Dawn Service Sponsorship

SamTSeppo 1 May 2007 4

I’ve been a busy boy this last week, so this isn’t entirely timely, but I want to follow up on johnboy’s post last week, in which the ANZAC Day Dawn Service’s “insipid orange bulbed fake electric candles” were mentioned.

From the point of view of this foreigner, johnboy forgot the finest thing about the candles: the utilization of marketing potential.

On the front side, the candles had the logo and description of the war memorial:

(image quality is crappy, I admit it — the only digital camera I have has less megapixels than 99% of phones these days)

It reads:
“Australian War Memorial
Australian Tourism Awards * Major Tourist Attraction * Hall of Fame”

Fair enough. Sponsored by the war memorial, brought to you at the war memorial.

But the back side was a piece of pure marketing genius. A small window was fitted into the candle allowing — in all the candles this foreigner could see — perfect view of the company and battery providing the insipid fake electric glow:

The battery is tightly placed within the candle, and all attempts to shake or hit the candle did nothing to displace Duracell from its prominent windowed position. Stadiums have advertising sponsors these days, I guess it only makes sense that national memorial days should, too.

No matter, this seppo thoroughly enjoyed his first Duracell ANZAC Day Copper Top Dawn Service.

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4 Responses to Dawn Service Sponsorship
ttr181 ttr181 12:13 pm 04 Jul 07

The candles used at this event where my product, can anyone please explain in further details the pro’s & con’s of using this candle. Any feed back would be greatly appreciated. or email me at info@gloware.com.au

kennardly kennardly 7:59 pm 01 May 07

I didn’t like the fake candles compared to the real ones but it was obviously easier for the organisers than real ones – I assume Duracell donated the batteries for this and so you can’t blame them for advertising the fact – everybody wins.

johnboy johnboy 3:37 pm 01 May 07

Lacks a little in sanctity if you ask me.

Samuel Gordon-Stewart Samuel Gordon-Stewart 1:53 pm 01 May 07

Probably not the best place for an advertisement, but I don’t see a huge issue with Duracell sponsoring the candles…besides, the candles were so bad that the sponsorship was probably bad publicity for them anyway.

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