We promise to never pass on your email address to anyone else.
This controversial billboard was displayed on a Toronto freeway to the horror of passing motorists. What a way for a funeral home to drum up business! As expected a number of disgruntled motorists tracked down the company to complain. The Funeral Home did not exist but it does have a website, where angry motorists who've Googled the place are confronted with this message:
If you're here, you've probably seen our "Text and Drive" billboard. And if you have, you probably came to this website to tell us what horrible people we are for running an ad like that. And you'd be right.
It is a horrible thing for a funeral home to do. But we're not a funeral home.
We're just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving. That's right. More. And while most people wouldn't even think about drinking and driving, over half of Ontario drivers admit to reading texts while behind the wheel. That's more than half of the drivers on the road today risking their lives, their passengers' lives and the lives of their fellow motorists and pedestrians.
Which should make you even madder than our billboard did.
Getting a few people onto the website wasn’t the main objective though. As expected the story broke (probably assisted by the PR agency involved) and they got masses of PR coverage locally, nationally and internationally. The cost of this massive coverage and increased awareness of the huge problem was just the cost of single billboard.
Is there a controversial way for you to advertise your products and services to get massive PR coverage. The skill here though is to get POSITIVE PR coverage not negative.
Hope I have given a few of you food for thought. And by the way, please don’t Text and Drive we need to keep all the readers we can.