Ogilvy on Advertising

David Ogilvy, "The Father of Advertising", wrote 30 years ago 'Ogilvy on Advertising' "Researchers have not yet found a way to quantify the effectiveness of emotion, but I have come to believe that commercials with a large content of nostalgia, charm and even sentimentality can be enormously effective" Ogilvy concluded, "I hasten to add that consumers also need a rational excuse to justify their emotional decisions. So always include one. Above all, don't attempt emotion unless you can deliver it."

So in short, Emotion is the linchpin for any successful advertising.

The usefulness of parodies

Parodies are pretty fun, they are light, comedic and mock the main message. But what does this mean for brands?

Should you block them? Take legal action? Or join in the laugh? More often parodies tend to be shared more than the actual message, however this always seems to be like an inside joke. After all how do you know what the parody is mocking until you see the real thing?

Case in point, is the latest campaign by Dove on Real Beauty 'Sketches'. Dove has been used as a parody on numerous occasions so it should not come as a surprise that their latest effort is the source of 'Dove real beauty sketches - Men'.

So is this really a bad thing? In my point of view, if parodies (as long as they are not overly offensive, racist or abusive) help create curiosity and spread the real message then why not? Open conversation is the basis of User generated conversation and social media which push the brand to the forefront of people's attention.

Here's the original Dove - Real Beauty 'Sketches'

and here's the parody 'Dove Real Beauty Sketches - Men'

Back to the Basics: St John Ambulance, saving lives

Charities are constantly clamouring at you for a chance to promote their cause and amongst all this noise the message is lost in the clutter. There are always reasons to watch out for one of several diseases that could get to you, however St John Ambulance have put together a great video to remind you of the little things that could be fatal

The video shows the story of an ordinary man with a family who is diagnosed with cancer. He goes on to battle it and win. Only to choke to death. Emotional? Anti-climatic? but more importantly is the fact that his death could have been prevented by simple first aid. The shocking statistic being that over 140,000 people die from lack of first aid which is the same as cancer. The video serves as a reminder that that there simple basic things that can get us and which can easily be prevented through care and education.

A sobering and though provoking video and an emotive one.

Copycat advertising: Is it successful?

Copycat advertising takes a really popular concept..and well copies it.

A while back comparethemarket.com launched an amazingly successful campaign comparethemeerkat.com which is still running quite successfully today perhaps also because the meerkat's in all honesty are quite successful. 

So when I came across this ad by LesFurets.com I was slightly disappointed. Sure it's a cute little ad but it lacked originality in it being too similar to comparethemeerkats.com which is in the same product category as well.

But for those who recognize the similarity its a fantastic win for LesFurets. By piggybacking on an already successful campaign their customers would recognize the advantages of the product/service being advertised, with much less investment than their competitors. 

Gender cliches: Do they work?

The use of cliches is not uncommon in advertising, however I have to question the use of gender stereotyping.
In our current age, gender roles are blurring every day so does gender stereotyping work?

Harley - Davidson uses the concept of a Man's man for their bikes....but really? Are women not allowed to own a Harley? Harley Davidson started the bikers' culture where everyone was welcome but now this seems to be restricted to males? Not sure if that's the right impression you want to give out.

Brian Atwood launched their Spring/Summer collection with a remake of a classic Marilyn Monroe scene. While I love Marilyn and everything is so feminine I'm not sure if I can relate to stripping naked and jumping in a pool with my heels on. The ad is too overtly feminine in a very old concept of what a women is about.

The one interesting point however of gender based advertising is that it exists in extremes. They either embrace the concept of gender roles in today's society or go to extreme end of the spectrum, as above. I don't think many people can relate to either. While males may perhaps aspire to be everything manly, I personally do not relate to a Marilyn Monroe type advertisement and nor would I want to.

Is this ad appropriate?

Being current is great. Hopping on the latest trend and producing some fantastic content around it is perfect for relevance. But where do you draw the line between relevancy and exploitation?

For example one of the biggest events to happen recently was the conclave and announcement of the new Pope. For many Catholics worldwide this was a highly religious event and yet this was also a hot topic for many advertisers who used the event to promote their own products. For example the ad below by Jason Associates. Sure it's really clever but is it appropriate?



There are two topics most people are highly sensitive about Politics & Religion, and the conclave touches on both. While the Pope is the faith leader of millions of Catholics he is also the political leader of Vatican city, the world's smallest country, so is such advertising a good idea?

Advertising maverick's would love taking a risk and saying why not, but today when an incorrect tweet can have big consequences its better to think before you leap.

Emotional Advertising: Some great examples

Emotional advertising seems the way to go. It's not about the product but how it makes you feel.

This is not restricted to any particular product but is applicable for services, causes, and basically anything that has an emotional value and which can affect decision making...therefore...anything.

Seen below I've put together a few examples of good emotional advertising from across all industries.

Product/Service- McDonalds 

I had to start with McDonalds as they one of the biggest advertisers out there. Recently they have been coming under a lot of flack for their un-healthy products, but yet people still love em. McDonalds have been trying to shift perceptions more from a product oriented company to a service and cause related one. They want to be seen as part of the community and community welfare in general. And why not? nearly every single neighbourhood as one, they are the Starbucks of fast food. The ad below capture this sentiment quite nicely. In fact you would want to have a McDonalds in your neighbourhood if you don't already have one.

Product - Samsonite 

This just goes to show that emotional advertising can apply to anything! After watching this ad I just wanted to get up and go explore the world all with my little Samsonite suitcase at my side. I like how this ad is not about the actual product but more about people's desires and as a side note while you're at it don't forget to have a samsonite suitcase with you.

Service - Google

Google is the most indispensable tool for anyone these days, so much so it is part of our common vocabulary. This cute little ad by Google shows how two people (soon to be parents) use Google for their different needs, and all for the same purpose. Sure we don't need to be reminded of how important Google is to us yet it does no harm for every giant now and then to show a small display of their power to keep people in thrall. Google tried to do something similar for their Nexus tablet but however not to same effect. Both ads below:

Cause - Mercy for Animals

Most of these ads have been the feel good type, however this ad by Mercy for Animals is the exact opposite. It starts off quite innocently but then you're in for a rude awakening. I can understand its purpose. It's hard to change people's behaviour and sometimes reasoning does not work. Shock advertising has an impact and doesn't leave you soon. However I cannot say how effective it will be in the long run, everything moves quickly in this age. But I know I certainly cannot eat meat for awhile.

WARNING: The video is quite graphic and not for the faint hearted

And lastly I just had to include this one for the feel good value. The ad is quite nice but what was perfect was that it was launched on Valentine's day, an emotional ad at an especially emotional time, combined effectiveness! 

  

Trends vs UGC - Cola wars style

Brands are always striving to stay relevant to their audience by capitalizing on the latest trend or theme. They encourage people to connect with them and generate content which is the best way of gaining brand ambassadors or UGC is a good way of understanding how people perceive their brand.

Looking at the Cola wars, both Pepsi and Coca Cola have been socially active and are quite advanced on their engagement techniques. Recently two videos were released, both engaging audiences via different methods.

Pepsi decided to be relevant by incorporating the Harlem Shake with their brand. The latest dance craze is a great way of engaging with youth, and a fantastic way of pushing the brand on top for awhile. Not too different from when a lot of brands decided to use Psy's Gangnam style for their own advertising. Its catchy and captivating but definitely not a long term strategy.

Coca Cola has been working on its Open Happiness campaign for a while now, and always thinking of new and innovative ways of sharing the happiness. Their latest venture was a crowd sourced video competition for 2012 MOFILM Cannes Lions, where the winning video was by Hugh Mitton. A touching video about how Coca Cola can bring happiness to people, and really captures what the brand is all about. The best thing about it is that is shows how fans perceive the brand, and it's great when its exactly what they have been trying to promote.

So which one is better? Trend hopping vs UGC 

Nissan Patrol Vs Beethoven

I love ads where you can see the product being used. What is more effective when you are trying to sell something than when you see it in action?

And that is why I like the Nissan Patrol vs Beethoven ad, it is a beautiful concept and however while the campaign could have been launched with a social arm to it, the video simply depicts the power, beauty and grace of the vehicle. Overall very charming.

Re-think Sugar, go with water: An Australia PSA initiative

How involved does a Government have to be in protecting its citizens...from themselves?
The Australian government takes its job very seriously. First it was the graphic warnings on cigarette packets, and now the anti-soda ads.

The Cancer council, Diabetes Australia & the National Hart Foundation are all participating in the campaign to educate the public about the dangers of drinking soda, with the "rethink soda campaign".
But while PSA (Public Service Announcements) are always a part of any government's plan, most of the public are already aware of the dangers of smoking and drinking soda, and yet this does not deter them.

So now, the health organizations are encouraging to increase the tax on soda items. Is this too far? Can the government intervene to stop people literally from themselves or is it their right only to educate and let them be the judge?

While it is a tough balancing act, certainly by encouraging tax, it does not make it less accessible but although more expensive which encourages people to stop and think if the item is really necessary. Overall a good move, as it protects governments from any blame of in-action they may face in the future.

RIM to Blackberry: is it worth the Risk?

So RIM are officially Blackberry and I am in two opinions about the move.

Pro Blackberry:
RIM or Research In Motion initially were what their name implied, research, innovation & change. Blackberry is arguably their most successful brand, and not many would deny. Unfortunately of late, they haven't been able to keep up to their namesake and put their everything into a final last try the BlackBerry Q10 & Z10. This name change refers to the ultimate commitment a company can make to the brand, to show that they have complete faith in it. Literally a company going down with its flagship.

Con Blackberry:
Research in Motion as the name implies is not directly related to the telecommunication world, well if you ignore the Blackberry association. The name is innovative, and if there was a shift in resources to research & development from a technical perspective there is certainly hope for the brand. RIM were certainly one of the most innovative brands of their time, and with a shift in perspective it is possible they may regain it. However by committing to a name shift, they are certainly putting all their eggs in one basket, and is it really worth the risk?

Best Superbowl ad?

What is your favourite SuperBowl ad?

I think my personal favourite is Coca Cola, engaging, catchy, and just beautiful.

SodaStream Effect - Superbowl

SodaStream's ad for Superbowl is short and sweet, certainly not in the league as the other major brands but it certainly deserves a special mention, because the heart of the message is not about how fabulous the product is, and how much you will love it, but "if you care about the bubbles, set them free". The use of SodaStream saves up to 2000 bottles, which is great for the environment, and great for people. So by using the product you're just being a good citizen. Just simple.

Volkswagen Superbowl - Get in Get happy

So being happy means being Jamaican...or at least that's what Volkswagen is saying in their Superbowl commercial.
While I like the concept and the relation between driving the 'Love Bug' and putting a smile on your face, but was the accent really necessary?
Not to sound racist... but really?! Enough said

Virgin Atlantic - Fly in the Face of the Ordinary

It is very rare that you find a campaign which is original, witty, surprising and above all engaging, and it comes as no surprise that Virgin Atlantic has managed to achieve all of the above through their latest campaign ' Fly in the Face of the Ordinary'.

Based on the premise that the airline crew and staff are nothing short of super heroes in your service what better way to achieve an un-paralleled flying experience?

Touching upon Virgin's USP's the campaign accurately reflects their positioning, perfectly captured in the tagline 'Fly in the Face of the Ordinary', it is again just another reminder why Virgin is one of the world's most successful brands.

How does Kellogg's Special K make you feel? Emotions Sell

One country (Israel) is finally taking a stand against the false beautifying or photo shopping of models' images which decorate fashion magazines as well as banning those models who are below a BMI of 18.5. This is a bold move for any country to make against the 'glorifying of the skinny' and the question is how long will it last?

One of the main reasons behind this ruling is the self-esteem issues many young girls face which can lead to a variety of psychological and behavioural problems, so does the enactment of this law signal a changing trend in advertising for beauty products? 

Traditional advertising naturally positioned the products to reflect the benefits they could provide to the user. They could make them fairer, or skinnier and generally help them to be more attractive. But with an increasing amount of criticism against such advertising, which aimed to encourage sales purely on the fact that people's appearance needed improvement, some change would be in order. 

The latest campaign of Kellogg's Special K cereal reflects this change. It's not about how much you weigh, or what's your size. An individual should not be defined by a number, instead its about you feel. Confidence, pride, self - esteem this is what counts, and Kellogg's Special K can help you achieve that. So the product still makes you look better, but now also helps make you feel better. Emotions sell. 

Initially started by Dove's campaign for real beauty, which changed the advertising rule book, it seems likely that more products will adopt this positioning to garner a better public image and reputation, and eventually trust.

Branding in 2013

The New Year has dawned bringing with it a flurry of new resolutions and predictions, and this is not any different in the advertising and marketing world.

There has long been a shift towards digital marketing rather than traditional marketing, however 2013 may see a return back to the basics where traditional marketing will play a bigger role. Integrated marketing looks at using several marketing channels, be it digital or traditional, in co-ordination to spread a unified message. With an audience whose attention is being increasingly fragmented among multiple devices such as laptops, PC, mobiles & tablets, it is important that marketers utilise all the information they have about their customers to help target them better. 

This is where 'Big Data' steps in. Big Data aims to collect any information about customers from multiple sources, including social media, to track their behaviour, interests, friends, connections, what they search for, their buying behaviour etc to paint a complete picture of the customer. However this has to be implemented and utilised successfully by marketers to prevent it from becoming just another industry buzz word. Big Data is very useful in understanding customer behaviour and is not only restricted to digital marketing but can be used in traditional marketing as well to target them based on their social behaviour, such as where they shop, eat and socialize with their friends. In targeting customers in all areas there is an increasing chance of the message being sent across and received. 

However customers as well are becoming quite clever with the latest in marketing techniques and have a refined understanding of their own value. They know the price marketers are willing to pay and won't come cheap. Instead more browsers are offering a service to increase privacy options while online, so while marketers want to find out more customers want to reveal less, and the battle goes on.

And the new year would not be complete without the mantra of MOBILE, MOBILE, MOBILE. 

Mobile is the future, where customers want to carry all their information with them on the move, so mobile and tablets, usually synced with their laptops through could sharing services, is the future. People are constantly connected bringing increasing opportunities for targeting. It is an essential and integral feature which cannot be missed. So to re-iterate the main trends for marketing in 2013 are:

• The convergence of Digital & Traditional Marketing
• Big Data
• Customer Control
• Mobile
• Integrated Advertising

Ref: 'Branding in 2013: Convergence, Content, Gaming, Big Data and other trends' by Barry Silverstein for Brand Channel