Shock Tactics in Advertising -- Russian Real Estate

Thanks to my fellow Canadian marketer, Jane, for pointing this one out in Dear Jane Sample.

To follow up on my previous post on shock tactics, here is an example of shock tactics being used outside of the realm of the public awareness. (translated verison), a Russian online real estate service provider, is definitely getting attention and brand awareness because of these ads.

But is brand awareness more valuable than positive brand image?
Is quality more important than quantity? in this specific case?

The service offer and the aesthetics of the site are positive enough to potentially overcome the association I make between their brand and the half-relevant commercials.

This is a twist on old marketing. A high-risk marketing initiative in North America yet something that might work in Russia. Only time will tell.

What do you think?

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