Damn the screenshot: someone did it almost instantly, even before the social media managers of the Nuoro Chamber of Commerce reread the post just published. To notice the strangeness, however, it took a moment and the laugh went immediately: that B attached to the name of Ottana brought out an unhappy word. A half vulgarity that has filled the message boards with thousands of profiles. From Facebook to Instagram, everyone there to share that graphic that came as a donut without a hole. Everyone laughs, someone makes controversy: "This is scleromarketing."
Social delirium
In the afternoon, after thousands of shares and a wave of unscheduled advertising, someone even thought of the usual fake trap, but the Chamber of Commerce does not hide behind the mistake: «We underestimated the risk of misunderstanding. All in good faith: using the same graphics for each of the countries involved, we did not think about the risk that could exist in associating the word Ottana with the B of the logo ». For years, that B has been representing the “Autumn in Barbagia” exhibition, which has begun to animate the villages of Nuorese again. Saturday and Sunday it will be Ottana's turn, where perhaps many will be attracted (also) by this unusual advertising campaign.
Strategy or mistake?
In the predictable social delirium, many luckily throw it on the joke: "With this program I go there for sure." Irony is wasted, even paraphrasing Giancarlo Giannini who lashes out against Mariangela Melato and defines her as «Industrial Bottana». And also in this case the coincidences are wasted. Not only because there is still something industrial in Ottana as well, where, however, the chimneys are all turned off for years. In addition, there is also the fact that that film, the award-winning “Overwhelmed by an unusual destiny”, was shot exactly in the Nuorese area, among the white beaches of Cala Gonone. In short, the ingredients for a fine marketing strategy seemed the best. In fact it was a mistake, an oversight: the distraction of a graphic designer and that of a social media manager who triggered a roar of virtual laughter in an instant. But the president of the Chamber of Commerce, Agostino Cicalò, also finds the positive side: «All more publicity, even this piece in the newspaper to talk about the Cortes di Ottana maybe we wouldn't have had it. Of course, we must clearly say that the association between the country and that word was not intended ».
