This blog post includes three video clips. They will help demonstrate generic, brand and indirect/direct demand in marketing.
GENERIC
The following is a video of the advertising campaign released by the Australian Football League (AFL) for the 2009 Premiership Season. Importantly, the campaign is a clear example of generic demand in marketing. This is so, as it intends to sell the sport as a product in itself. The video cleverly depicts the way in which the sport of Australian rules football encompasses many of the skills needed to play a wide variety of sports. For example, the vertical leap needed in the ruck contest is similar to that in basketball. The speed of AFL players can be compared to horse-racing, and the one-handed fend-offs prevalent in the NFL can be mirrored in the Australian sport. Further, the physicality, creativity and evasive moments needed to play AFL are all showcased by using comparisons to boxing, ice hockey and bull running. Overall, the video aims to depict the uniqueness of the game to illustrate how the sport is "in a league of its own", as the tagline suggests.
BRAND
The following is a video of an advertising campaign released by the Collingwood Football Club for the 2012 Premiership Season. Collingwood's brand message is made very clear throughout the advertisement. It uses drama and the notion of unwavering loyalty to polarise consumers. On one hand, the advertisement persuades Magpies fans to purchase memberships in order to show their commitment to the club. This is so, as the "us against them" theme unites fans. It fosters a strong connection where supporters are inspired to solidify their bond with the club. On the other hand, the campaign also illustrates an acute awareness of how they are perceived by the rest of the competition. By adding this antagonistic angle, it further divides people into two categories: Collingwood supporters and Collingwood haters. Ultimately, the club's brand is clearly reiterated to consumers.
INDIRECT/DIRECT
The following video was released by Turkish Airways in 2013. It depicts two internationally identifiable athletes: basketball icon Kobe Bryant and soccer star Lionel Messi. The video titled 'Selfie Shootout' uses the popularity of the two athletes to indirectly market Turkish Airways as a premier airline to consumers. This is done through a friendly rivalry where both Bryant and Messi try to outdo one another by taking 'selfies' in exotic destinations all over the world. For example, the athletes take pictures in Moscow, Beijing, Cape Town and Istanbul, then send the images to one another. Each location is a destination that Turkish Airways fly to, ultimately persuading consumers to also "widen their world": just like Bryant and Messi.
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