Disruptive CMO Marketing

Advertising Platform: Sense of Adventure

Here are some examples that tap into the emtional benefit of Sense of Adventure. a wide range of creative approaches are possible. I have included two examples from my past companies.

Definition of Sense of Adventure: Interested in exciting and remarkable experiences, sometimes involving unknown danger and risk.
Rising to the challenge, exploring new territory, feeling excited about new leanings, new experiences, etc.

A DRAMATIC SURPRISE ON A QUIET SQUARE

Nice dose of storytelling, breaking down television tropes into interchangeable jigsaw puzzle pieces. There’s a hot chick on a bike, some slapstick, a gunfight – the only thing missing is a helicopter touching down.

 

Jupiler - A Belgian Beer - Men know why

 

The Most interesting Man in the world

 

Advertising platform: Family and technology

These are ads that do a good job in portraying technology in a compelling way and leveraging family related insights to make the technology relevant for family situations.

Windows 7 Asus Slate PC "Drawing" Commercial

This one combines a cute/ sweet theme with the advanced capabilities of the Asus slate. Very relevant for women.

 

SEO: from Search to Landing Page to Consumer journey

Social search is critical to ensure social assets are gaining increased search share of voice.

Here are 4 ways to evaluate your social search results:

- which of your branded social channels (Twitter, Facebook, YouTube) appear on page 1 in Google or Bing?
- How many rankings are showing up in Twitter search?
- How are your YouTube videos showing up when searching for videos?
- How visibile are your tweets in real-time Twitter search results over time and for what terms?

Once people have arrived on your landing page, the consumer journey begins.

Here is a strategic framework to think about your click-through journey.

3 ways to portray innovative Product Features in a compelling way in TV advertising

The dilemma is simple: the more a TV commercial emphasis the product features the less interesting the TV ad becomes and the less effective the results with consumers.

Here are a few ways to talk about product features.

1. Using Font Type/ voice over to enhance product features

Ford F150: EcoBoost

 

2. The storyline: wrapping the feature in a compelling story

Spot PDA Simply Palm

 

3. Inspirational next generation description

Ford recently launched a nice example with their new Go Further execution

If you were offering a new car in today's crowded market, you'd do all this to go further.

 

 

 

 

 

 

 

 

 

 

Advertising platform: The use of animals

Ok, animals work in advertising and is a very common technique. Here are a few examples of how they work.

Kia Hamster commercial

In this one, animals are used as personification of people. Gives a cool vibe.

 

2012 HYUNDAI SONATA HYBRID: Easy On The Eyes.

Cute animals. Check. Catchy soundtrack. Check. This one has all the component parts and pulls them together masterfully. The ad does a great job of keeping the viewers attention, while keeping them guessing what could have the animals of the forest so interested. Jeff Bridges’ familiar voice tells that it is “as easy on the eyes as it is on the environment.”

 

Aflac Dancing Duck TV Commercial (New Voice Revealed)

 

Advertising platform: Brand History

Showcasing the historical achievements, success, milestones and emotional connections across generations is a great way to continue to build one's legacy. Here are a few examples.

Chevrolet

This one shows how Chevrolet remains connected to its iconic moments, locations, and Chevy vehicles.

 

Mercedes-Benz

 

The funny side of marketing

These are some funny marketing related ads or (fake) compisitions. A light hearted approach to brands.

Some Marketing Jokes:
The optimist says, "The glass is half full."
The pessimist says, "The glass is half empty."
The marketing consultant says, "Your glass needs re-sizing."

 

Advertising platform: Epic product/ brand centric commercials

Building product credentials in an interesting and progressive way is difficult. Very often we see the predictable version. Here are 2 examples (both in the beverage world) on how to talk about the values of the brand with the brand at the centre.

1. Sapporo Biru 

Sapporo’s Legendary Biru advertisement builds credibility in an exciting new way that really catches the  attention. It visualizes  a blend of popular traditions of Japanese culture with parts of the brewing process.

 

 2. Coca Cola Happiness Factory

This is a great example of how the tap into the FUN needstate. In this animated television commercial Coca Cola demonstrates the joys of life behind the scenes in a Coke vending machine. There have been a few more versions of this approach. Made by Psyop and agency Wieden+Kennedy

 

Advertising platform: Alien advanced technology or extraterrestrial ads

This top list brings the most exciting extraterrestrial ads that capture electrifying and creative alien concepts with amusement and marketing ingenuity.

There’s so much you can do with the concept of aliens and it can be related to almost any category, whether it’s social media, fashion, design or technology. Our fascination for aliens and entertainment make a powerful team.

Droid

Droid advertising seemed to take its cues from Darth Vader.The best of the commercials could easily have been mistaken for trailers for science fiction-horror films. They looked like an alien invasion and sometimes featured people being forcibly converted into human-machine hybrids.

This commercial captured a specific tension in our relationship with technology. We’re fascinated by and drawn to innovative technology while we’re simultaneously suspicious of it and fear it. That’s a big part of what made the Terminator movies tick. We want the power that advanced tools bring, but we recognize their potential to overwhelm, addict or even destroy us. Technology is power, and like power, it can be used for good or ill. Rather than shying away from this tension, Verizon jumped right into the thick of it and intentionally blurred the lines between man and machine. In contrast to the iPhone’s story of happy empowerment, the Droid campaign let Verizon express the attractiveness of raw power and dominance—in all of its dark glory.

 

KIA: 2011 Kia Optima: One Epic Ride

This builds on the concept Everyone is trying to get their hands on the car. The fact that aliens want the car as well implies it must be really advanced.

 

 

From 5 to 90 seconds - what length works for TV advertising?

There are different lengths that are available for both TV as well as web placements.

Broadband sites typically prefer shorter formats but can go up to 30sec. Youtube and other non-paid formats are completely open to any length and allow even a 10min video to work. Often, creative considerations, not media purchasing power, become paramount in deciding how long a video should be.

On TV, the 30sec format is the norm, however 45 or 60sec formats are used as well as 15 sec. As GRPs are mathematically transformed longer formats can limit your reach. A weekly GRP of 75 for a 30sec translates to about 45 weekly GRP for a 45sec.

The case for longer format stories
- I have seen studies that see higher involvement scores for longer format ads. Longer ads tend to do better because they have more time and therefore have more to become involved in. Theoretically the same ad tested in a 45 second format and a 30 second format would score the same on Enjoyment, Branding and Ease of Understanding but the 45 second version would get higher Involvement. Also from an editing perspective, you don't have to cut every millisecond to cram the essentials of the story. A 45 or a 60 allows for more storytelling, more drama, better comprehension and increase product presence. However, if nothing compelling is provided with the extra seconds than it could diminish the end results.
- If an ad is on air longer, people should be more likely to notice it
- A longer ad has more time to integrate the brand into the story in a memorable way
- Longer ads communicate multiple messages more successfully than shorter ads
- Longer ads can support more complex situations, potentially improving involvement

The risks for longer format stories
- For weaker ads, extra length runs the risk of including more aspects to dislike
- Longer ads are generally a little more difficult to understand
- it is often tempting to develop more complex situations, which in weaker ads lack clarity

The case for :15, :10 or :5sec format stories
- :15s are roughly 80% as effective as :30s in generating attention
- :5s - You can now buy 5 second ads. This might be installed to counter the TIVO effect. It is difficult to fast forward that accurately to avoid seeing the 5 sec ad.

The risks of shorter format stories
- creatively it is a lot more challenging to portray a typical 3-act story with a beginning, drama development and conclusion in 15sec. It can only hit one point and does not allow for much story telling. So a major limitation is what is possible creatively. Very often, a 30sec is already very short and wonders are done in the editing room

Conclusion: Additional time length does not necessarily make for a stronger execution - harnessing this opportunity depends on the creative executions themselves