Current Issues in Marketing Strategy

Dunlop Volleys have come back into vogue lately and supporting them, a TVC that could only be described as 'radical'. The 5 ads feature foreign cultures like Azerbaijan playing instruments and communicating in their foreign language without translation. The camera gives glimpses of the volleys here and there, but you really need to think about it. It is a brilliant marketing strategy!


Everything about their offering is integrated, encouraging users to get involved with the brand. The campaign is hugely involving and as a flow on of this very effective. I have heard Gen Y's on the train talking about it a lot! But they even go one step further at their hilarious website, with background video's and information and they are running a competition to design a 30 second Australian Ad in the same vein as the last.

The positioning of the volleys brand is essential to their success. A flash website and classy TVC just wouldn't fit the brand they are promoting because Dunlop Volleys are just not classy. The reason Volley's are cool is because they are cheap and edgy, thus their marketing needs to reflect this. Many marketers will try to tell you that they are damaging their brand, these are the very same marketers that don't understand Gen Y, & the last time they were up to date with social media was when the term was a synonym for Communist Propaganda.

Social media marketing is about working with your target market, allowing them to tell you what the brand means and then working with them to provide a solution to their needs. The Volley's ads are edgy, their web offering is hilarious and engaging and their competition encourages people to think, talk and develop the Volley's brand.

Josh Strawczynski's Opinion
I have heard so many people talking about the ads and question who they are aimed at. Please let me assure you, they are aimed at Australians, they utilize what advertisers call 'completion theory' to challenge us. Our brains go into a frenzy trying to work out what the brand behind the ad is, why they are showing it in another language and what product is being promoted. When the 30 second clip is over, we have given it our full attention and want to know if we are right...this is a very clever call to action.

Sam Berringers Opinion
The ads have created a stir, people are talking about them, but what is brilliant is the integration of the entire campaign. What I hope they do now is release the competition entries so that we can view them on youtube or a specific page to compare and contrast. You could use their site as a forum for feedback and general banter. It would be a great way to continue connections between users and the brand!