Adverts are quite compelling; just look at what John Lewis’s ‘Bear and Hare’ with Lily Allen’s rendition of ‘Somewhere only we know’ did to viewers at Christmas. Today’s topic will examine some of the most successful adverts, and why they are so powerful.
JC Penny used life-size Pinterest moodboards in-store, to draw more customers to buy in the physical shops. Pinterest is an interesting marketing strategy since the site is often used to help users find inspiration, so shoppers can mix and match styles. Targeted at Millennial mothers, to promote the latest items on sale in shopping outlets in America. JC Penny already have a good relationship with Pinterest, and this digital-turned-physical moodboard is a great approach. By introducing moodboard adverts, JC Penny have found an imaginative way to draw customers’ attention.
IKEA has released a series of flowchart posters to help consumers choose furniture based on household objects, such as beds, sofas and a charcoal barbecue. This indicates the versatility of IKEA’s products, as well as being a functional way of solving customer queries in advance.
Adidas mocks the media for (British) football coverage. In the clip, instead of a game commentary, the word “blah” continues to appear on the screen, even in eagles made out of newspaper aeroplanes. Unlike other sportswear brands such as Nike and Puma, Adidas understands that, to those who don’t understand football/sport, news and media coverage seems like gobbledygook.
Cannes Golden Lion Parody:
Casey Schweikert and Liz Loudy created a mock film award, inspired by the Cannes film festival. Coca Cola even use an Olympic gold medal in their 1984 campaign, thus emulating how brands feel the need to award themselves from their achievements. The caption for the satirical advert is ‘the only award that feeds more than your ego’, and later explains that since a can costs $1,500 it can feed 33 people – the equivalent of a $45 donation for malnourished children. The campaign was done in partnership with Action Against Hunger.
The print ad for Penguin audiobooks features a tree stump, with the caption “save paper”. The tree is surrounded by autumnal leaves amongst the grass; the woodland setting gives a very autumnal feel to the advert and highlights Penguin’s eco-friendly message. Since audiobooks are popular on smartphones and e-readers, Penguin’s target audience is likely to be either children, or those who travel via car regularly.
Companies can now use vertical ads on Snapchat; notable examples include Dunkin’ Donuts and Coca Cola. Other features, such as film trailers, are also displayed in Snapchat Discover sites such as Mashable. Microsoft showcased its new Windows 10 PC, to show of the Cube i7 tablet PC could be used to draw with a stylus. Vertical ads will be useful in the smartphone era, as users will no longer need to turn their screen.
It seems pretty clear that marketing and advertsing in 2017 will involve smartphones and social media. Virtual Reality will probably become more popular as well thanks to Oculus Rift. But most importantly, companies are becoming self-aware, which means they know there’s more than getting customers to spend their money on a product.