Ideas

It can be hard to divorce the assessment of an adverts ability to connect with the mind of consumers and influence their behaviour from the subject matter of the ad. But I saw the following advertisement recently and it grabbed my attention, shook me and made me hate it. So, much as I can see how the cause is a worthy one, I have to assess it purely as a piece of communication if I’m to understand what I think it is that doesn’t work and why. The ad opens with a classic British comedy-sketch-style set up. I suspect my associations with comedy shows like The Two Ronnies and Not the Nine O’Clock News were triggered and my unconscious was primed for an entertaining, dopamine-releasing pay-off. My unconscious was in for a disappointment. Whilst, I could personally identify with this unhappy scenario, I found the characters portrayed smug and dislikeable. […]

It’s not too hard to speculate on how the artificial nature of the research process could have arrived at this ‘insight’. Frequently market research implicitly requires respondents to justify unconsciously driven purchase decisions at a conscious level. Human beings are adept at conscious post-rationalisation – it’s what we do all the time to feel in control of our lives. So people asked why they buy a particular drink don’t say things like, “Because squirrels whispered the name to me at night”, they say, “Because it tastes better.” Probing what’s better about the taste simply compounds this problem. Tasting the product and those of competitors in the exercise compounds it even further. But the agency made a fun advertisement: indeed all of the ads get great ratings on You Tube. I expect they attract attention and they’re probably pretty memorable too. So by almost every measure brands use to track their […]

http://www.youtube.com/watch?feature=player_embedded&v=F_-9QFvhQWo If you can spare the time please watch both and then watch them for a second time. Do you have a favourite? Clearly they are both out to achieve exactly the same thing. They want to plant their website name in your mind so that, when that occasion arrives each year for your car insurance renewal, you will make an association between their message and the process. It’s a challenging market to influence. Insurance is a low interest category and most people would prefer not to think about it unless they absolutely have to. The GoCompare advert certainly gets its name across. The use of a melody means the mental imprint is much stronger. The tune will bounce around in the mind of many, imprinting itself in the process. This is a good example of a marketing meme. A word, phrase or line that sticks in your mind and […]