In recent years, advertising has been given so many tools and possibilities to reach its target audience that there are people naming actions that, in a way, are already practiced naturally by the area.
This applies to the concept of reactvertising, a term used ironically by the John St. agency for people's reaction to real time marketing.
The agency created a parody in which it shows that it has 2,800 employees working around the clock connected to events in order to create pieces and approve them in record time. The Ponto Frio team (always them!) must work almost like this, as they manage to fit offers into political debates, hyped programs and any other event of great importance.
Reactvertising is taking advantage of the exact moment when something big happens and launching an opportunity ad for brands to gain public attention.
Whether reactvertising, which literally mixes the words reaction + advertising, will be the future of agencies and advertisers only time will tell, but it's definitely a trend that most professionals are following in the face of the possibility of success by not being exactly the most creative and funny, but rather the fastest. Are you ready to adapt to this new reality?
By Caio Costa
Source: https://blogcitario.blog.br/