Home and Away fans are divided over the show’s controversial marketing campaign to help find a missing character ahead of its return in 2024.
The ‘Bring Eden Home’ campaign grapples with the mysterious disappearance of Cash’s missing girlfriend Eden, last seen in a forest under suspicious circumstances.
To keep fans on the edge of their seats, Channel Seven has released a series of on-air promotions, shared missing person posters on social media, and created a 1800 number for viewers to hear Eden’s final phone call.
Hailed by some as ‘epic’ for its creative involvement, the campaign has generated a great deal of debate as well.
Social media has been used by fans to vent their annoyance at the “disrespectful” advertisement.
Although some have praised the ad for being “epic” due to its creative engagement, there has also been a lot of disagreement about it.
Fans have taken to social media to express their frustration with the “disrespectful” advertising.
The ‘Bring Eden Home’ campaign grapples with the mysterious disappearance of Cash’s missing girlfriend Eden, last seen in a forest under suspicious circumstances
Imagine yourself in the shoes of someone who is waiting to hear about a loved one, seven days a week, twenty-four hours a day. icky
Nearly 66,000 calls have been placed to the 1800 number included in the advertisements in the last week, with over 28,000 of those calls coming on the first day.
Seven is adamantly sticking by its choice to launch the advertisement in spite of the criticism.
Larissa Ozard, Director of Marketing for Brand, Product, and Trade at Seven, stated, “We’re thrilled with the engagement and impact this campaign has driven so far and excited to spearhead an immersive, out-of-the-box creative campaign for Home and Away.”
“Marni Crutchley and her team’s execution, combined with some incredible creative from Nina Kendall, have made it possible to create a campaign that has the country talking while putting a lot of effort into earned and owned channels.”
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