How PR strategy with Ideas, marketing, creativity and influencers can over power Celebrities and direct orthodox methods to be more impactful.

1. Negative Marketing and PR
strategy
How PR strategy with Ideas, marketing, creativity and influencers can
over power Celebrities and direct orthodox methods to be more
impactful.

2. Currently Fair-play is facing trust, loyalty and
customer collapse due to sudden change to
FP-book without intimation.
• Such issues has happened with major MNC
brands such as Volkswagen, Apple, KFC etc.

3. Negative Marketing Campaigns Have Proven To Be
Effective When Communicating The Positive Attributes
Of A Product While Downplaying The Competition.
Campaigns surrounding social issues, such as Nike’s, sometimes create negative responses but sincerely seek positive change.
Political campaigns, however, are the most powerful when the negative qualities of the candidates are examined and brought to
light.
Apple was able to reinforce its position with its customers, and connect with new consumers ready to move past the limitations of
the P.C. They presented all the negative reasons why the P.C. operating system should be abandoned which made it easier to adopt
the Mac.
Volkswagen chose to use DDB, a young agency ready to break from traditional techniques in advertising. Their decision to use a
controversial approach proved successful with the public and remained a standard for Volkswagen and DDB for many years.
Asking consumers to step out of their comfort zone created conversation, as well as interest in the product.
The success of a marketing campaign can be measured in sales, as well at its shelf life. Apple’s campaign ran four years and
produced sales increases greater than 11% every year following 2006. Apple stock price has risen over 130% since the Mac vs.
P.C. spots first aired. Within 12 years Volkswagen sold more than 14 million vehicles, and extended their campaign with DDB
until 1995.
Negative marketing campaigns require organizations to have the courage to break from the norm. They are not designed to
work with every brand, form of media, or advertisement. But when crafted carefully, negative marketing campaigns can, and have,
delivered positive results.

4. How apple basically downgraded P.C
to prove Mac is better : P.C vs Mac
• In the early 80s, Apple Inc. were a pretty successful company. They went public and developed a few interesting
computers, but they were still behind IBM, which dominated the market. Getting ready for the debut of the first mass-
produced PC with a graphic user interface, Macintosh, Apple knew they had to end IBM’s domination.
• The company decided to show this technological monopoly as a dystopian world, full of minions following and
listening to the big screen. The Chiat/Day Agency hired director Ridley Scott, who was already known for his two
science fiction films – Alien and Blade Runner (that eventually became classics). They drew inspiration from George
Orwell’s dystopian novel 1984 in which enslaved people are controlled by Big Brother and his thought police. The
similarities were obvious.
• In the commercial itself, this order is disrupted by the nameless heroine, carrying a sledgehammer and running from the
officers towards the big screen with Big Brother-like figure on it. Eventually, she throws a hammer towards it,
destroying the screen, while people freeze in astonishment. The voiceover says: “On January 24th, Apple Computer
will introduce Macintosh. And you'll see why 1984 won't be like '1984”. Black screen with the Apple logo. The end.
The rest is history.
• Apple did everything perfectly. They created the amazing ad directed by one of the greatest talents in cinema. They
bought a slot during Super Bowl, the most-watched television program in the US. However there’s one thing they
didn’t do – they didn’t show the product, which was almost revolutionary then. But it only raised the curiosity around
the new Apple product, which debuted two days after airing becoming a huge success.

5. • Prove customer why it is better?
1. Instant transactions.
2. One to One services.
3. We will be providing crypto brownie coins.
4. Multiple language services.
5. 24*7 services
FP Club vs “FP Book”
If fair play can come up with such humble, simple and honest seeming answers to customers who
believe they should have been intimated before such a change or has caused trust issues as fair play
can make any changes, it will get stuck in the right tone will cause the trust to increase in the
regular players.

6. Brands Who Turned Bad PR
Into a PR Win!
• It's challenging to imagine a worse situation for brands than the midst of a PR flame!
• Yes, mistakes do occur. There cannot be a company in the entire world that has never made a mistake.
And occasionally, brands suffer embarrassment due to factors entirely beyond their control.
• But it can be extremely uncomfortable and challenging for companies to navigate when those gaffes and
embarrassments are made public, especially when they get the attention of the general public.
• However, given the belief that "there is no such thing as negative PR," it's critical to find inspiration and
hope even in these difficult circumstances. mostly because negatives can be made positive.

7. Coca-Cola – “Drink water”
• Turning PR disasters into PR wins has been a hallmark of the
Coke brand for decades, dating way back to 1985 and the
‘New Coke’ debacle.
• Apparent disaster struck on June 14th 2021 when Cristiano
Ronaldo – footballing megastar and marketing juggernaut –
faced a EURO 2020 press conference.
• Before speaking, he removed the Coca-Cola bottles
positioned on the press conference table (as part of a huge
sponsorship agreement,) and told the world through the
assembled media to ‘drink water.’
• News reports soon surfaced suggesting that this simple act
had wiped billions of Coke’s market value. And clearly, it
looked like a pretty bad news story all round. It reminded
people – if a reminder were needed – that soda consumption
might not be the healthiest habit.
• But it also got people talking about the brand.
• And it comes back to the idea that there’s no such thing as
bad PR.

8. • The Ronaldo incident was followed by a glut of
free publicity, with various players and
personalities expressing their own opinions –
including this golden moment in which Russian
manager Stanislav Cherchesov made his
feelings clear by chugging a whole bottle before
starting a press conference!
• Whatever your thoughts on Coke’s actual
product, there’s no doubt that this whole affair
got people talking about the brand.
• For their part, they responded professionally and
calmly – noting that everyone is entitled to their
own choices and preferences when it comes to
soft drinks. By simply riding out the storm, and
taking it in stride, they were able to turn a
negative into a positive.
• Because, assessing the company’s stock value
over time – while it’s clear the Ronaldo incident
did instigate a slight dip – it’s also clear that, in
the long-term, it certainly did the company no
lasting harm!

9. KFC – “FCK” : A brilliant and sincere
apology to customers
• What do you do when you’re a chicken restaurant,
but you run out of chicken?
• The answer is, essentially, you close a bunch of
restaurants and – PR wise – you own it! You say
sorry and you explain, as honestly as you can, what
led to such a disaster.
• And that’s exactly what KFC did in February 2018
when this hypothetical scenario became not-so-
hypothetical-anymore.
• Their full page apology, led by an image of a KFC
bucket with the letters arranged to the very apt
‘FCK’ – appeared in two national newspapers but
reached a combined audience of over a billion
through social media and editorial coverage.
• It was honest, and humble, and struck just the right
tone, ensuring no lasting damage to the brand. In
fact, people were really happy when the restaurants
started to reopen.

10. Aamir Khan Negative marketing strategy which earned
millions amidst boycott Bollywood and remakes.
• https://youtube.com/shorts/GJQB57dPl0g?feature=share
Nike Brand’s Black life matters and the PR Negative
marketing strategy.
• https://youtu.be/6DEOW9ZQ2BI
Elon Musk’s Cyber-truck Negative marketing strategy.
• https://www.instagram.com/reel/Cld6m1OjD6B/?utm_so
urce=ig_web_button_share_sheet

11. Thank You
A proposal from
Kailas Sethu-madhavan