January 2023
Intermediate to advanced
248 pages
3h 45m
English
Content preview from Lateral Thinking for Every Day
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Lateral marketing – Topical mischief
On 19 October 2016 Brad Pitt and Angelina Jolie announced their split. It was big news all around the world. Seventy-two hours later, on 22 October, Norwegian Airlines announced a new campaign for inexpensive flights from London to LA with the message
Actor. LA. Newly single. Seeks like-minded partner with GSOH.
They then released a print ad with the three-word headline ‘Brad is single’, next to the cost of a flight to LA. This cheeky campaign went viral and generated enormous coverage from all quarters. In an article in Campaign magazine, the VP of Marketing at Norwegian Air said, ‘Real-time marketing presented us with an opportunity to quickly demonstrate our brand personality so we developed a playful ...
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