Pinterest is an interesting new social-sharing website.
I've never thought about how companies could use such a tool to conduct consumer research, but it makes a lot sense -- especially for prototype testing and trend spotting.
This M&M's ad makes me happy. There is something about that rounded three dimensional red shape that makes me feel warm -- like I too need a hug!
I think circles are one of the best shapes in the world. It is organic, soft and gives a feeling of protection and wholeness. The fact that this ad features such a reassuring dominant shape is a nice move. I don't associate passion and romance with this ad as much as I think of indulging in a whole bag of M&M's by myself. The ad makes me look at the bag as a way to nurture and treat myself.
Of course, my goodwill towards this ad is aided by the fact that the M&M's characters are iconic and well loved. Consumers like me trust them because they are approachable and friendly (exactly what the candy is about!). Developing credible spokes figures for a brand can be tough, but M&M's has done a fabulous job.
"Companies need to forget the distinction between message and experience."
"A brand's trust level is based on the fact that there is no disconnect between the promise and the experience. When the promise is not being delivered, the contract between people and the brand is broken."
-- Marc Gobe
These are such simple statements that ring true, but are time and again forgotten by brands. Now a days, marketers try to think of crazy, complex, and outrageous ideas to promote their products/services, disregarding their actual capabilities. The messages on TV and in print ads often do not reflect reality, and can mislead consumers to expect more than they should. This ultimately leads to disappointment, distrust, and disillusionment. The danger with over exaggeration is that it can come across as disingenuous and trying-too-hard.
I believe the State Farm Magic Jingle campaign is one such example that "jokingly" over exaggerates. The produced effect is a sense of juvenile pompousness and a disconnect with what people truly want in an insurance company (hint: it's not glamor, attractive agents, or hot tubs).
"Find out what else State Farm agents can do" for me?
How about be straight forward, competent, and realistic?
I love commercials with great songs! Especially ones that don't include a lot of spoken narratives. Instead, the focus is on the visual experience and the emotions evoked by the featured song.
Commercials that allow me to participate in the meaning-making / meaning-interpreting process are my favorite because I like to imagine stories beyond and deeper within what is being presented. Well chosen songs help me make connections and paint pictures.
Here are two of my favorite commercials with great songs:
The songs in these commercials are amazing because they not only set the mood for the visual messages being delivered, but their lyrics are also a part of the story being told. In both cases, film and lyrics combine to weave understanding without the use of written or verbal explanations. Genius!
When everything is in harmony within an ad, I get goose bumps :)
I’ve never been a big fan of scales – not because I fear what I might see in it, but because I've seen the effects it can have on the confidence of others.
To me, the scale judges; it is an object from which people seek approval. I imagine that most people become anxious before stepping onto a scale, much like how people become anxious before giving a presentation before a crowd. People want the scale to approve of them, tell them that they are worthy, and that they pass the test.
Since I don’t like scales, I find this ad to be distasteful. To me, the story here is that the scale has evaluated me and told me that I am now allowed to be proud of myself. The entire idea is uninspiring because pride should be something that comes from within, not something that you are allowed to feel after permission has been given (like a game of “Simon says”). The hot pink tiles in the background also turn me off. They conjure up images of wounds and hurt feelings.
From a marketing brainstorm perspective, I can see how this ad may have been considered fresh and interesting. However, decision makers should really try to discover and evaluate all possible interpretations of an image before running with it.
After seeing this ad, I would rather not “take the Special K Challenge.”
I went shopping at the grocery store today. As I was wheeling my cart around, striking aluminum bottles with sharp design caught my eye. I thought to myself: “Oh, must be a new kind of beer.” But closer inspection revealed that they were actually Pepsi bottles – limited edition bottles for the 2012 Super Bowl.
My immediate reaction was to think the Pepsi marketers clever; they are trying to make a soda look more like beer, which is the beverage of choice at most football game-watch gatherings. True, Mountain Dew has held similar campaigns in the past (the Green Label Art series), using aluminum packaging as a shock factor to create hype. However, Mountain Dew’s strategy involved inviting artists to create graphics and illustrations that would wrap around the bottles, giving each bottle an urban, graffiti look. In the case of Pepsi however, the limited editions appear to employ familiar visual cues to evoke the look and feel of traditional beer packaging design.
I thought this was quite smart because the social norm in America is to drink beer while watching sports. Though sports fans include women, men are the predominant consumers of sporting events and will often hold game-watch gatherings. Drinking beer is considered a manly thing to do. In order to promote increased sales during the Super Bowl season, Pepsi has disguised itself to appear more "manly."
Borrowing associations from a different category is an interesting tactic.
This ad first caught my eye with its
display of strong geometric patterns and sharp contrasts. The more I studied
the scene however, the more I was captivated by the meaning I could find behind
it. To me, this image is a fantastic metaphor for marriage.
In the photograph, a well-dressed (and
therefore successful & promising) couple emerges from a set of arched
doorways. They are crossing through a threshold in life together and are intently
focused on each other. They head up the stairs (“up” being a positive direction)
to a new world that cannot yet be seen. However, this new mysterious world is
big, fresh, and full of light. Their future seems full of promise, and a
Tiffany’s engagement ring signifies the beginning of this journey.
Interestingly, even though I interpret
this as an engagement ring ad, nowhere does it actually say the words
“engagement” or “ring” on the two-page spread. For all I know, the man could be
holding a mother’s day present that he will later give to his grandma. But
here, my mind has subconsciously filled in the gaps and created a story based
on what I know about Tiffany as a brand.
Through effective marketing, Tiffany &
Co. has educated and trained consumers to automatically associate its brand
with engagement rings, luxury, and romance. The brand has been relentlessly consistent
with the messages it presents, the images it uses, and the color scheme it employs.
Most people are able to recognize the “Tiffany blue” when they see it. To be
consistent and strong in all communication touch points with consumers has allowed
Tiffany & Co. to become tremendously successful in building a distinctive
brand and gaining traction in the consumers’ minds.
Flipping through a magazine, I was immediately
attracted to this two-page spread because my first car was a Toyota. Over the
years, I've grown very attached to my car, and even gave her a name -- Sophie.
So, needless to say, the brand holds a special place in my heart.
But biases aside, I am
impressed by this particular ad because, in its simplicity and clean layout, it
communicates that there is a Prius for every personality and lifestyle. By recognizing
that each consumer is unique and desires a distinctive way of representing
him/herself, Toyota has unlocked an effective way to connect with consumers.
The company provides enough
options to make each Prius distinctively unique, but not so many as to
overwhelm and confuse potential buyers. The manner in which the four lifestyles
are portrayed – with modular, lego-like pieces – further emphasizes the message
of customization. Furthermore, I find the color scheme of the ad appropriate:
green speaks to environmental sustainability, while different shades of blue
evoke a sense of cleanliness and high technology.
According to Clotaire
Rapaille, Americans derive a strong sense of identity from their cars. If this
is true, then Toyota’s Prius Goes Plural
campaign is definitely “on code.” The message here is
that you do not have to be a “hippie” to enjoy the Prius technology. No matter
your lifestyle, you can still be a part of the club. This campaign is a clever
way to attract consumers who may not have been interested in the first
generation Prius; it makes the Prius more approachable.
