Posted: September 28, 2012 Filed under: Advertising, Sports | Tags: 180 LA, Adidas, Chicago Bulls, Derrick Rose, Keely Galgano
Could anyone be more lovable than Derrick Rose? I’m going to overlook the fact that he probably cheated on his SAT and might not be the sharpest tool in the shed, because he’s the epitome of what’s right with sports. He’s so marketable because he’s real. He has the right people around him, he knows where he came from, and he’s rightfully grateful for the opportunities sport has given him. Just watch him cry on Sportscenter, and I’m sure you’ll agree.
This ad from Adidas and 180 LA celebrates his return to the game, and the launch of his new Adidas sneaker line, by spotlighting Chicago – look it’s Dan Roan! – and by evoking the excitement, not to mention the nerves, that come along with D-Rose’s return to the Madhouse on Madison.
Posted: September 27, 2012 Filed under: Advertising | Tags: Amsterdam, Crack the Case, Heineken, James Bond, Keely Galgano, Wieden + Kennedy
I’ve said it before. Heineken is one of, if not the, smartest brands around. They use every possible medium, and they do it in a fun, memorable way. Sure, it’s my favorite beer too, but I don’t think that clouds my judgment in this case.
A while back, I talked about a few of their most innovative activations. And now they’re at it again; this time, with a theatric ad that leads to an online game called Crack the Case. The premise is basically this: James Bond doesn’t always drink beer, but when he does it’s a Heineken.
The campaign, produced by Wieden + Kennedy Amsterdam, features an intriguing male lead (not to mention a spot appearance by Bond himself), a track in Gin Wigmore’s “Man Like That” that matches the energy, drives the story, and complements the idea, and a great tagline in “Open Your World.”
Not only have they hit the spot itself on the head, but the branded game, “Crack the Case,” which promises to be played live in a city near you, provides yet another unique example of Heineken innovating in the social and digital space.
Posted: September 10, 2012 Filed under: Advertising | Tags: advertising, blink, bonuses vs. bribes, Brian Millar, co.Design, emotional benefits, functional equivalence, Keely Galgano, Marketing, nothing kills a bad product faster than good advertising, Sense Worldwide, Toddlers
Brian Millar, strategy director at Sense Worldwide and co.Design contributor, spent a couple of years as a stay-at-home dad and learned a few things that proved valuable to his career as a creative strategist.
His insights are remarkably dead on. What that says about consumers, I’m not sure; but the 5 lessons he mentions can certainly go a long way in teaching consumer behavior.
1. Emotional benefits sell better than rational ones.
Rational: “Eat your spinach, it’s good for you.”
Emotional: “Kids, tonight we’re having…pasta presents!” – also known as spinach ravioli.
2. Don’t ask your consumers whether they want something new.
He cites two really smart guys in talking about how he got his kids to watch Laurel & Hardy in black and white, an impressive feat when they were used to watching the Tellytubbies.
Malcolm Gladwell in Blink (a book I highly recommend): “We’re programmed by evolution not to like unfamiliar stuff (me, especially). So if you ask people whether they’d like something completely different to what they already have, they say no.”
Steve Jobs – in a quote that was ironically talked about in my marketing class just this morning – acknowledges that he knew better. “He didn’t ask us whether we wanted to lose parallel ports, floppy drives, or DVD writers. He just stopped putting them on his machines, and gave us something better.”
Consumers don’t always know they want something until its put in front of them. Did you know you wanted an iPhone before those first commercials came out? It’s more likely that on June 4, 2007, you had no idea such a phone was even possible.
3. Bonuses are better than bribes.
Sales promotions fall into 2 categories: bribes and bonuses.
Bribes: think vouchers, money-off deals, etc. When the bribes dry up, everybody moves on. Millar uses the example of airline-loyalty schemes: when you pay for people to like you, you shouldn’t be surprised when they demand more.
Bonuses: getting something extra for doing something you’d like to do anyway. Think 2-for-1, discounted upgrades, etc. Bonuses increase loyalty after the promotion ends, where bribes do not.
4. Move beyond functional equivalence.
For toddlers, everything is a toy. The toy itself, the box it came in, pots and pans, or a pile of rocks – it hardly matters. As a toy maker, the goal is to make something that’s especially fun.
That’s what marketing really boils down to. All cars are basically functional nowadays, and a Rolex tells time as well as the $20 watch from Target. Price has to be justified with better design, luxury, and superior service.
5. Nothing kills a bad product faster than good advertising.
It doesn’t matter how good your ad is, if the product is crap the product is crap. Telling his kids The Louvre would be better than Star Wars may have gotten them through the door, but skepticism quickly reared its head.
Lesson: “Don’t write checks in your communications that you can’t cash with your products and services.”