Obay

Lately some unusual ads have been popping up in the area on the sides of buses, transit shelters, and on the subway. They have generated some buzz . . .

No product name is mentioned. No identifiers. Googling 'Obay' reveals nothing (OK - I have far too much time on my hands apparently - I guess I should be planning a trip or something). Actually that isn't true - if you turn safe search off and Google you have some sites turn up with wildly inappropriate pics and lots of folk who can't spell obey.

There is a lesson for you - poor spelling = cheesy porn. Parents, make sure your children can spell.

Some folks claim that the campaign is being funded by the Church of Scientology. Their 'logic'? Who else could afford to run a massive 'anti-drug' campaign.

Please. I imagine that these folk are the some ones who believe that NASA really did fake the moon landing and that Jimmy Hoffa, President Kennedy, and Elvis are all living to a ripe old age in a secure location in Boca Rotan.

After doing some research (hello . . . life . . . are you out there?) I discovered that this is an example if viral marketing. Is it just me or does this sounds like something you catch after an unfortunate incident in your wayward youth?

Hmmm, more research.

What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.

Yes, I am aware that by posting this I have contributed to the spread of the 'virus'.

Apparently someone, who has less of a life than I (YEAH), has actually tracked down the source of the ad campaign. It is sponsored, not by the Scientologists, but by Colleges Ontario. It is a part of a campaign directed at parents reminding them to let kids life their own dreams.

Yesterday when I was on the subway I was engaging in my favourite commuter sport: listening in on others' conversations and judging them. (I've already admitted to being shallow, move on, at least I admit my faults *smile*) I listened to a woman talking about the ad with her friend. Her comment 'I wonder if I can get some of that without a prescription at WalMart?'

Was she being ironic? Funny?

No.

She was serious. It seems that her daughter actually wants to travel before heading off to university - a gap year type of experience. Oh no! The world is coming to an end.

I hope that when the next phase of this campaign comes out it isn't as subtle. Apparently some folk missed the message.

Comments

[sandrac]

I think "teaser ads" can be effective, if the tease doesn't go on so long that noone gets the point, and eventually everyone becomes frustrated! And even in our age of irony, this looks to be a bit too much....

On a related topic, do you remember a dozen or so years ago, when Taster's Choice instant coffee did its teaser ads with the sexy guy and gal who were neighbors, but only began to chat when one needed to borrow a cup of instant coffee....the ads were set up as a series of little 2-minute soap operas that took a while to actually get to the coffee. That was kind of fun. But a long time ago....

[girasoli]

I took the bait and spent a good 15 minutes or so on google trying to figure out just what Obay was. Make sure to share with us the next installment of adds.

[Jerry]

Sandra - I remember those ads. They were so effective because they had a story. The Obay ads might get there - right now they are sparking a discussion. I'm not sure that folks are bright enough for it though! LOL

Girasoli - nice to know that I'm not the only one. I'll post an update when I see it.

[angie]

I find this add campaign so bizarre. Who's behind it? I see that it says on smaller type on the bottom " from the makers of why because I said so. Is it actually a drug? For the parents or the kids.

[Jerry]

No drug - I think that they are trying to be funny. The humour was over the heads of a number of the folk on the subway though. *smile*

[Psychgrad]

I wonder if the people it's directed toward would even take the time to "get" the message.

[Jerry]

Psychgrad - exactly. I doubt that they would pick up on the irony or even have the time to stop, read, and make sense of it.

[Kim]

Say what you will, but if I could spike Sammi's chocolate milk with some of that to get her to clean her room, I'm all in! :D

[Jerry]

My parents would have purchased Obay in BULK!