Roll Out The Red Carpet and Add Some Drama to Your Campaign
Every one of us has experienced (and I do use that word intentionally) an advertisement that stops us in our tracks and – if only for just a moment – makes us forget we’re witnessing an advertisement. When we experience this phenomenon, the company has achieved its goal.
Traditionally formatted advertisements are still widely used and remain effective platforms for pitching a product or service, but there has been an increasing number of ads that stray from the conventional “What, Where, Why, How” format. Today, with DVRs and fleeting attention spans plaguing advertisers in every medium (television, print, online, etc.), companies are struggling to create gripping adverisments that capture and hold the attention of their audiences. More and more, they are turning to bold, dramatic, and intense campaigns that are intended to create a lasting impression on the viewers. Some turn to in-your-face statements targeted towards younger, liberal-minded individuals. Others stick to more mature, conservative, yet similarly dramatic statements that produce the same results in different demographics.
Every company seeks to display its competitive advantage through its products and services, and advertising is where they convey that message to the world. Sometimes, however, part of the competitive advantage lies not within the content of the advertising, but the style. One of the more prominent examples of this technique is a recent campaign by 5 Gum:
This commercial portrays stunning imagery and unique originality, yet refrains from mentioning much about the product itself. Rather, it attempts to focus on the image the brand upholds. Accompanying this dramatic ensemble of visual exploration is an exacting tagline: Stimulate Your Senses. This intriguing one-two punch of calculated visual and verbal messages commands attention and burns a lasting image into the viewers mind. In every sense, 5 Gum has accomplished it’s goal. However hard-hitting and dominating this commercial may be, it isn’t for everyone. Companies looking to create this lasting imprint on their more mature, and perhaps more conservative, customers can still be dramatic – just in a different way.
To better explain how this is done, I’ll use luxury car commercials as an example. These advertisements are notorious for utilizing captivating and mesmerizing images to entice the customers into buying their newest model. Luxury cars are very much a statement product, portraying a specific image to the rest of the world, so customers need to be impressed by that image. Gorgeous drivers are often seen silently navigating empty urban streets or smoothly gliding across a dimly-lit backroad, and these calculated images are intended to glorify the cars, further motivating customers to purchase them. This tactic is perhaps no better exemplified in this Audi A5 commercial:
While most companies have neither the advertising budget nor the intellectual capital to create such endearing, bold, and dramatic advertisements, every company can learn from the techniques they utilize. The extent to which you can employ these tactics varies depending on your field, but they can be implemented at some level in every sector. When creating a dramatic campaign of your own, attempt to dazzle your viewer or reader with captivating words and images. Tap into the essence of why your customers buy your product and cater to that need. Create a statement that is charging, abrupt, and commanding. Be Bold. Be Remembered.
When you feel comfortable with what you (or your team) have created, test it on friends, family members, or focus groups. If it’s a hit, run with it! Make sure you properly utilize social networking sites like Facebook and Twitter when distributing your new campaign. Creating a viral buzz for your ads can have as much or more impact than creating a buzz for the products themselves.
What do you think of these commercials? Do they make you more or less likely to buy the product? Do they enhance or damage your perception of the brand? Share your two cents below!
Posted on March 27, 2010, in Uncategorized and tagged Academy Awards, Advertising, Audi, Brand Management, Demographics, Drama, Facebook, Marketing, Television, Twitter. Bookmark the permalink. Leave a comment.