Posts Tagged With: advertising

New era of Advertising?

  

Am I too old?

I was doing my morning routine – running in the park, listening to music on the radio from my phone, when I heard (felt) a very interesting approach of marketing. Why felt? Its because I literally felt the message of the advertiser. It was a commercial from Esurance with not only a good copywriting, but also has a great delivery of the the message to the client.
Lets face it! Who gives a damn of those 15 sec of commercial when you are listening a powerful and engaging music, when you are trying to run your 5k or 10k? The only thing that you are thinking of, is how annoying it is and how can you skip it or to go faster, cause it’s bothering your running mood. 

Even I, for example, I  know to appreciate a good commercial, and looking for something inspiring, still I don’t like when there is a commercial break when I am listening to music. But when I first heard this commercial, it got me realize that I’m way out of it, that suddenly I woke up ten years older and I am out of practice as a marketing/ advertising person. Seriously, I have been out of practice one year, meaning that I am not working in marketing for a year, but it I always try to keep up with the new things that come out for the advertising and marketing sector. After this, it got me thinking that I haven’t really do a great job on keeping up with the latest news and trends.
The ad comes out of the ordinary right from the beginning, when you can hear the so called Left Brain “talking” in your left ear only (earbud ) and then the Right Brain in your right ear, and it goes back and forth, delivering the message. It gets your attention right away, not because its interesting, but also because it kind of gives you a headache.
It’s a very interesting tool to delivery the message in a way that the receptor will actually listen to it. Lets face it, nowadays its very hard to impress the customer. He is targeted with so many commercials and ads, but he still finds a way to avoid it: TV recordings with fast-forward through the commercials; radio subscriptions to avoid the ad spots, etc, and it is kind of hard to catch his attention when by accident, he hears your ad. Now, that the ad it’s a little annoying, it’s a different story. This back and forth talking in one ear and then in the other it can give you a real headache (in other words, catches your attention 🙂 ). I actually saw a feedback to the company that the ad it’s creative indeed, but it’s irritating.
Just to let you know, your “Right brain, left brain” ad spots on Spotify give me a headache. While I applaud the creativity…. they kinda hurt my head. Keep up the good work“. 

Also, if we are in the “right and left ” area, I couldn’t mention the amazing Mercedes creative ad. I don’t really think there are any connection between them, but the execution is amazing! That proves once more that the most simple and common ideas are the best ones!
Everyone knows that there is two sides of every story/brain, but there is always a way to find the best compromise in order to prosper! Well, I guess that both of them did find it, and they didn’t have to search to far – it was in the left and the right brain 🙂

  

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My idea, your idea … any idea?

It’s no surprise that when you work in a specific area of activity, you are more focused on what is happening in that particular world. For example, I always pay attention a little bit more than others in my family to everything that is related to advertising or publicity. And its not just because they don’t care, its cause I see in those commercials a lot of flash backs from my college and work. For instance, a few days ago I saw a TV Commercial on an USA channel, from PayPal company. It was a flash back  4 years ago, when we did a TV Commercial for one of our clients, from Moldova. That was a surprise! Why? Well, the commercials where very alike.

So, if you put all together, like : two different countries, two different products, and most of all two different time frame, the ideas are so close to each other!! I know what you would think – ‘inspiration’ from the first one (its not like it never happens in this line of business). But no way! I know that for a fact, being sure that our commercial didn;t leave the premises of our country.

Made me think, how interesting and close are the minds of the people in the same line of work/activity, so that time and space apart, they came up with almost the same ideas. How can a copyright issue be solved in this case? Is it any? Its not like its about that, cause the laws of advertising are so wide-framed and different in the same country, nevertheless in different ones, and here we are not talking about breaking any code or something. at the end of the day, its about the success of the idea that you put in to the project, the success that will bring to your product/company. But then again, here the success was different too: the second commercial, for the well known company – PayPal, has success with the commercial ( at least I see it a lot on TV), while the first one, is well forgotten already (sadly, cause I actually worked on it).

Although, it makes me proud, cause we, an agency from a small country,  had the same idea why before a bigger advertising agency had it for its bigger client. 🙂

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Cheers ! :)

fautor

Well, let’s say that sometimes  I get lucky! At least prizes/ promotion  point of view. Last week I participated in a promotion of a local brand of fine wines and I won a bottle of my favorite kind of wines – Rose! I did’t open it yet, since I plan to give it to my sister for a special occasion – The baptism  of my sweet and first Goddaughter! Only the thought of it makes me smile and fills me with joy! But let’s get back to the promotion.

The promotion was on Facebook – so the only promotional cost was the time spent by the administrator of the page, and knowing the marketing thinking in MD, usually this is equal with zero for the company. It remains the cost of the actual gift –  the bottle of wine – which gives you the opportunity to taste it and it not that much of a cost for the production company (its own product).

The conditions were simple: Register in the promotional contest,  change your FB profile cover with the one with the brand and logo of the company, keep it for at least 10 days, and one bottle of fine wine is yours! Nice and easy!

Today, when I went there to get it, a signed on full A4 page list, that hat a few more beneath. That’s telling me that  the people were actually  involved in this contest.  Why shouldn’t they? The wine is very good, high quality, and its free. More over you don’t have to do anything that complicated, 5 minutes and you’re done!

But, I would add some more to it:

First, I would say that the cover photo is not that good choice. I would go for the profile picture. Yes, probably they thought that nobody would change their profile picture to a strangers one, impersonal. But then again, if they did it with the cover photo, sure the would do it with profile pic.  And the impact would be bigger, as the profile picture is much more often seen than the Cover one.

Second, would make a testimonial for it. When the winners came to get the prize, it should have been some photo shooting to put the pictures on the Fb page, as a proof that this contest was for real, like: “Hey, look how many winners we have! Look how appreciated our wine is !” And let’s face it! People like when they are praised – and a few pics with them on a Fb page, good ones, will make it even better. Who knows, if the pictures are really good, the can place it on the profile , and there we go again – new hidden advertising, and most of all – free!

One thing I know for sure – I liked this small  promotion. It should be more of this kind of  promotions!

Let’s drink to That!

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