ADVERTIZING WARS Zamorskiy Konstantine Fight for the

ADVERTIZING WARS Zamorskiy Konstantine

Fight for the buyer. Sometimes this expression ceases to be figurative, especially if business concerns direct competitors — such as, for example, Audi, BMW and Mercedes. For several years these companies continually arrange open confrontation in media space, periodically involving in process and other companies. Perhaps it everything and is incorrect, but the desire by all means to win against the rival sometimes leads to really remarkable finds of advertisers. We collected all information on passable "operations" and we suggest you to observe plot development. Eventually, it is simply

All began in 2003 when the Bavarian concern arranged attack to Mercedes-Benz. On one of posters the crossover of X 5 represents from itself a cheetah overtaking "zebra" of a M-class, and the second in a humiliating manner reports that Mercedes too is capable to bring pleasure from driving.

Besides, BMW grinned also on Jaguar. Judging by the published poster, "the big cat" was frightened outright and hastened to retire. In reality of the answer to scandalous tricks of Bavarians didn't follow neither from British, nor from Mercedes-Benz.

But on it in BMW didn't stop. Having waited for three years, marketing specialists of the company decided to attack ingolshtadtets again. The benefit, occasion I was: fresh "three" won a title of the World Car of Year while Audi got superiority in the same nomination, but the South African scale.

This time to patience of "four rings" the end came, and to the world the poster reporting about a triumphal series from six victories in a row in the well-known marathon "Le Mans" was issued.

On a wave of a sensation the representatives of Subaru who praised both German companies for victories in "beauty contests" and have emphasized just won title of developers of the best engine of year decided to rise.

Sword-play could proceed for a long time, if not magnificent, really model answer from Bentley. The comely gentleman who is silently showing quite eloquent gesture, became this quintessence of English humour. The conflict was finished, but. . . only for one year.

In 2007 Russia became "hot spot". All began with the advertizing Audi publication where it was spoken about emergence of the Russified system of navigation. Absolutely harmless, by the way, advertizing.

But, probably, it cut Bavarians to the quick: they explained absence of Russian-speaking "conductor" with the strengthened creation of the world-best engine. Communication between these two spheres is quite illusive, and, probably, for this reason in Audi told something it seems "everything, got, now all will receive. "

And in 2009 the militant parties passed to the most this near fight. In Los Angeles Audi openly I called Bavarians to account. The poster placed on one of buildings, said: your course, BMW!

Reaction followed instantly and witty: across the road there was M 3 image with a laconic text of Checkmate.

Probably, this course couldn't be compared on elegance by that made in Bentley therefore near big-bordom from BMW there was Audi R 8 accompanied by a text "Your pawn — not a couple to our king". Bavarians in reply applied heavy artillery: over a battlefield I soared a dirigible balloon with the race car of BMW represented on it, year earlier acting in "Formula One". Such trump couldn't be covered.

Nevertheless, in Munich on it didn't stop and decided to finish the opponent: opposite to headquarters of Audi there was a roadster of Z 4 and a text "Superiority through pleasure" — a hybrid of "Superiority of high technologies" from Audi and "Pleasures in movement" from BMW.

And in Hong Kong to the dealer of "four rings" in general arranged "dark": windows of representation were completely closed by new "five".

We don't doubt that advertizing wars on it didn't end, and ahead there will be more many similar campaigns. Fairly we are recognized that we will watch them with huge interest. Well and on snack we bring to your attention posters of the Avto. VAZ being, most likely, a fruit of activities of Internet humorists. But less amusing they from it, honestly, don't become.