I was asked again about the power of controversy in marketing in general and the “flick off” campaign in particular.
The “flick off” slogan rates high on the branding meter because it:
a. zeros in on the target market - teens and 20-somethings
b. is memorable and has a secret meaning to the target audience
c. is controversial, especially to the non-target group
To evaluate this slogan one must consider the target group. Consider the demographics. Anyone who lived through the depression and WW2 already knows about conserving resources. The boomers learned to be more socially and environmentally conscious. The teens and 20-somethings are mostly spoiled and cynical. The only way to get them to flick off the lights is to make it cool.
This slogan and the endorsement from Richard Branson do just that.
The reaction from the political opposition is predictable. The objections from the non-target group is meaningless. Imagine if this campaign can get teens to do something that their parents have (or should have) been yelling at them for years to do – “Turn off the flicking lights!”
Best-selling author of Secrets of Power Marketing