Category : Commercials

advice for millennials

Dodge’s 100th Year Ad Offers Appropriate Advice for All Ages

In a world where Facebook, Twitter, Instagram and Pinterest converge to share perfectly Photoshopped squares of beaches, sunsets and open fields with inspirational quotes superimposed on top; Dodge’s 2015 Challenger commercial comes as a refreshing change of pace.

The debut of the 2015 Dodge Charge, 2015 Dodge Challenger and the latest SRT Viper Package coincide with the brand’s 100th year, and the commercial definitely makes a case for the popular saying, “with age comes wisdom.”

To make its point, the commercial features a group of Centenarians (which shouldn’t be confused with Millennials—the number references can be a bit much), giving some solid advice they picked up during their 100 or so years on planet Earth: “live for now,” “there are miracles all around you,” “always tell the truth…” when, after a bout of devious (or was it pitying?) laughter, they start giving us the same type of advice that perhaps a high school football coach might give to his slacking players.  And solid advice it was, indeed.

Besides motivating us to “buck up” a bit, this ad got us thinking: who is the target audience of this advice, and more curiously, who is the target customer Dodge is trying to reach with this advertisement?

While the second portion of advice seemed all too reflective of what many feel about the Millennial generation, important statistics about car purchasing demographics remain.  In an article titled, Car buying demographics shift as baby boomers age, studies show that “the 55-to-64-year-old age group, the oldest of the boomers, has become the cohort most likely to buy a new car,” and that 79% of Millennials aged 20-24 had a driver’s license.

Senior adult on the beach with a restored 1967 convertible GTO

It is more than likely that this commercial was produced for the top car buyers in America, the oldest of the baby boomers, striking a solid balance between target marketing and mass marketing.  Finding a way to market to a large quantity of people of high quality consumers requires a solid understanding of both general and specific purchasing tendencies of your groups.  Strictly target marketing made for this particular demographic—the elder baby boomers—had the potential of pigeon-holing the entire campaign; and mass-marketing may have left much to be desired in terms of messaging, content and entertainment. However, a savvy advertising call resulted in a marketing message that can resonate across all age groups: be bold, be bad – it’s cool.

Breaking Bad

Breaking Bad, Twitter Spoilers & What It Means For Advertisers

Are Breaking Bad fans really paying attention to those TV ads? Well the companies fighting for that spot sure hope so! Some of the largest brands in the US are seeking a 30 second spot on Breaking Bad; and that may cost them up to $300,000. The advertisement cost is almost double that of ABC’s Revenge where a 30 second slot only costs $155,501. Last year, AMC asked for $375,000 for a 30 second slot on Walking Dead. With only the season finale left of the season, will the last minute spot price beat out the Walking Dead?

While companies are focused on fighting for these commercial advertising spots on primetime television; what are viewers really up to during this time? Twitter has already entered the television world through hashtags tracking trends. Have you ever seen them on season finales and premieres? Well this new trend is good news for TV broadcasters and advertisers. Tweets are increasing viewership and program ratings. There is an inherent pressure to watch in real time – if you don’t, you’ll know the outcome before you get a chance to watch your show. This was recently confirmed in a study from Nielsen. The study showed that more than half of viewers are involved in social media during program time and about one fifth of those viewers were actively reading or discussing the program online.

Twitter & TV

Tweeting about your favorite shows gives the viewer the chance to interact with others discussing the talent on reality shows like Dancing with the Stars, spoiler alerts and all those unexpected twists! Some companies are being threatened with the pressure to keep up as spoilers are released and fans are tweeting while the show is airing. The benefits of forming a partnership could help these broadcast companies in the long run.

Twitter is stepping deeper into the television industry with its advertisement product Amplify. A new partnership with CBS brands has recently formed. Twitter users will now have instant replays of 42 different CBS shows with 5 to 10 second ads. Twitter fans can retweet summaries and videos hopefully reaching out to bring in other viewers.

Twitter is changing the way viewers respond to television every day. While the broadcast companies are benefiting, they must better use it to their advantage.

Is being viral effective enough for Dollar Shave Club?

Introduced last year, Dollar Shave Club lends many forgetful men a hand shipping out blades every month for as low as $3 per month (including delivery) to make sure that every man gets his face clean. The first video of Dollar Shave Club “DollarShaveClub.com – Our Blades Are F***ing Great” gained 10.5 million views so far, winning Best-Out-of- Nowhere Video Campaign in 2012. And there is no doubt about it. According to Business Insider, advertisers need to bring out psychological responses – namely: emotions. They can be funny, warm, nostalgia, shocking, negative, and many more.

The first Dollar Shave Club’s video is hysterical. It embraces being funny, sarcastic, and honest. However, in spite of gaining 10.5 million views on YouTube, the company currently has 200,000 customers, which accounts for only 1.9% of total viewers. The bottom line is…? We can only guess because the company hasn’t revealed its total revenues just yet. But, considering how the company cuts out the middlemen from its supply chain, doesn’t use big celebrities in its communication, and relies on social media, the company has undoubtedly saved a huge sum of budget.

As we all know, more customer acquisition brings more revenues. Yet, we have to keep in mind that viral campaign is good at generating buzz and impressions. And within that impressions there could be intended and unintended target audience. If you have 10 million viewers, that’s great! But, it doesn’t mean that they will eventually become your customers. Some other kinds of marketing techniques like direct marketing and events may be needed to help gain more customers and generate more sales. Take Gillette W.A.L.S. campaign in 2009, for example. The campaign started by forming a group of women insisting men to shave. The campaign went viral on both social media and national media. And Gillette came in with shaving event and promotion. The result? The sales grew 500%.

About a week ago, Dollar Shave Club launched a video “Let’s Talk # 2” on YouTube, promoting its second product for men “One Wipes Charlie”. The video nearly has 1 million views. The product is available to add in the cart without committing to monthly subscription. We expect that the video will surely become popular again. But, will the viral nature of their marketing be effective enough to grow the business? We will have to wait and see.

 

BP-Netflix

Netflix Viral Marketing Campaign

 

            If you are a Netflix member/ user, you probably already have heard about the new season of Arrested Development that just came out this past Sunday. There have been several areas where Netflix has been advertising its release. Personally, I have Netflix on my Xbox, and the first thing I would see for a couple of days on the Xbox Live home screen was a big ad for Arrested Development. Smart move on the part of Netflix to try to get maximum exposure from Xbox Live users. This was a smart way to get to Netflix users as you can access Netflix right from your Xbox, but there were a couple other very interesting ways that Netflix pushed Arrested Development.

            One way Netflix has pushed Arrested Development is by bringing it to the streets of New York. Straight from the show, they set up the Bluth’s Original Banana Stand in various spots in New York City selling frozen bananas for about a week. On the banana stand’s final day, fans were told to show up as “nevernudes” by wearing jorts, which is a staple from the show. This interactive strategy brought people to the streets of New York to gain an interest and familiarity with the show. For current fans of the show, it was a great way to interact with something from the show. It was also a great way to create new fans for the show. Netflix sent emails to many members of the media to promote the show by having the email come from one of its characters Dr. Tobias Funke. The email explains that there is a website where you can post his face anywhere in your YouTube videos. He went as far as to make a YouTube video as well. The ability to place Tobias’s head in any of your videos is a new, funny way to interact with Arrested Development.

            Netflix did a pretty decent job with their viral marketing campaign raising awareness for the release of the new season of Arrested Development. But will this lead to more viewers watching the show? Will it increase the amount of members Netflix has? Do you think you are more likely to watch Arrested Development on Netflix, or get a Netflix account after seeing these new and fun advertising pushes? Tell me what you think.

Using Songs In Advertisements The Right Way

The Black Keys’ suing Pizza Hut for using a rendition of their song “Gold on the Ceiling” to advertise their pizza is not the first time an artist has voiced distaste over their song’s use in a commercial and definitely it won’t be the last. When used in the right time and context, a song can make the advertisement infinitely more effective and enjoyable. It becomes a mutual win for both the artist recording the song and the product being advertised. When the song is mishandled by the agency, on the other hand, the ad becomes an unwanted houseguest for both the artist and the fans.

The Right Way

Chevy Sonic: “We Are Young” by Fun.

Back in February, this ad during the Super Bowl brought an unknown indie band into mainstream lore and skyrocketed their single to the number one for six weeks in a row. The anthemic chorus matches perfectly with the chilling images of the Chevy Sonic skydiving, doing backflips, and bungee jumping. The lyrics of the song go hand-in-hand with the theme of the advertisement and the car’s brand image. This ad was a win-win for everyone involved.


Lincoln Cars: “Get A Move On” by Mr. Scruff

The infectious yet elegant, jazzy sounds of this track complement the classy branding that Lincoln is known for. The moving doors, folding seats and mirrors, are the icing on the cake for this slick advertisement. This campaign had thousands calling Lincoln’s 800 number to ask what the song was. One of the car jingles that will have you humming long after the commercial is over.

The Wrong Way

“This is 40” Trailer: “We Are Young” by Fun.

It’s funny how the same song used in one advertisement can make an adverse effect on another ad. But that’s where advertising expertise is put to the test. “We Are Young” actually distracts from what’s going on in the trailer and makes for a sloppy advertisement. First, by the time this trailer was released, radio and pretty much all mainstream culture had overplayed the song to the extent that the song had wore out its welcome. The marketing department at Universal had missed the boat. Also, though the song may fit the theme of the movie, it does not correlate with what goes on in the trailer. The trailer moves at a glacial pace, which contrasts from the grandiose nature of the song. What we get is a very awkward looking preview.

Royal Caribbean’s: “Lust for Life” by Iggy Pop

In a classic example of an inadvertently inappropriate song choice for a commercial, “Lust for Life” is set as a backdrop for images of people rafting, sledding, and rock climbing. Seems like a good fit…until you look at the original lyrics, which talk about “liquor and drugs” and the “flesh machine.” Yeah, that’s definitely what Royal Caribbean wants to be associated with. The poor choice of music in this ad was even the subject to an Onion article parody. It may even get a younger generation to reinterpret the classic song, thus distorting its original message. A harsh reminder that ad agencies should do their research.

The use of music has become ubiquitous in commercials that advertisers often forget the significance of matching the lyrics of the song to the advertiser’s message and not overplaying a song (“How You Like Me Now” by The Heavy also comes to mind.) Just like the soundtrack to a movie, the song choices set the tone of the commercial, in which case often make or break an ad’s effectiveness.