Ann Summers turns BA strike to its advantage

Mon, 21 Dec 2009 | By Vikki Chowney

The strike issue, while averted over Christmas by the High Court ban, is likely to play out next year in an all too familiar way – both sides will re-enter negotiations asking for more than they’d ever hope to get and the public unfortunately will get caught in the middle.    

But what’s bad for one brand is good for another. Take Ann Summers, for instance, which has this week sponsored links on Google featuring a quip about the mile-high club. This means that when users searched for news related to the threatened strike, they were shown a cheeky ad for the brand. This isn’t the first time the retailer has capitalised on current affairs, as its digital agency iCrossing has also previously bought keywords attached to the budget and Alistair Darling, as well as taking advantage of snowy weather by suggesting that there are better things to be done indoors.  

Others are getting in on the act too, with BA directing people back to the company response on its home page and Virgin Atlantic posting an ad encouraging people to book with it instead. Even ThePerfumeShop.com has bought a link entitled ‘We Know Strikes Stink’. The response to Ann Summers’ attempts has mostly been to look upon them favourably as mildly amusing stunts. But where’s the line? When do actions like this put reputation at risk due to the nature of the original issue?   

Well, the bottom line is common sense. Habitat hijacking the Iran debate was out of line because it was such an emotive issue, you just don’t try and make money out of a situation like that. This, on the other hand, is relatively non-intrusive and tries to make light of a bad situation. It fits the brand’s values (fun and edgy) and, although some may dismiss it as inappropriate, it’s nothing Ann Summers hasn’t heard before.

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