One of the reasons why some ads may be more effective than others has to do with the audience who views the ad. Is the person in the market for the product or service being sold? On one hand it shouldn’t matter. If the idea is big enough and it is executed well, it will likely get a response from those who may be influenced to consider the product later.
The key components of a successful TV spot should include:
- 1. Does the advertising educate or entertain the customer in a unique way to be memorable?
- 2. Does the medium persuade the viewer that the product or service is the best choice?
- 3. Is the product or service going to make me a better person or make my life easier/more productive?
- 4. Does the advertising tell me where to get more information to purchase your product? (Is there a clear call to action?)
I have always believed that “the consumer is King”. The past few years have re-defined and elevated this notion, due in great part to Facebook, Twitter, and other social media platforms. As marketers we can develop the best possible communications, yet we have no real control of where and when a consumer chooses to receive the messages we create or in what order; TV, print, web, social, or is it the other way around? When I see a TV spot, I also want to see the idea leveraged in a variety of media as this is an integral part of branding as well as the retail and advertising marketing environment.
When analyzing an ad or ad campaign, I certainly understand the need to interrupt, engage/ entertain and persuade. Each one of TED’s AWS winners inspired me; however for the most part, . They grabbed me. However, for most parts, I had to wait until the very end for the surprise and the call to action. One of my criticisms is that part of the purpose of the TV spots is to persuade someone to take action. With so much freedom, to create a great spot I was disappointed that they didn’t allocate more emphasis to the phone number or web address. By doing so, the consumer can actually make a decision to visit the web, call right now or go to a social media site. Although this might be considered heresy in certain creative circles, I believe that we must not forget the true purpose of an ad from its inception as a creative vehicle that when successful is to result in the viewer doing something, feeling something, or going somewhere. In the 10 TED ads, there was a total of about 50 seconds (most ads allocated about 2-4 seconds) devoted to a website address vs. about 30 minutes total of story. Is that really the right proportion of time for someone to act? And, if I do go to the web or a Facebook page, shouldn’t I see the continuity of the idea, just in a different media format?
From a “consumer’s” perspective of the TV spots as well as whether the idea could have been more integrated, I have broken down each ad in the line-up to highlight the use of the most effective elements of each.
1. Chrysler 200
This is an American Auto Industry ad as much as it is an ad for the new Chrysler. From an emotional perspective, it touches you and gives you a reason to believe that America is back and that Motor City, Detroit should not be ignored; especially when you really don’t know much about the soul of the city. The ad inspired me to believe that Chrysler can build a luxury product that we can all be proud to own.
Using Eminem as the Voiceover presenter is brilliant. We have previously known Eminem as a one of the best Rap Artists. Now we have an opportunity to know Eminem as an Ambassador to Detroit with genuine “Street Cred”. Therefore, the TV spot works from many perspectives.
Going to the website, the look and feel is there. If I never saw the TV spot, I think, nice site. Nice car. However, it’s just another car and another car company with product info and testimonials. What if I saw the TV spot first before going to the website? The first picture I see is the Chrysler 200 in front of Disney Hall. After becoming emotionally connected to Detroit and Chrysler through the TV spot, I would have expected that the backdrop be in a location in Detroit vs. in LA. There was no Eminem to be found either. I missed the leveraging of the idea on the website.
Exploring the site a bit more, I went to the Social & Media section of the site and clicked on the first article discussing provocative designs. There I learned about “the American style - along with Lancia vehicles (for Lancia brand information visit www.lanciapress.com). For the first time the two brands are displayed in one exhibition area designed to move away from more traditional motor show stand, favoring a symbolic representation of the future convergence of both brands.” This was disappointing in that I wanted to continue with hearing about the story of how the car and company is making a comeback in Detroit.
The TV spot was great from an emotional and sales perspective. It persuaded me to consider a Chrysler if I were in the market for a new car. The connection fell off a bit since I was set up to expect more and was not completely satisfied. All of a sudden, I felt the commercial message coming through vs. the emotional hook. For me, the campaign was not as fully integrated as it could have been.
Whew. Talk about emotion and unexpected results. I connected, I learned. I sympathized. I had no idea that AIDS could be reversed at all, much less in a period of 90 Days! This TV spot actually shows the progress and physical improvement of an AIDS patient. Thanks to You Tube, you can replay this commercial time and again to see the progress. Seeing is believing and wanting to do more.
And, when visiting the website, the home page extends the idea by providing more information about how to get involved. In addition, there is an opportunity to purchase products made by the people of South Africa where Selinah, the patient lives.
Before I knew that the TV spot was for Intel, the opening chase scene looked a bit contrived. Then the intrigue took over. I was involved and wanted to watch more. As the spot continued I saw all the ways that story line played out in multiple platforms; TV , Facebook, Website, Games instant messaging, Google Earth all integrated, even on my desktop and more. Then I learned that all the action took place because of the Core i5 chip. That was impressive.
While there was no website address on the TV spot, Intel allocated :15 to tell you about the remarkable chip. Going to the website provided me with more information and gave me good reason to look for products utilizing the chip.
WOW. A spectacular event that was enjoyed by hundreds who experienced it in person and saw it on YouTube. Target’s Kaleidescope Fashion was over the top in terms of what even Target has done with their marketing; which is superb. It entertained, and it gave me reason to believe that Target is going to give me a great product for my consideration.
That said, going to the website there was no continuity of that great fashion spectacular. Putting all that time, energy and money into the event and not leveraging it is an oversight.
5. The Girl Effect
The Situation is evident. I was immediately immersed into this ad through the visuals and the music. I was entertained for a moment. Then I was educated thoroughly. I had compassion and wanted to do something about my interest in this cause.
Going to the website, it really didn’t matter whether I agreed or disagreed with the proposition, I was once again given the opportunity to be convinced that we do have a worldwide problem and an even bigger opportunity to solve the problem. The situation is not something we can readily ignore. Fantastic ad and campaign.
The Dot was cute. Nice use of animation. The commercial educated me in that I was surprised that the animation was produced with a new cell phone technology by Nokia. That’s something I might be interested in.
While there was no indication of a web address, it’s easy to find. Going to the website, there was no continuity of message. Yet as a consumer I didn’t have a good idea of what I should expect to see. So, somewhat disappointed.
7. Savory Institute
Allan Savory makes a compelling case for his Holistic Management Organizations by presenting the work and effort that has gone into figuring out how to save the world from Global Climate Change. I was educated and convinced through his personal account that we need to act now in order to save the future of the world.
The offer to recommend the top 20 people in the world to see the results of his work and help figure out how to encourage others is a “First”. There is no sale. It is purely for the benefit of Mankind. The website drew me in. It provided information and ways to get involved. It was more than just American. This is everyone’s world responsibility.
The Infinite House is a wonderful concept that brings to life the endless possibilities that are open to individuals or communities who want to build anything from folding furniture to an expandable home. While I was totally entertained I felt that I had just seen a short movie (9 minutes) rather than a long commercial. Yet, it was a simple idea masterfully communicated that inspires a creative thought process.
Going to the website, a consumer is offered the opportunity to download pdf’s to learn about the materials and methods needed to build their own furniture. Facebook also draws the consumer in for comments about the project.
Like a Pied Piper, Dulux’ efforts to rejuvenate previously blighted neighborhood brings people and communities together so they can take pride in their collective efforts. While the idea is obvious as you see the first paint brush, the production values and story line clearly communicate the mission of the company
The website advances the core idea by showing all the places that have been influenced with a “little” paint and “elbow grease”. As well, you can choose how and where you want to get involved.
Batelco’s TV spot for their new movie Infinity is truly a journey that only begins to excite the possibililties of peoples ideas. The message from an entertainment company did it’s job.
But wait, there’s more. It’s an opportunity to experience the fantastic effects showcased on their website if you are willing to relinquish your web cam and microphone to Batelco as hundred already have done. In fact, the participants are shown on a Facebook Fan page. This is a brilliant IDEA which leverages the use of technology in a totally unique way.