Friday, October 8, 2010

TOUCHDOWN – OAKLEY DONATES SHADES TO CHILEAN MINERS

This week's perspective according to Bob Reid:

Has there been a happier-ending story than this week’s rescue of the 33 Chilean miners, trapped since August more than a CN Tower’s depth underground? I mean, aside from the one guy, who’s wife and mistress both arrived when news of the cave-in first broke … It was a gripping story of determination, courage and grace under pressure that literally had the whole world watching. So untold billions of eyes saw that distinctive round logo of Oakley sunglasses riding on the smiling faces of the rescued men, protecting their too-long-in-the-dark eyes from their first taste of sunlight (and/or TV kliegs). Oakley donated 35 pairs of glasses worth $180 per pair to the effort. One estimate placed the value of the product placement in the ubiquitous global news coverage at $41 million in equivalent TV ad time alone. A great score, but even better was Oakley’s approach to be quiet about the entire gesture, doing no proactive advertising about it nor even returning initial media calls for comment. Instead, in a statement, Oakley simply said “Our hearts are with the rescue team and miners as we hope for a joyous end to the crisis.” Classy and Touchdown-worthy for sure.

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