Andres Teletransporter

Talk about alienating women...

The Joy Formidable at Notre Dame

About a month ago, the Welsh band "The Joy Formidable" performed on campus at Legends. I got the weekly email from Legends which mentioned somewhere within the email that the band was performing the next day and got super excited as I had already seen them live, while opening for Muse in Madrid. I told my friends how good they were and rallied a bunch of people who, although had never heard of them, took my word for it and got excited in turn.
Planning on getting there early to get a good spot in line, I was a bit worried when I realized I was running late and would only get there about 30 minutes before the concert started. When I got there, however, I was pleasantly surprised to see that I was third in line. There was no one there yet.

The opening band performed on a close to empty venue and though more people had arrived when the Joy Formidable came on stage, Legends was still noticeably empty. The opening band did a great job at warming out the crowd, but the Joy Formidable took it to another level. They absolutely rocked on stage and put the crowd into a frenzy, which is particularly hard to do when most people haven't heard you before and even harder to do when you have an almost empty venue. You had to give it to them, they're just that good.

So what happened then that caused such an amazing band to go unnoticed? Well, lets look at the media strategy taken and how it measures in terms of engagement:

Media Strategy: email sent by Legends of Notre Dame to Notre Dame students. Subject line: "If you could go anywhere, anywhere... Go to Legends". Sent on wednesday Apr. 10, show was Apr. 11.

Matching: GOOD Only ND students received the email and since this was the target audience, this criteria was successfully met.
Monopolization: NONE. The email sent was an advertisement for Legends, containing an ad for this band and several others. The media strategy failed completely in this criteria. 
Moment: NO. The email was sent one day before the concert. As an email, it doesn't ensure capturing people's attention at their decisional moment. If people opened the email and saw it before they had plans for the next day, moment was good. However, if they either didn't open the email until after the concert or if they already had plans, moment was not good. When I spoke to my friends however, no one had seen the email.
Mind-set: MAYBE. The email had references to other indie bands (if you know anything about indie bands, you know that one of the reasons they're indie is because few people know of them) and one of their most famous songs. People could've gone online to look for the song but I wonder how many did it.

With an empty venue to such a good performance as proof of failed advertising, I see questions arising within my mind. However, for the purposes of this blog, I think the most important take-away of this case study is that advertising exclusively through email is dangerous. Based on the responses of most of my friends who came because of my involvement but who said that they hadn't even see the email, I can safely conclude that we rarely pay attention anymore to weekly emails or newsletters and advertising solely through email can result in failing the most important step of advertising: getting people to see it.

"So, some smartphones are smarter than other smartphones...?"

This is an advertisement for the Samsung Galaxy S4 phone. The ad depicts a graduation party at which all of the teenagers have Galaxy phones and their parents have iPhones. Samsung tries to get this simple message across: the Galaxy is the hipper phone. The ad is effective because it accomplishes that message in a way that's less about how bad the iPhone is and more about the cool features the Galaxy offers. One grad shows off a few of the capabilities the Galaxy has that the iPhone doesn't, such as touch-free phone answering.

The campaign doesn't just target youths, however. Samsung is smart not to isolate older smartphone users, as another commercial shows a middle-aged parent at the graduation ceremony taking photos on her Galaxy and showing off other innovative features. A twenty-something in the row behind is in awe of the technology this women is using and she's flattered that someone so young thinks she's cool. Here it is:

Nokia Lumia

I recently saw the new Nokia Lumia ad on television. It was really funny. It was set at a wedding where half of the people used iPhones and the other Samsung phones. They get into a fight about who has the better phone. The tagline line though is really weak, basically saying that the Nokia Lumia (a Windows phone) was not one of those other phones. It basically is trying to sell the Nokia based on the idea that its not a top selling phone. I see how it could appeal to those that want to be different, but the message is kind of weak and makes the Nokia seem like less of a phone.

Really Mountain Dew?

I don't really want to analyze this commercial.  I'm only posting it because I think within the next few days Pepsico will try their best to take it down and it might be one of the worst advertising decisions ever made.  On a brighter note, I'm pretty sure Pepsico will be looking for some fresh marketing talent shortly.

Warby Parker Class Trip and Social Media

Today is our last day of classes, and reflecting back on my first year of business school, I can wholeheartedly admit that I have had some pretty dynamic marketing experiences in the classroom.

So far my favorite class has been Advertising Management and my reasons for liking this class really lie with the strength of our in-class discussion.   I think that the opportunity to talk about and discuss ads are a really important component of the creative process and can really speak to a deeper understanding of what these ads really mean.  Furthermore, I think the ability to add an academic understanding to these ads-- specifically what the ad means, and a point-of-parity/point-of-differentiation can really help viewers understand how the ad speaks to certain parts of the consumer demographic.

For example, the discussion in which we talked about social media and the implications of a Facebook, Twitter and Instagram strategy were really important.  At work, and specifically within the investment banking/finance industry, many companies view a social media strategy, and platforms such as Facebook and Twitter as risky.  These companies feel that they cannot control aspects of the conversation that take place between users of their products and services.  What these companies fail to understand is that Facebook and Twitter conversations should not be monitored, but can be used to glean insights about what the public is saying about the brand, and later use that information to make key insights and recommendations.  

That said, when completing our LiveCase on the Warby Parker Class Trip, and looking deeper into why the company uses social media to demonstrate its positioning as a point-of-difference, I think this aspect speaks directly to the Warby Parker demographic. This demographic believes heavily in an alternative lifestyle and other aspects that make it different from other target groups. What's more, the Warby Parker Class Trip campaign also features regular people (in terms of the people in their target cities) who are also Warby Parker enthusiasts and have a strong understanding of the Warby Parker brand.  I think that the Warby Parker Class Trip campaign makes a strong case for the importance of a social media/digital marketing strategy and how it can really be used to demonstrate an understanding of brand's target through unique and non-traditional platforms.

Tough Mudder

This past weekend I completed my first Tough Mudder.  If you haven’t heard of a Tough Mudder, check this out: http://toughmudder.com/video/.  It’s basically a half marathon through the mud, with the occasional wall to climb, ice bath to jump in, or wires to electrocute you.  The event was insanely popular and crowded; I never knew so many people enjoyed pain.  Unlike most races, time didn't matter at all and the goal was just to complete the course.   Teamwork and camaraderie were placed above individual accomplishments and I am proud that all eight members of my team crossed the finish line.  Beyond enjoying the event, I was very impressed with their advertising.  I first found out about Tough Mudder because some friends of mine participated in Toronto and proceeded to plaster their Facebook walls with awesome photos.  That got me interested enough to check out the website and see if any events would be in my area.  When a classmate said they were putting a team together to travel to Ohio for the Mansfield event, I was all in. 

My Digital Badge

Tough Mudder has grown tremendously in the past couple of years, with the bulk of their advertising coming via sharing of photos on Facebook, Twitter and Instagram.  It has to be a very budget friendly advertising plan.  They are really good at it.  To start with, the event is hard so people want to share the fact that they did it.  Secondly, the photos that you get are awesome and people want to share them.  In fact, all eight of my teammates currently have a Tough Mudder photo as their cover shot on Facebook.  They also sent me a free digital badge as soon as I completed the race, allowing me to claim it and share it on whatever sites I chose.  They highly encouraged me to make it my profile picture on Facebook  but I managed to resist that and just shared it on my wall.  My friends all “liked” my photos and maybe one day they’ll compete in a Tough Mudder of their own.  By creating something that people are proud to share about, Tough Mudder has been able to really utilize online channels to grow their brand.

My Team - and also my Facebook cover photo
(Those orange headbands aren't for sale, you have to finish a Tough Mudder to get one ...  you know you want one)

Tide & Downey: The Princess Dress

Tide and Downey's new television commercial The Princess Dress caught my eye because it offers a new spin on the notion of who does laundry. The ad features a dad and his daughter. The father is featured talking about his daughter's favorite dress and depicts her eating and playing. The commercial is targeted towards fathers and creates a positive connection between fathers and their relationship with their daughters.

The ad also features  both Tide and Downey clearly defining the brand benefits for both - Tide to get out "week-old stains" and Downey to "make clothes fresh and soft". At the end of the commercial, a great parallel is drawn. Just like dads and daughters are better together, "Tide + Downey: Great on Their Own. Better Together"

Crown Royal Billiards

The “Billiards” Crown Royal ad does a great job of connecting to a young segment while not alienating an older one.  This ad targets the male who is in his late 20’s or early 30’s, who is leaving the transitory 20’s stage on his life and is moving toward his mid-adult years with confidence.  This person knows what he likes and has tastes that are becoming more refined as he gets older.  This individual doesn’t forget his roots, though, and knows that where he came from made him who he is today.   

There are a couple of things that stand out most to me in this ad.  With the music and the smokey bar, and the way that the narration describes the young man knocking down shots at billiards there is an aura of classic cool.  Crown Royal is saying that it is a classy, and dignified drink.  It is not a party drink, or a college drink, but one that you enjoy if you have level of sophisticated taste.  This directly connects with the younger drinker who is starting to develop and look for more refined taste.

What also stands out in this ad is the way that the young man and his father bond over billiards and Crown Royal at the end of the ad.  This allows Crown Royal to refrain from alienating its older segment of customers while being able to promote to a younger one. 

Coors Light Cold Hard Refreshment

This ad seems so simple.  It is to point out to the target customers that Coors Light is the coldest light beer.

Coors Light Snowboarder

I did not know this, but the man that delivers the Coors Light to the waitress is considered the best adventure snowboarder in the world.

It targets your young male consumer - male - 21-35.

We laugh in the beer industry about Coors Light being the coldest beer and the mountains turning blue and stuff.  Coors light will be the same temperature as any other beer in the cooler.  But it is about perception.  And if you go to bars you'll see our consumers excited about the mountains being blue.

Coors basically followed the same campaign that MGD rolled with in the early 90's about COLD, refreshing beer.

But hey, it works.

Not all can be digital

Below is an advertisement for the French toilet paper company Le Trefle, which I thought was fantastic. It relies on the customer insight that many of our daily routines have changed with the advent of digital print and tablet computers. Toilet paper in this ad competes in the frame of reference of "daily routines" and differentiates on the fact that toilet paper can never be replaced with a digital alternative (at least let's hope not). I like how the ad chose such a unique frame or reference and that it differentiates not on softness or durability, but simply on its paper material. Sometimes advertisements don't need to find that "it" factor that makes their product better than every other product in the category, they can simply rely on clever consumer insight and a unique frame of reference to make their product appealing. The jury is still out on whether this ad actually drove new users to the brand.

For you non-French speakers out there, the tagline at the end translates to: "Paper has a great future". Love it.

Jameson Subway Ads

When I was thinking of ads that grabbed my attention recently, Jameson's new subway ads came to mind. I saw them in New York over break, and the subway car was lined with multiple Jameson ads, each with a different scenario. They all painted a picture of the type of man John Jameson was, along with touting the "Taste Above All Else" tagline. I was struck by the clever copy, and saw the brand was trying to create a picture of its founder, while insinuating a picture of its users. Below are two examples of what I saw on the subway:

Jameson - Friends
Jameson - Ben Franklin

Arrested Development Print Ads

I have recently seen print ads for the upcoming season of Arrested Development:

Mr. Manager

Dead Dove

Never say Never

The ads are very clean, simple, and minimal.  They all feature one object, with a plain background.  Some have a few words written at the top and then “AD2013” and the Netflix logo.

These ads are targeted at current fans.  They contain inside jokes; if you are familiar with the show and understand the significance of a pair of shorts or a banana, you are in on the show’s reoccurring joke and will get the ad.  If you are unfamiliar with the show, a picture of a banana won’t necessarily ignite curiosity.

The ad doesn’t give out any information.  The name of the show isn’t on the ad (it just says AD), and we are given the year (2013) but not the month or day.   The target audience, who will understand the ad, already know that it starts May 26, 2013 on Netflix.  

Lilt: Lobsters on South Beach

Following on from the Jamaican VW ad last week, I recalled this ad which was really prevalent within the UK for a while.  Lilt is a tropically flavored carbonated soft drink and has been marketed as a Jamaican experience since its creation.  When this ad was released many people could not figure out whether it was offensive or not.  Personally, I think it is pretty hilarious.  Please watch and decide for yourself:

Lilt: Lobsters on South Beach
Robbie

Ship My Pants

K-Mart Ship My Pants this is a great ad. I think it shows a benefit, and it says there is a reason to come into the store and use the shipping option, too. Important because retailers are struggling with linking stores and on-line, using the store for trial and touch, and the on-line option for managing inventory and costs. I like how the sales people have ipads, so it says that you don't have to have the internet and a computer at home and know how to use it, and a credit card, to do this. Maybe for current users, maybe for ex-users. Oh, and they have to find a positioning / frame of reference other than Not Target and Not Wal-Mart.

Budweiser 9/11 Tribute

This ad aired in January 2002, the first Super Bowl after 9/11. Budweiser is one of the few brands with enough brand equity/nostalgia to be able to produce something like this tastefully. The ad was meant for everyone and was not just about selling beer. The ad pulls at your heartstrings and gives you a moment to reflect.

Doritos Beer

This ad was part of Dorito's commercial contest campaign. It was produced for the Superbowl and aired in 2009. It targets the 21-24 year old male with humor and is a good example of a typical Doritos commercial.

Bud Light Commercials

Bud Light Commercials...Updated included with the hyperlink from my last post. Some interesting Bud Light commercials targeting the 21-24 male age group.  They relate to the younger generation through humor and use interesting situations. They relate to older males as well who think the commercials are funny and do not alienate them by mocking the younger generation.  

Old Spice FreshnessThe new old spice shower commercials, literally like their tag line "make you smile" and by creating humorous and ridiculous scenes, make a mark that the soap is all about freshness.

Miller Lite Ad, Dick

Miller Lite Ad, Dick

Bud Light Commercials

http://www.youtube.com/watch?v=PSGySgH411A

Some interesting Bud Light commercials targeting the 21-24 male age group.  They relate to the younger generation through humor and use interesting situations. They relate to older males as well who think the commercials are funny and do not alienate them by mocking the younger generation.  

One more ad....

As I have been going through the reading, I started thinking about unintended consequences ads create. The last Superbowl commercial for GoDaddy did that for me. I had seven websites with them for various business and called the following day to cancel them all. Apparently, other people did that as well. With out further hold up, behold:

You Shouldn't Say, "No" to Panda

I noticed a "all" the ads on this blog are focused on either an America market or a South American market, so I looked attempted to recall ads targeted at other markets. My intent in doing this was to find an ad that was so good it made me sad that I could not have the product. Behold Panda...

I watched this about a year ago and instantly wanted to go an buy it. I had no idea what it was but I was uncontrollably driven to buy it. The humor in these ads appealed to me in such a way that I wanted to use the product... whatever it was.

When could not recall seeing it in stores I did further research and discovered it is not widely available in the United States. I found out it was cheese... I love cheese. For the last year-ish, whenever I eat something with cheese I am reminded of the Panda. It brings a smile to my face and I find myself wishing I could be eating the Panda cheese.

What about you all? Does this ad make you want to buy it?