Safaa Laalaoui 201811597

Shakira Dances Through the Forest

Let me start off by saying Shakira is an Icon. This song was the trend in 2014 World Cup in Brazil, and I
had no idea that it was for Activia until it was pointed out to me earlier this week, and after I watched
the official commercial that is 30 seconds long where Shakira is eating the yogurt itself, I realized that its
more than just a song.

Let’s say that Activia did a very good job in choosing Shakira in specific for this advertisement merging
World Cup and their brand especially after her HIT song Waka Waka in 2010 World Cup, so the song was
advertised as a World Cup song and lowkey maybe an Activia advertisement? In my opinion that was
smart, I liked how they created a whole trendy song and not just a jingle as companies usually try
advertising. The chore of the song says, “La la la I Dare you” which fits perfectly with “Dare to Feel
Good” campaign launched by Activia and the smiling tummies in the video clip also represents their
“When your tummy smiles, you smile too.” advertisements, amongst all the 5,375,756 shares across
Facebook, Twitter and other social media platforms I can say that the whole video and song have hidden
Activia messages that only few were able to capture.

More facts about the campaign were that it was Shakira’s last global partnership, but it was also the
Activia’s first integrated global communication campaign, coincidence? I think not, the video clip got
helped Activia more than they expected, the advertisement jump-started their sales in 2015 as they
were very flat in 2014.

1) why such tactics were chosen:

With the new era of Online marketing, they decided to take a step into the future and create a new
approach for advertising called Trackvertising, which uses video clip to promote a brand or product and
not blind the costumer with their product running across the screen all the time, it was comfortable to
the eye and whoever watches or listens to the song actually enjoys it instead of being distracted with
the product and what message the brand is trying to advertise.

2) whether the same tactics would have worked equally well for a different product. give one
product example and explain

I would like to say that this is the most used advertising technique in Egypt, different companies like
telecommunication companies, Banks, and many more big brands are pairing with different Egyptian
famous singers especially the new trendy ones to market for their company and without having to use
their name and brand on everything, it’s a very smart and people are actually listening to these songs
and not just treating them as an advertisement. Now answering the questions, yes because everyone
now is sick and tired of advertisements, everyone skips every single advertisement video they see, but
disguising it inside a video clip or a movie while keeping it visible in message or in the background is very
smart.

Once again, Shakira is an Icon.