It is well known that social media has opened the communication between consumers and companies, and this has made them emerge fields like online reputation management, as a new reviews techniques, but there are still companies that simply do not listen to the public, affecting their sales and even worse, their image.
This is the horrible case of ‘Badda Book. Badda Boom’ from Choice Hotels.
To do a great marketing campaign you can use many techniques for the public to remember your brand, being funny is a good and very used one, but being obnoxious and annoying, can be too, but beware! this is a very dangerous path, it is like the fine line between of love and hatred.
Just to listen to this slogan “Badda Book Badda Boom” has made thousands of people change this channels or turn down the volume just to not listen to this stupid phrase that apart from being disowned, makes to no one remember the name of the hotel, (even I had to check what hotel it was) diverting the attention of the most important point of the entire campaign, the brand.
There are hundreds of websites where people complain, express their frustration to see (and hear) this commercial, calling it stupid, hateful, not funny, annoying, dummy, etc.
This is what motivates me to write this article, just is a simple question that I ask myself when I see it and when I read multiple complains …
Does not this company listen? Are Choice Hotels deaf?
I read this great companies, MPG (Agency), McCann Erickson New York (Creative Agency), Havas Media (Media Agency) are the responsable for this “funny” (they way it was listed) commercial, but…
These important companies do not see that there are more than 398,000 results in Google (Aug 2018) calling this commercial “stupid”? (see pict)
Part of the marketing process is the test, the trial, error, improve and relaunch but these commercials have more than a year hitting our televisions on Sundays in the morning reminding us … bada book …. what? means? Do you want to be funny? bad idea, ok this happen to anyone, but worse, a bad case of media deafness.
Just try to search Google and a lot of the search choices are criticizing your commercial, I think people have already shown enough “love” to this campaign, there are always chances to change, but please do it quickly before it becomes a classic of annoying commercials ever and yet nobody remembers your brand.
Do you agree? write your comments below…
Commercial spot information
https://www.ispot.tv/ad/AvZh/choice-hotels-badda-book-badda-boom
