Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Marketing communication
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4. • A campaign that went wrong in 2014
• Malaysia Airlines was at the centre of 2 tragic lost airlines in 2014
• In this campaign the company asked the audience a question
“What and where would you like to tick off on your bucket list, and
explain why?”
• Failed to take the concept of bucket list into account
• It had a connection with death
• Later the links to competition were cancelled and people were asked
to describe destinations and activities on their “to-do” list instead.
6. • Biillboard erected in Bangalore (April 2016)
• With written words “WE INDIANS LOVE HELPING”
• Hoarding featured a stalled Kerala State Road Transport Corporation
bus being pushed by a group of people.
• Majority saw it as an insult
• Public started criticizing amazon.in through social media
• The company had to remove the hoarding
• Amazon.in apologised for the same.