AdRance (or AdWraps)
A twit (which I read via facebook) by Gianluca remembered me of an ancient and deep philosophical question about the nature and meaning of wrapped oranges. The distributed conversation has gone so far like this (begging other participants’ pardon for the poor translation):
gluca: I’ll never understand why some oranges are paper wrapped and some others not.
dottorgioia @gluca it is based on a deep and thorough marketing research
Marco (that is me): This question got me passionated since my early years
right now I’m experiencing a sort of dummy epiphany; wrapping all the oranges would be too much expensive, however by wrapping only a few you are able to reach a satisfying “brand visibility” (there should be a paper wrapped orange per “buy” on average).
image by only alice on flickr
The converstaion has been followed by some insights by Gianluca on a bleeding edge marketing technique, which I’d name AdRance, or AdWraps (NOTE - for the imaginary native english readers - “arance” it’s the Italian translation of “oranges”). From “Arancia misterious marketing“:
Yes, paper wrapped oranges will be without any doubt the new frontier of ambient and co-marketing: they have a great reach (who doesn’t eat oranges?), a good GRP (no way you can eat the orange without taking a look at the ad - and it is known that the wrapped ones are the first to get eaten, as if it would be unconsciously possible to find a hidden surprise), ridicolous CPM, vareity of sensorial experiences by changing paper features or colors, opportunity for prize games (e.g “if the number of seeds is equal to the one on the paper wrap, send the proof of purchase et cetera…), in brief, it’s all there.
Don’t say you haven’t been warned.
Now only a slick and simple web front-end to let advertisers bid for placement on the basis of orange type, fruit shop/market location, paper features, and plan their own prize games, remains to be developed to accomplish world domination by means of AdRance (or AdWraps).
