Paris: Covert advertising is a very effective way of marketing products while ensuring that the campaign has the viewer’s undivided attention. Such a way of advertising also requires a high level of creativity and an unconventional approach.
When you first go through the Instagram of Louise Delage, she comes across as any other 25-year-old woman from Paris who likes to click photographs at different locations or while having dinner, and post them on the social media with a barrage of hashtags.
But in reality, Louise is a fictional person who was created for possibly the most remarkable campaign involving covert advertising in recent times. An initiative an organisation called Addicte Aide, to raise awareness about alcoholism among young people.
The profile created with a model managed to gather 60,000 followers in less than a month and pictures had 50 likes a day, but on looking closely, it is clear that the woman is seen enjoying a different drink in each of her pictures.
Be it a glass of wine, a cocktail or a bottle of beer, the imaginary Delage is never seen without a drink, bringing the spotlight on rising alcohol abuse among young people. This pattern was revealed to followers in a video that played her photographs in a sequence focusing on her drinks.
Surely no one saw that coming until it finally hit them, and that makes this campaign a work of pure genius.
