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Autoglass threatens to unload more terrible advertising on the UK

Worrying news out today that Autoglass, the company with those intensely irritating radio ads, is to double its marketing budget to £30 million with the aim of, in the words of its marketing director, “reaching superbrand status”.

Anyone who listens to commercial radio for any length of time will have suffered that grinding Brummie accent going on and on about how he fixed someone’s windscreen and how pleased they were. It’s enough to make you chuck the radio out of the window.

To be fair Autoglass is doing some good things as well, moving into social media and launching an iPhone app and a mobile website which will make it easier for customers to get services and book appointments on the move.

As part of this initiative it’s setting up a branded community site where people will be able to rate and review the standard of the Autoglass technicians. Will they allow the punters to rate their advertising as well?
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No doubt their campaigns are very successful in a functional sense but the loss of public goodwill, as with other loathed ad campaigns such as GoCompare and the crass Gillette commercials with superstars Federer, Henry and, oops, Tiger Woods, will hopefully have a damaging effect further down the line.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.
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