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Picture this. It’s been 69 days since the accident. TV viewers are waiting patiently to see the first rescued miner’s face. He reaches the surface. The rescue capsule is opened. Audiences worldwide look to see his expression and can’t escape the “O.”
If you’ve missed the story on the Chile Miners rescue, check out the details here. This story and the facts about the rescue are remarkable, but what’s really fascinating from a brander’s perspective is the opportunity that Oakley took to illustrated product placement at its finest.
After being underground for such an unimaginably long period of time, the miners needed protection from ultraviolet light when they reached the surface. Conveniently, a Chilean journalist recommended Oakley to the Chilean private health insurer, and the rest is history.
Oakley donated 35 pairs of sunglasses (listed for $180 each on Oakley’s website) to the Chile miners. As a result of their strategic generosity, CNBC reported that the company has received $41 million in equivalent advertising time through the news media coverage of the rescue… Talk about a return on investment.
Oakley has hit gold for their brand image. It’s a win-win. To consumers, the brand comes off as charitable for donating and dependable for being a brand that Chile officials trusted to fully protect the miners. For Oakley, the amount of exposure and revenue from this perfectly positioned helping hand effort will be immeasurable.
Contributed by: Ashley Hollingsworth
