saudi arabia rcs data read with pleasure (commercialization). But above all, it is about something extraordinary: someone wants to buy a 35,000-franc bag and is allegedly poorly served. In addition, some readers found such a price decadent.
I was sure that such a tabloid story, which was blown up so quickly, would quickly collapse again. I did not see any damage to Switzerland's image. And that was the case. Oprah Winfrey made herself unbelievable within a day. She had already told a similar racist story in Paris and earlier in New York. Also because, as an animal rights activist, she wanted to buy a bag for which three crocodiles had to die. After the saleswoman's rebuttal, the credibility of the famous TV woman was finally gone. It also became known that Winfrey had met boutique owner Trudie Götz at Tina Turner's wedding and had not mentioned anything there, but only told the story in the USA.
Vögele-Shoes acted very quickly. Together with the advertisers from the Jung von Matt/Limmat agency, Vögele took advantage of this soap opera about an unusual bag and immediately placed a full-page ad in the SonntagsBlick: In my view, this was a clever advertising move. This ad not only attracts attention, it also draws attention to an additional division of the core business of shoes: Vögele bags. The ad is also spiced up with healthy humor ("all bags under 35,000 francs"). The hook makes readers smile. One can only congratulate the company on this advertising move. I am convinced that this poster will pay off for Vögele, both commercially and in terms of its image.
I was sure that such a tabloid story, which was blown up so quickly, would quickly collapse again. I did not see any damage to Switzerland's image. And that was the case. Oprah Winfrey made herself unbelievable within a day. She had already told a similar racist story in Paris and earlier in New York. Also because, as an animal rights activist, she wanted to buy a bag for which three crocodiles had to die. After the saleswoman's rebuttal, the credibility of the famous TV woman was finally gone. It also became known that Winfrey had met boutique owner Trudie Götz at Tina Turner's wedding and had not mentioned anything there, but only told the story in the USA.
Vögele-Shoes acted very quickly. Together with the advertisers from the Jung von Matt/Limmat agency, Vögele took advantage of this soap opera about an unusual bag and immediately placed a full-page ad in the SonntagsBlick: In my view, this was a clever advertising move. This ad not only attracts attention, it also draws attention to an additional division of the core business of shoes: Vögele bags. The ad is also spiced up with healthy humor ("all bags under 35,000 francs"). The hook makes readers smile. One can only congratulate the company on this advertising move. I am convinced that this poster will pay off for Vögele, both commercially and in terms of its image.