While flipping the pages of a magazine or surfing through the TV channels do you ever stop by to see an ad?
Have you ever thought how the people behind those ads are dying to catch your attention by creating an interesting piece worth your attention and then placing it where there are chances to catch your discerning eye?
I did not till I started working for RayBan, my first job after college. And then I got so mesmerised by the process of channelizing how people think, see and buy different brands that I never thought of giving it up ever even though my friends keep telling me that I can earn lot more if I seriously pursue painting.
And yet it is not easy to get people to see advertising. In fact to the them it is like a 2 minute repetitive movie which sits between their favourite programs which cannot be avoid.
A lot goes behind making of ads. Time, a brilliant idea and thousands of rejected ideas, lots of money, dedicated team work, energy and most of all – being on brand. The whole brand and what it stands for is at stake each time a new ad is made.
Although marketing is a whole lot of common sense, it is not so easy to find. Common sense because the most effective ads are based on a simple but powerful and invaluable insight into the consumer minds. That is what we marketers keep searching for always.
It’s this challenge that keeps me going. Being able to find a simple idea is the most difficult part!
But for me the more challenging part is to find a challenge. Who said being a non British marketer in Britain is easy?
I long for the day when I would get the opportunity to work on a brand in need of a new lease of life where all my skills and my passion would be put to test.
Just like James Farley saved Ford.... I am so starved of a challenge that I am willing to do it for free...
Thursday, 21 August 2008
Thursday, 14 August 2008
Contrasting ad effectiveness
You would have seen both of these ads if you were in UK.
Why this works?
Because it reflects upon the insecurity people suffer from when they have to shed thick winter clothes in summers. So the ad is easy to relate. Grasping the message becomes much easier with a such a smart angle brought in. And it hits right cord with their target audience - women wanting to lose weight.
But the Special K challenge is really hard to believe. When I saw it for the first time, I said, "What? What are they trying to say?" Eat two bowls for two meals for 2 weeks? What if I take 4 meals in a day in total and eat loads of high calorie food in the other two? And is it 2 bowls for each of these meals or just one?
And what if I really do subject myself to only two such meals for 2 weeks and famish myself, and I still I do not lose weight, what would I get? £3 for the cereal box I bought?
That is so silly! But yes it does work because such an extreme challenge does help the brand occupy a space in the minds of consumers to percieve Kellogg as a healthy alternative for breakfast as always.
Why this ad does not work?
For the simple reason that it does not say anything about the new taste and only shows a woman pulling a box of cereals out of a bee hive. The ad has tried to educate us about the fact that they have added a new flavour of honey and oats.
But what does it mean for the consumer - Another flavour added, that's it! Does it make you want try it? Until and unless someone is taking the hard-to-believe Special K challenge, this new flavour does not mean anything to anyone.
I know taste is a sensory thing and cannot be depicted well visually but see how well M&S has utilised imagery and visual effects to tempt you in its ads.
Why this works?
Because it reflects upon the insecurity people suffer from when they have to shed thick winter clothes in summers. So the ad is easy to relate. Grasping the message becomes much easier with a such a smart angle brought in. And it hits right cord with their target audience - women wanting to lose weight.
But the Special K challenge is really hard to believe. When I saw it for the first time, I said, "What? What are they trying to say?" Eat two bowls for two meals for 2 weeks? What if I take 4 meals in a day in total and eat loads of high calorie food in the other two? And is it 2 bowls for each of these meals or just one?
And what if I really do subject myself to only two such meals for 2 weeks and famish myself, and I still I do not lose weight, what would I get? £3 for the cereal box I bought?
That is so silly! But yes it does work because such an extreme challenge does help the brand occupy a space in the minds of consumers to percieve Kellogg as a healthy alternative for breakfast as always.
Why this ad does not work?
For the simple reason that it does not say anything about the new taste and only shows a woman pulling a box of cereals out of a bee hive. The ad has tried to educate us about the fact that they have added a new flavour of honey and oats.
But what does it mean for the consumer - Another flavour added, that's it! Does it make you want try it? Until and unless someone is taking the hard-to-believe Special K challenge, this new flavour does not mean anything to anyone.
I know taste is a sensory thing and cannot be depicted well visually but see how well M&S has utilised imagery and visual effects to tempt you in its ads.
Wednesday, 13 August 2008
MasterCard Priceless
This is just perfect. Clean, easy to comprehend, relatable, a clear message, striking layout, concise and effective copy! It connects emotionally with the audience while communicating the benefit which MasterCard offers. They have been using this messaging for a while now but it works well everytime and is refreshing as well.
It does the job well. My rating - 9/10
It does the job well. My rating - 9/10
Tuesday, 12 August 2008
Sony Football Shirt Ad
I just loved the ad. Lots of reasons -
1. It was printed on a broad sheet - The Short List Magazine. So I could absorb it well.
2. The fact that Sony Ericsson did not need to have a tie up with any football team/player to have such an effective correlation between football as a game and the Sony brand is makes me jealous
3. They made 3 big points with one ad
4. Its not cluttered and they have played with blue and white in a awesome way
5. Its eye catching ofcourse and tempting too!
My rating - 9/10
1. It was printed on a broad sheet - The Short List Magazine. So I could absorb it well.
2. The fact that Sony Ericsson did not need to have a tie up with any football team/player to have such an effective correlation between football as a game and the Sony brand is makes me jealous
3. They made 3 big points with one ad
4. Its not cluttered and they have played with blue and white in a awesome way
5. Its eye catching ofcourse and tempting too!
My rating - 9/10
Monday, 11 August 2008
Why should I donate?
The ad is neat but the correlation between the heading and the message of the ad is stretched out - it is actually taxing!
Who do you love?
What if they have fatal disease like cancer?
Would you not donate for the research to fight cancer then?
My response would be - Ummm.... my be!
The logic - what if your loved ones have cancer - is not pursuasive enough. It is confusing or should I say the heading is not effective. Though the layout is good and does catch your eye.
The call to action to donate $5 comes too late and where do you donate? At Levis counters? At the website? You are expecting too much from the readers.
The call to action to donate $5 comes too late and where do you donate? At Levis counters? At the website? You are expecting too much from the readers.
We will donate $5 on your behalf on every purchase you make is cliched and over used concept but this does not work either.
But I liked the ad otherwise so my rating is 6/10
But I liked the ad otherwise so my rating is 6/10
Sunday, 10 August 2008
Stop selling what you have, Start selling what they need
Now here is another Technology ad claiming the same thing what Sharp ad was trying to say but in a more effective way.
The heading -
Stop selling what you have
Start selling what they need
works like a call to action. The action of making you reading what's written next.
The layout is also very effective because half of the space has been devoted to the heading and copy on black background and the rest half is contrasting and engaging enough to make you observe every bit of it.
My rating - 9/10
The heading -
Stop selling what you have
Start selling what they need
works like a call to action. The action of making you reading what's written next.
The layout is also very effective because half of the space has been devoted to the heading and copy on black background and the rest half is contrasting and engaging enough to make you observe every bit of it.
My rating - 9/10
Saturday, 9 August 2008
Sharp Ad - why it does not Work
Why this does not work?
Because this ad does not clearly say what their MFP can actually do. And neither is it intriguing enough for one to explore why they are saying it does?
Because a meeting room with some people sitting around a table does not mean growth! The fact that they are actually sitting on a printer glass top does not mean that you can search the Internet from your MFP.
Sorry but t ad this does not go down well with me. But I do like the layout as you do notice the ad but it does not convert your attention into a desire to read more or explore, what to talk of consideration or even brand exposure as it confuses you.
My rating - 5.5/10
Because a meeting room with some people sitting around a table does not mean growth! The fact that they are actually sitting on a printer glass top does not mean that you can search the Internet from your MFP.
Sorry but t ad this does not go down well with me. But I do like the layout as you do notice the ad but it does not convert your attention into a desire to read more or explore, what to talk of consideration or even brand exposure as it confuses you.
My rating - 5.5/10
Friday, 8 August 2008
At&T - works in 200 countires
Whether it is in line with the brand personality or not I cannot say but it is very effective.
My rating - 8/10
Subscribe to:
Posts (Atom)