Afin de faire parler d’elle, la salle de sport Vita Liberté a lancé une campagne d’affichage 4×3 dans toute la ville de Nice représentant une femme avec un grand sourire avec ce slogan écrit en dessous : » Vous êtes grosses, vous êtes moches… Payez 19,90 euros et soyez seulement moches »
Grâce à cette campagne de com’ 100% bad buzz, la polémique enfle sur les réseaux sociaux.
Jugée « sexiste », « low cost », « honteuse », même « fake » pour certains, voire « drôle » selon d’autres, cette publicité n’a laissé personne indifférent.
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Sur BFM TV, Audrey Tuduri-Bononi, responsable coordination du réseau de la salle, se défend :
« Ce n’est pas une pub discriminatoire, c’est du second degré. Ce n’était pas du tout notre volonté de choquer. La notion de surpoids est très subjective, nous voulons donner accès à nos salles de sport au plus grand nombre« , indique-t-elle.
Elle mentionne d’ailleurs avoir reçu un accueil positif du grand public, certaines personnes ayant même trouvé l’affiche « géniale« .
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Néanmoins, on constate que les commentaires ne sont pas très positifs sur la page Facebook niçoise de Vita Liberté.
L’administrateur de la page y a même écrit : « Je vous présente mes excuses mais je ne suis pas l’auteur de cette pub que je trouve déplorable aussi. Je subis comme vous une pub sans notre concertation de la franchise Vita Liberté. J’en suis navré. On m’a dit qu il fallait prendre ça au second degré. Je dois manquer d’humour aussi ».
La salle a malgré tout décidé de jouer franc jeu en publiant les articles de presse relatant du scandale sur sa page Facebook nationale.
Afin de clore le débat, Vita Liberté a publié un message sur sa page Facebook : « Nous vous rappelons que ce slogan n’est en aucun cas discriminatoire ni à prendre au premier degré. En effet, ce slogan doit être traité avec humour.Les notions de laideur et de surpoids sont parfaitement subjectives« .
Vita Liberté invite même le public à « échanger au sujet de cette publicité » par mail (info@vitaliberte.fr).
En tout cas, on peut dire que l’objectif de communication a été atteint car, si ce n’était pas le cas, tout le monde est désormais au courant de l’ouverture de Vita Liberté à Nice en septembre !
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