The risk of a banner -like advertising message online, thinking about the advertising flame uproar at Shinagawa Station

The advertisement displayed on the concourse at Shinagawa Station was controversial, "Are you looking forward to today's work?"

Reference: "Are you looking forward to today's work?" A large amount of advertisement at Shinagawa Station, criticized as "it will be hurt when you go to work" → withdrawn in one day

This advertisement has been controversial because Alpha Drive, who has published this ad, is an affiliated company related to NEWSPICKS, an economic media, and has had a controversy in the past with the radical newspaper advertisement called "Goodbye, Uncle" in the past.It seems that there are many views that it is a so -called "flame marketing" to attract the same topics as the past.

Reference: NEWSPICKS advertisement "Goodbye, uncle" should not be.

However, if you look at the details, this riot is different, and it looks like a case where the risk of advertising in the SNS era, which can be any company, has been visualized.

In the future, what should I do so that my company does not cause similar flame uproar?

Let's look back on this case.

Stop advertising in one and a half days after the start of advertising deployment

First of all, if you look back on this turmoil in time series, it will be as follows.

■ October 4th morning

Reference: Enhanced and rebranded business businesses with AlphaDrive and NewSpicks

■ October 4th 11:00

■ October 4th around 21:00

■ October 4th midnight to October 5th

■ October 5th afternoon

■ October 5th night

Reference: About advertisements for Alphadrive/Newspicks

Just one and a half days after the start of the ad, you have decided to suspend the advertisement in less than a day after the advertisement has controlled.

Moreover, if you analyze the number of tweets in Yahoo! Real -time search, in fact, in the morning of October 4, when the advertisement should first see the people, "Are you looking forward to today's work?The number of tweets mentioned in Shinagawa Station has not increased significantly.

The number of tweets increases rapidly on the night of October 4th.

Originally, if the advertisement was controversial among many people, it would be nice to be a hot topic on the morning of the 4th, when the ad was the most visible of many people, but this time.The ad was different.

In detail, it seems that the flame riot occurred in multiple factors overlapping.

■ Actually, the advertisement alone was not a hot topic

First of all, as mentioned earlier, at least as far as the number of Twitter's remarks, this ad was hardly a hot topic with advertising alone.

As you can see in Yahoo! Real -time search, the tweet on the catch phrase of advertising, "Are you looking forward to today's work?" Was began to be tweeted around 20:00 on October 4th, and the advertisement should have been the most exposed.The number of tweets from morning to 19:00 is 0.

It seems that the advertisement was not a hot topic at all.

Almost all tweets around 22:00, which are the first mountains, are critical of advertising, and the starting point is raised by the person who saw the photos on Twitter.

That should be the case, the advertisement of the concourse at Shinagawa Station seems to be a video advertisement that flows on the display that displays weather forecasts and news.

(Click here for reference videos)

The video seems to have a message similar to newspaper ads, and not only the word "are you looking forward to today's work?"

Moreover, it seems that it was only frequently flowing once over a few minutes, and the person who saw the status of the photo at the beginning was only a part of the passers -by, and probably uploaded photos and videos on Twitter even if they could see it.It would not have left the impression.

■ Cutting out with the video of the video made the impression worse

So why this ad was so talked about is the impression of this photo.

As you can see in the video, it seems like a scene of a few seconds in a few minutes, but the state where only this character is still stationary and lined up is completely different from the newspaper advertisement alone.

Furthermore, since the situation is on Monday morning, it is time to feel depressed about the work, so it is not an ironic for office workers who are going to work, not the message that Alpha Drive was trying to convey in newspaper ads.It seems to have been caught by the person.

■ A strong post by the advertiser himself is a fire

Moreover, the advertiser AlphaDrive CEO Aso, who posted this photo, has increased its flammability.

The tweet has already been deleted, but probably, at the time of corporate rebranding, we set up a large advertising campaign, so we wanted to see as many people as possible.

However, if you do not know the background of the details, with the strong word "Shinagawa Station concourse full jack", if you look at this photo, the impression will completely change the impression.

As a result, many people receive the impression that Shinagawa Station Concourse is fully jacked and the advertisement of this letter continues to be displayed as a result of walking alone, rather than the actual video advertisement.The result was the result.

■ The sharpness of personal issues has led to a big topic.

Furthermore, what this ad was criticized so far is greatly affected by the sharpness of the tweet that raised the problem.

Probably the most popular tweet was a problem that "the company's livestock corridor at Shinagawa Station, there is a truly dystopia course. did.

Currently, tweets have been private due to the size of the response, but even if they were able to confirm, they were collecting more than 25,000 retweets.

On Twitter, the tweets that have become a hot topic will be displayed more recommended, retweets will increase at a stretch, and the relevant keywords will be on Twitter Trend to know the event.

If you simply encounter an advertisement at Shinagawa Station or look at the image on Twitter, you may end up with a sense of incongruity.To this end, the number of people with the same problem will increase one after another.

In addition, in this advertisement, it was developed to the Daikiri tournament, which is dedicated to "1984" and "Zeylib" from the context of Distopia.

The collage battle called "#The most heart won in front of Shinagawa station is the champion", resulting in an increase in recognition as an advertisement that hurt my heart.

In the past, there was a problem on the expression of the expression of pressing a woman who is blowing a trumpet from behind in the Asahi drink Mitsuya Cider's TV commercial, and Asahi drinks stopped broadcasting the TV commercial.。

Reference: Social responsibility for "TV CM", considering from the cancellation of Mitsuya Cider's new commercial

Alpha Drive would have decided to stop advertising in one day because he did not think that his advertisement would be accepted at that angle.

■ To avoid the same uproar

This case of Alpha Drive this time is a special case because the CEO himself cut out the video with a photo.

However, it is a story that if one user with a problem awareness cuts out points with a problem awareness and posting photos, there is a possibility that a similar flame will occur.

In the future, advertisers and advertising -related people are worried about how to avoid the uproar based on similar advertisements.

Naturally, it is not a simple answer, but one thing I would like to introduce as a symmetrical case with this riot is the campaign called "Nippon", which Cybozu deployed last year.

This ad was a campaign that made a discussion on the commuting scenes at Shinagawa Station, and raised a problem for managers who commute to employees in the corona.

It is still imagined that criticism is focused on implementing such sharp advertisements, even with various discussions in the corona evil.

Therefore, various discussions were held within Cybozu company, and it seems that the work of having members in the company actually see advertisements and fixing the part that felt uncomfortable was repeated.

Furthermore, the claims of the claim that still received was responded by Otsuki, the leader of the project, and explained the purpose of the campaign and asked for an understanding.

Reference: How to deliver a message that moves society?

In fact, companies that are famous for interesting advertisements, such as Nissin Foods and Kincho, have always been told that some complaints from hitting advertisements have been woven.

Of course, when Nissin Foods really burned, they apologized and stopped advertising, but they usually tend to have more complaints as reputed commercials.

That's why I hear that we are seriously discussing in advance to avoid serious claims.

Reference: Masami Nagasawa's Kansai dialect, amazing newspaper advertisement ... "Kincho's advertisement" Buzz is the secret that does not burn

■ Risk of creating casual advertisements on the Internet

When discussing with the leading creative people in the advertising industry, I often hate that because ads are violent in the first place, so I have to be careful. "I have a creative creative to prevent it, but I have recently lost it. "

In fact, the spread of online advertisements has expanded the foot of the advertisement, and the number of advertisements that are not ingenious or considered are increasing.

After all, banner and native advertisements on the Internet have not yet improved the fact that there are many inappropriate advertisements such as hype and discriminatory ads before their creative.

Reference: Does the Japanese internet advertising industry begin to start seriously healthy?

In that sense, the banner ad on the Internet rarely burns and burns, but advertisements that appear in non -Internet advertisements, such as TV commercials and the full jacks at Shinagawa Station this time.There is a different relationship with the influence, and there is a risk that criticism will increase like this time.

In this Shinagawa station advertising riot, the act of "advertising" itself must be used well and used when using that power, and in an era where you have to be prepared.It may be necessary to think of being in a clear uproar.