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

 

Reach and Impact of media channels

There are various tools out there to measure how consumers are impacted by advertising messages in a broad array of communications channels that go well beyond traditional media like TV, radio, magazines and newspapers, including things like search, word-of-mount, public relations and the personal recommendations of friends, families, colleagues and even doctors.

What it shows is that many non-traditional media platforms have far more impact with consumers than the traditional ad-supported media, insights that could lead to profound shifts in media spending over time.
In fact, such personal experiences as "recommendations by friends/family," product sampling, coupons/promotions, professional recommendations, and examining products in stores, have significantly greater impact than any conventional media buys. The most powerful communications medium overall, , is print--albeit editorial content, not advertising. "Print articles" were deemed the most persuasive media channel, suggesting a bigger role for public relations in the future.
Television advertising ranks next, followed by in-store advertising, newspaper advertising, magazine advertising, company Web sites, online search, radio advertising and free customer magazines. Such traditional media as radio, outdoor, direct mail, cinema, branded Internet advertising, and transit ads ranked far lower in the study.

The problem is that a lot of high impact media vehicles have low reach. So the real question is how can we amplify these things?

 

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

Best Character Based Advertising

Advertisers are spending more than ever on the broadcast and cable TV networks. Even though online advertising has been robust, it hasn't stopped advertisers from keeping the bulk of their budgets right on TV. So what makes for great TV advertising?

It is clear that advertising based on a recurring fictitious character can be very successful. Brand characters or archetypes provide strategic direction without inhibiting creativity. An archetype creates a visual image and that has an emotional impact. In addition, if they are recurring they become a branding devise.

Here are some of the recent favorites build around intriguing characters.

Old Spice | The Man Your Man Could Smell Like

Character: incredibly attractive guy who can rattle off clever dialogue with witty, over-the-top, shirtless swagger. He is so smooth, he can do all this in front of your eyes. Actor Isaiah Mustafa

 

The Most Interesting Man in the World - Dos Equis

Character: a suave 50-60 year-old man who is a cross between Ernest Hemingway, Bill Murray, Burt Reynolds and Don Draper, the Most Interesting Man in the World harkens back to a mid-century concept of what a man's man should be. In love with women and booze, but classier than most, he travels the world seeking experiences.

 

Swagger Wagon - Ford Sienna

Characters: Hip hop rapping dorky family who love their minivan

 

Mac vs PC

Characters: PC: Actor John Hodgman, as a rounder, paler Bill Gates, is a well-meaning geek with all kinds of operating problems. A bit formal and somewhat polite, though stuffy and overly concerned with work—often being frustrated by the more laid-back Mac's abilities.
Mac: a man dressed in casual clothes (Justin Long) looking like a younger version of Steve Jobs who is casual and comfortable in his skin

 

The Importance of Music in TV Ads

Music is critical for creating great ads. Music delivers emotions, makes the ad memorable and provide a drumbeat for the video editing. It may contribute to increase the viewer’s general awareness of the message, to emphasize certain aspects of this message and even to creating a more distinct brand profile. It truly has a profound impact on the commercial. We all have examples of tunes we did not know but were brought to the limelight thanks to TV commercials.

From a consumer perspective, it can be quite rewarding: Hearing an awesome song in a commercial, then the glorious moment of finding it online and listening to the whole thing.

There are several approaches to matching the right music to TV ads.
1. Featuring a new song and artist
2. Resurfacing a forgotten song
3. Scoring an original track which just sounds good
4. Contemporizing an old song by using a remix or rearrangement
5. Creating an original track where the lyrics are customized for the product

Here are some great examples of good use of music:

1. Sony PSP featuring "Take me Out" by Franz Ferdinand

At the time this was a cool new track.

 

2. Heineken featuring Biz Markie - Just a Friend

Great example of resurrecting an old favorite. This TV commercial drove the song to the top 20 Iturnes charts. Consumers love this executions: "the cab driver gives more soul to the song than biz markie does"

 

3. Adidas Originals featuring Dee Edwards - Why Can't There Be Love

The adidas Originals neighborhood is where athletes, musicians, skaters, artists, entertainers and more all come together to show their colors, their style and their originality.

With this concept it is only natural to feature some really cool music.
 

Great Gap - Pardon our Dust from Spike Jonze

This is a great ad from Spike Jonze that has been doing the rounds in the viral world. The music works well for the ad as well. I have been told that there are re-cut versions of this one circuling around as well. Well done Gap!

So download the ad here

Download jonze_gap_ad_pardon_our_dust.mov 

Great Sony PSP TV ad

Click on this link to download and watch the Sony PSP Hells Yeah ad: Download PSPHellsyeah.mov . It includes some interesting language Squirrel, please

You can also watch the commercial here Click here to Watch

Superbowl ads are not worth the investment for Frito-Lay but Coke is returning to the game

Frito Lay

Longtime Super Bowl advertiser Frito-Lay is taking a pass on the Superbowl XL game this year,       
contending that despite all the hype, running a spot on the game doesn't really pay off. "I
have a little calendar page that says: 'Lay's runs Super Bowl ad. Awareness increases by   
.000004.' So although it gives you enormous bragging rights, the facts are, at the end of   
the day, it's a very expensive proposition that doesn't give you a terrific payback," said 
Irene Rosenfeld, the company's CEO. "We've chosen to spend our money elsewhere this year." 
The move is a telling one, since the snack marketer has only missed being in the game three
times since 1993. Super Bowl spots are expected to fetch $2.4 million this year, the same   
rate as last year, which many view as another indication that the game's attraction as an   
ad vehicle is waning. Visa and McDonald's are also reportedly opting opt out of Super Bowl 
XL.

Coke with Full Throttle

Coca-Cola is ending an 8-year absence in advertising on Super Bowl broadcasts, and will push its Full Throttle Energy drink in pre-game shows.Coke passed on spending $2.5 million per 30 seconds during the Feb. 5 game on ABC-TV, USA Today reported. For about half that, it got its name on the kickoff show, plus 2.5 minutes of pre-game ad time.Energy drinks, with caffeine and additives such as ginseng, are a growing market. Pepsi`s Red Bull leads with a 47-percent share, while Coke`s year-old Full Throttle has 7 percent. A 60-second Super Sunday ad plays off Full Throttle`s 16-ounce can -- double the size of a Red Bull can -- with a tagline of 'Let Your Man Out.'

Here are some key facts of the game:

- The event is a great testimony to advertising and about 90 million people or 41% of household ratings are expected to watch the game.
- There are about 50 minutes of total commercial time and more than 50 brands advertise in total
- The Superbowl.com website attracts nearly a million unique visitors in the week of the game
- Bands who perform during the game, see a significant sales lift of their albums in the weeks following Eg: Janet Jackson's album sales more than 100%

According to Spectra, potential Super Bowl viewers across the U.S. are typically males, 25 years and older without kids who live in Upscale, Traditional Family, and Mid/Upscale areas.

Here's a summary of what works and doesn't work

How to measure the effect of your superbowl investment?

Monitoring the ads' effectiveness and efficiency is vital. But because advertisements are so well

integrated into the fabric of the Super Bowl, they can be a great deal more effective than during most other events.

1. Ad recall (Message retention – aided and unaided).
2. Message recall (aided and unaided).
3. Surveyed intent to purchase following the ad.
4. Media attention and PR value.
5. Web site traffic during and following the event.
6. Post–event retail traffic.
7. Product sales

Monitoring this data throughout the event, including preliminary and post–game results, is essential; especially given the media attention the ads receive will extend them well beyond what is paid airtime.

Dare to choose a different film genre for your TV ad

A lot of the TV ads you see just use the same film genre to communicate their story. It might help to widen the horizon and chose a certain film genre. Here are some examples of TV advertising you can download:
Film Genre
· Adventure
· Romances
· Animation
· Fantasy
· Documentary

Download soccer_adidas_soccer_commercial_amsterdam.mpeg

· Musical
· Erotic
· Historical
· Comedy
Download womenwillneverunderstand.wmv

· Science fiction

This is one of the many product turned into robot and makes cool moves ads. I kind of liked it in the begining, but it feels old now. The dance moves were digitally recorded by Justin Timberlake's choreagrapher with the car parts electronically superimposed.

Download citroen_dancing_robot_car_ad.mpeg
· Thriller
· Drama
· Nature

This French ad promotes naturalism in a very natural way.

Download the_beach_naturisme.mov

· Reality TV
· Demo
· Foreign movie quality