ATHENS TECHNICAL SCHOOL (TEI): COURSEWORK COVER SHEET *
Department: Business Administration
Module: Introduction to Marketing
Grading period: Winter Semester 2015
Submitted by: Nikos Romanos, Panayiotis Argyros
Project: Write the copy for a marketing campaign to introduce “Black Friday” into the Greek retail calendar. “Black Friday” is a 24-hour period of sales held the day after Thanksgiving in the United States, but now extended to online retailers and traditional retail venues outside the U.S. where Thanksgiving is not celebrated. It has become common for shoppers to camp overnight outside the retail venues to queue for cheap consumer goods. Violence, injuries and even deaths have occasionally resulted from poor crowd control.
Detailed Comments: Some sparky stuff in here, but 2,571 words is really excessive. You need to work to a 250 word limit – maximum! In my markup, I have suggested ways to improve and shorten your copy. Detailed comments follow.
Concept: I LOVE your idea of a
month day of revolution, and I also love how you are able blend it with an anapologetically nostalgic appeal (“let us remember”): you’re saying “it’s new and radical but also familiar and comforting”. I can immediately see the cross-platform potential of spontaneous street actions: “direct action groups”, “public interventions” (flashmobs in downtown Athens and in the shopping malls, a social media campaign, we can Astro-turf the hell out of this one). Paint the town red, explosions of colour against the grey concrete! Very “Apple Mackintosh 1984”, classic!
Style: You have got the authentic touches here, you really seem to have studied your Bakunin, and absorbed that rich yet stilted language. You have a kind of vintage, steampunk thing going on. But we need to remember our audience. I think here we need to focus on the dynamic elements: “Youth!” “Spontaneity!” “Impetuous!” “Revolution!” “Explosive!” Short sentences! Punchy!
Content: I have picked out some of my favourite quotes which I think really capture the spirit:
“We are living the beginning of the end of the world as we know it” – I love this, it really highlights to momentousness of the occasion (and it would be momentous, in a country where “never on Sunday” is still a slogan in the retail space).
December Friday is more than just a date” – I paraphrase slightly, but again, MOMENTOUS!
“The only possible alliance is with the world of probabilities” – a world of probabilities: how optimistic, how ASPIRATIONAL!
You really have a gift for evoking the joy of shopping: “the consumption of bliss”, “the windows of abundance” – really had me reaching for my credit card there.
I suggest you avoid describing violence and oppression directly. The tyranny of the current retail calendar can be implied quite powerfully using visual cues. Study how that Apple ad does it: they reference George Orwell and show riot police on American TV, during the Super Bowl. No-one bats an eyelid, no-one ends up in jail! That’s cojones!
Also: you quote several “alternative” poets to illustrate your points. In a multi-media context we can do this with musical cues. Nirvana would be my go-to music for this type of message: grungy yet “safe” for consumers; instant appeal for Generation X demographic, rebels with a healthy disposable income.
Logistics: I suspect a month of steep discounts would be too much even for a healthy retail client, hence I suggest we stick to the original “Black Friday”, but I give you points for thinking big.
Conclusion: Please don’t be discouraged by the red ink or the grade, this is one of the most promising pieces of work I have seen this semester. When you become available for work, I will be delighted to introduce you to my good friends at ¡Revolución! Communications, who are always on the lookout for talent – they have an interesting client list and your experience will be relevant.
The original text used in this exercise is a proclamation issued on the 11th November 2015 by Nikos Romanos and Panayiotis Argyros from prison, calling for a “Black December” of mayhem, vandalism and bomb attacks. The original Greek text can be found here, and translation was done for expediency by Google Translate – the surreal mash-up of nihilism, exuberance and half-digested jargon is mostly preserved. A time-bomb which detonated in the early hours of Tuesday 24th November outside the Hellenic Federation of Enterprises in central Athens, causing significant material damage, may or may not have been linked to this proclamation. The Christmas lights were lit 50 metres away in Syntagma Square that same evening by the Mayor of Athens.
Nikos Romanos is serving a 16-year prison term for armed robbery. He was a key witness when his teenage friend, Alexis Grigoropoulos was shot dead by a policeman in the Athens neighbourhood of Exarcheia in December 2008, an incident which resulted in extensive rioting in the centre of Athens. After the incident, Romanos went underground, believed to be hiding with various anti-authoritarian groups, until he was arrested in the course of an armed bank robbery in northern Greece in February 2013. He is also suspected of involvement in a number of non-fatal terror attacks. While in prison, he sat his university entry exams and gained a place to study Business Administration at the Technical School (TEI) of Athens. In 2014 he went on hunger strike to demand permission to attend classes on day release rather than by remote study. His demand was not met. Sympathetic views hold that Romanos is torn between a genuine desire to learn and his ties to anarcho-terrorist groups in prison. This latest proclamation suggests that any rehabilitation effort is losing ground. This post imagines a more optimistic scenario in which the text has been misinterpreted, and where it is in fact a testament to the redemptive power of Business Studies.
Panayiotis Argyros is a member of the anarcho-terrorist group Conspiracy of the Cells of Fire (Συνωμοσία των Πυρήνων της Φωτιάς, or SPF), one of the latest generation of domestic urban guerilla groups which have been active in Greece since the 1970s. SPF have been responsible for a number of terror attacks and attempted attacks involving time-bombs and parcel-bombs against political and business targets since 2008. Argyros was arrested in November 2010 after a parcel bomb addressed to then French President Nicolas Sarkozy detonated in the hands of a courier company employee causing his injury. He is serving a 25-year term for his involvement in the organisation and a number of bombing attacks on political and business targets. Recently, a former Citizen Protection Minister in the previous Syriza/ANEL government initiated a judicial investigation by alleging that senior Syriza officials were being lobbied by imprisoned members of the SPF group, and that his life was under threat as a result of his non-cooperation.