“I sell my Rolls-Royce to attend the World Cup.” A “marketing” method that achieves widespread popularity

An advertisement for the sale of a Rolls Royce car on the Instagram platform sparked widespread interaction, after its owner attached a phrase stating that the reason for the sale was traveling to attend the World Cup final, which caught the attention of followers and prompted them to circulate the advertisement widely.

As the ad spread, it became clear that the reference to traveling to watch the World Cup was not the actual reason for the sale, but rather came as a “marketing idea” aimed at attracting attention and highlighting the ad among the large number of car sale ads on social media platforms, thus contributing to increasing its spread and reaching a larger number of potential buyers.

The car’s owner, Hamdan Asghar, explained to “Emirates Today” that he resorted to this advertising idea with the aim of increasing the spread of the advertisement and accelerating the process of selling the car, taking advantage of the great public interest in the World Cup competitions, to promote it, that is, claiming that the reason for the sale was his desire to travel to the United States of America to attend the final match in the World Cup, stressing that the idea achieved remarkable success, as the advertisement spread on social media platforms, a few hours after it was published, and he received more than 50 phone calls, etc. More than 100 messages via the “WhatsApp” application, in addition to hundreds of comments and shares (shares) for the advertisement.

Digital marketing specialist, Islam Al-Bahrawi, stated that constructing a short story or an unconventional title around the product is an effective method in attracting the attention of the public, especially in light of the great competition for content published on social media, indicating that the success of this type of marketing depends on the content being eye-catching, without including misleading information about the product or its specifications.

Al-Bahrawi stressed that marketing based on arousing curiosity pushes users to interact and share content, which contributes to expanding the scope of reach naturally, and gives the advertisement a greater opportunity to reach the target group compared to traditional advertisements. He stressed that the advertisement for the sale of a luxury car due to its owner’s desire to use its price to travel to watch the World Cup matches, reflects the importance of creative ideas in digital marketing, as the story of selling a luxury car has become a popular topic among users, which has contributed to increasing the spread of the advertisement and enhancing the chances of completing the sale.

The advertisement received great interaction from followers, represented by hundreds of likes and funny comments that came in a light style that reflects their interaction with the advertisement, as some of them indicated that the competitions had reached the round of 16, and there was still time to sell and book the trip. Another asked about the readiness of the visa, with a joke about the team the seller supports, as the loss could include both the car and the championship trophy. One of the followers also expressed in a humorous manner his desire to accompany the seller if the deal was completed. While another comment put forward an unconventional offer, proposing to exchange the car for a business class ticket, a stay in a five-star hotel for a week, and a ticket to attend the final. While a comment expected that the owner of the advertisement would travel to America to attend the World Cup, and then return with a 2006 “Import America” car. Another made an offer to host the car owner inside an equipped room, allowing him to live the atmosphere of the match as if he were in the stadium, in exchange for giving him the car.

The ad achieved significant interaction through views, comments, and reposts.