Noticeability is the first test any advertisement has to pass. Research shows that a majority of ads go un-noticed thus leading to huge waste of marketing investments. Only a handful of ads get noticed and more importantly are recalled or remembered. Every week I attempt to share a few clutter-breaking creative ads. Here are a few from the week ending 27 December, 2019.
Burger King: Whopper of a Secret
Strictly speaking, this is not an ad. It is more like an ad for the creative thinking of the ad agency and the brand team throughout the year. It appears that in any visual communication of the Whopper, across TV spots, billboard, print and more, a Big Mac was placed behind the burger. The stunt was ‘revealed’ recently thus suggesting that the Whopper is bigger than its rival. More than that, it makes the brand appear cheeky, clever and thus strengthens the halo around it.
Booking.com: booking for every resolution
Sometimes, even a parity feature in a product or service can be made to look like a novelty, by simply presenting it in a fresh context. Though a series of short ads, Booking.com highlights filters such as being able to specify a location or select hotels which serve breakfast etc. The ads are endearing thanks to the realistic situations and the small twists at the end.
Tata Tea Premium: regional ads
Crafting region-specific ad campaigns is a norm in marketing. A state may contribute significantly to a national brand (e.g Hamam soap in Tamil Nadu, Santoor in Andhra Pradesh) and hence may warrant a ‘localised’ campaign. Sometimes, products have been crafted to appeal to a particular region. Recently, Titan Watches launched a product series aimed at Tamil Nadu. Another brand from the Tata Group has adopted a similar strategy with both a product and campaign aimed at specific markets. I liked the setting up of a typical stereotype or notion associated with that market only to end with a twist in the tale.
Agency: Mullen Lintas
Blast from the past: Rädda Barnen (Save the Children): The Lottery of Life
Back from 2010-11, a striking outdoor campaign involved placing two billboards side by side to dramatise the contrast in lifestyles of children in developing countries versus those torn by strife.
Agency: Lowe Brindfors, Sweden
Which one was your favourite? Do comment in.