ABC warns supermarket chain against guerilla campaign
ABC responds after its South Australian headquarters is used as a backdrop to a projection plugging shopping specials.
- Published by David Knox
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- Filed under News
It’s lucky it wasn’t an ad for Recipe to Riches.
Supermarket giant Woolworths has drawn headlines for a guerilla marketing campaign which saw ABC’s South Australian headquarters used as a backdrop to a projection plugging its shopping products.
The side of ABC’s Collinsood building was one of several buildings which hosted Woolies ads, without their knowledge.
“Woolworths has engaged in a short-term guerilla advertising campaign to highlight our Show Stopper Specials,” a Woolworths spokesman told News Corp.
“Owners and tenants of buildings on which the projections were displayed would not have been aware that they were going to be used.”
Because……?
ABC radio host Michael Smyth tweeted that action was underway.
Woolworths has been sent a letter from the ABC’s lawyers after using the wall of our #Adelaide HQ in a guerilla marketing campaign #891Drive
— Michael Smyth (@MichaelSmyth_) September 3, 2014
Local council the City of Prospect is also concerned by the ad move, given the size of the projection.
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2 Responses
It’s my-ABC building. Send Woolworths a bill for the use of it. Other companies and councils do.
Interesting to know what they warned them about.
Who does own the photons bounced of the side of building?