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A bad copy manages to negatively impact an entire campaign, forcing to have protocols that take care of the proper construction of messages.
These cases where triggered messages become trending due to mistakes in your creative copy are a great communication lesson.
One of the main elements in communication is the one that has to do with the way brands are involved in the messages with which they communicate.
Bad copy has exhibited the importance of communicating with good outdoor advertising actions, where other elements such as design play a key role in adding the consumer to the strategy with which you seek to inform them of your brand or a specific action, as has happened with the government of Coahuila, after it had the idea of commemorating the independence of Mexico, only that it has made the mistake of ensuring that it occurred in 1910, that is, 100 years after the true date.
Directing creativity is essential in outdoor advertising, especially when it has attracted up to 388 million dollars in investment during 2019.
A mistake shows the importance of good copy
Various users on social networks have begun to mock the mistake made by the Coahuila government in part of its activation. that carried out in the middle of the national month when the independence of Mexico is commemorated.
The mistake was made by putting part of the outdoor activations where the copy “September 1910-1921” is read and the imprecision generated all kinds of criticism, since the historical period of the independence of Mexico began in 1810 and culminated in 1821 .
I shouldn’t have let Coahuila design the banners for the Independence of Mexico 😤 pic.twitter.com/3MsmsbxqgO
– Government of Springfield (@GobSpringfield) September 7, 2021
They were only wrong for 100 years … This twist of transformation, along with all their trained pets; They are rustic, illiterate, illiterate, beasts, BRUUUUUTOOOOOS!
Esdeke Independence was in 1910!
Stolid! 😖👋🏼 pic.twitter.com/krtPBY0LCy
– Héctor Suárez Gomís (@PelonGomis) September 7, 2021
Hey @GobDeCoahuila, just as a doubt.
If Ignacio Allende was shot in 1811 and Morelos in 1815, why does the poster say 1910?
Wait … what wasn’t the Mexican Revolution in 1910? Is it part of how they rewrite history in this government? pic.twitter.com/iYclRjBzpS
– Chief Diego (@EIJefeDiego) September 7, 2021
The failure became an invaluable lesson in how important good copy is, especially when it comes to the institutional communication with which a government office like the Coahuilense administration operates.
After the failure was made known, it was patented how important it is to follow protocols, to achieve the best communication when messages are activated in outdoor spaces. Within these measures, an element that is common in them is the ability of brands to understand the influence that a simple message has, as in the case of the Coahuila government, it has learned it with a mistake made in its campaign .
Copy error impacts all types of campaigns
The error in the copy of a campaign has had an impact on all kinds of messages such as those that at the time became viral with great artists such as Edith Márquez when in promoting one of her concerts, the ads omitted the place and date on which would be carried out, so they only had the words “day, month, city.”
The error became a trend within social networks and at the end of the day a reminder of the discipline that must be taken in communication, not only in the management of ideas but also in the supervision that must be done of the message before being replicated.
Manage ideas in creativity
Managing ideas in creativity is one of the most difficult parts of this subject and a reminder of how valuable being able to have processes that help ideas reach the consumer with the highest possible quality has become.
In this exercise, more and more dynamic tasks have been established, since it is about making a message impact but for the right reasons, as great campaigns have learned, such as the one launched at the time by the sausage brand Fud, which sought to celebrate to the mothers and ended up being a message that was understood as a mockery of them.
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