Is it ever right to call your customers evil?

[The real Swiss Tony]

Sure i’m not the only one but I’ve just received an e-mail from BA inviting me to “Become an evil Christmas genius”

I just don’t get it. So if I use their avios-back-if-you’re-lucky cashback site to buy Christmas presents, that somehow makes me an evil genius?

I see noting evil in buying someone a present and arguably it’s devoid of genius as making a buying decision on the back of points that may or may not be awarded and could be clawed back at any random point in the future lacks any sort of common sense…

[Skywalker]

I thought this too – it doesn’t even sit very well with me that “evil” and “Christmas” are in the same sentence, given it has the potential to offend its more religious/faithful customers.

Off-putting.

[Crafty]

I also thought this was slightly odd wording. Does anyone want to be an evil Christmas genius? Why?

Poorly thought through by a junior marketing executive I expect.

[Lula]

Well I don’t know about you guys, but it’s a perfect description of me!

[yonasl]

It made you read the email and share your opinions here about it. So the marketing campaign worked!