Advertisers continuously seek fresh ways to capture consumer attention in today’s cluttered media landscape.
With competition fierce and messages vying for limited brain space, brands understand the need for creativity, relevance and unexpected perspectives.
One company that took an unconventional approach in their Valentine’s Day marketing was Exide Batteries Zimbabwe.
Typically brands promote flowers, chocolates or jewelry for the romantic holiday.
However, Exide got tongues wagging with their unconventional message that pushed batteries as a Valentine’s gift.
The advert flier’s headline cheekily read “Gara Wamutengera Valentine’s present yeExide Battery, hauzozive kuti anomujamba ndiyani” which translates to “Buy your loved one an Exide Battery for Valentine’s because you never know the person who might jump start his/her car”.
This novel approach aimed to highlight Exide’s quality car batteries and play on notions of chance encounters and relationships sparking.
Not only did the cheeky double entendres grab attention, it started lively conversations online and in social circles.
Many saw the humor in the advert’s reinforcement of car batteries’ practical purpose, while others were amused by the linked suggestion of emotional jumps starts.
It sparked debate if batteries truly qualified as Valentine’s gifts or if anyone would be too happy to get a battery as a Valentine’s gift.
