With my background in Marketing and Advertising I present to you my newest addiction! A blog, simply focused on current advertising trends and developments. What do you get out of it? Understanding of todays advertisements, campaigns and companies. You can also comment an provide your own opinion. Follow me and be closer to understanding todays campaigns, one post at a time! Follow @adsimplified Getting closer, faster! **all posts and opinions are those of my own and not those of the agency I work for nor those of the companies mentioned in the posts**
Items tagged "advertising":
I’m Lovin’ it! Behind The Scenes
Let’s be honest, McDonald’s is soo GOOD!! Their big mac, heaven!! Also, everyone has questions about this fast food restaurant. You remember that campaign about those moms visiting the McDonald’s plant. They wanted to prove that the average mom would feel better about feeding their kids McDonald’s if they knew where the food came from. Plus, to prove to everyone else watching, that McDonald’s isn’t as bad as you think they are.
After that, media blew up with questions! Then the below video was made, explaining why the burgers in the ads are three times larger than the actual thing.
That’s when it got real! It became aware that MacDonald’s is not just another fast food joint; it’s a restaurant that understands their customer’s concerns and listens to their questions.
Not a lot of fast food restaurants actually do this, in fact, they just ignore it. People may assume this campaign is just another stunt MacDonald’s is pulling to just stop customers from complaining, I think that’s not true. What company would take that much time and effort in building a huge campaign like this if they didn’t really believe in their brand and what it has to offer its customers.
Check out the below outdoor ads all over the subway. Neat, in it? There’s even the iconic large ad burger versus the small real burger from the above video.
The campaign consisted of ads with questions straight from the consumer. Most of those have the answer written or illustrated to show that, McDonald’s is not hiding anything!
Pic one: “Only thigh, leg, breast, not the rest”
Is the McChicen really made from ground up pieces of chicken that cant be used for anything else and then breaded?
Pic two: “100% Beef not 100% Cow”
(description of the above two pictures) not a lot of people believe that McDonald’s uses the better parts of the animal in order to create their products so these had to be illustrated. Think about it, majority of their products are meat based, if the food chain could not openly answer that question, then there shouldn’t even be a campaign!
A personal favourite! “Why does my food never look like the food in your (McDonald’s) ads?” That is a great question and these ads are the reason for consumers’ scepticism towards advertising.
These ads include the various questions consumers have about the restaurant plastered all over. Questions like “why is there no veggie burger” or “what is the secret big mac cause” which are very valid questions. Now that I think about it, why aren’t there any veggie burgers?! If you ever plan on going to India, visit the local McDonald’s and check out their different menu catered the target. There’s a McVeggie, so why not in Canada?
With so many questions, it’s only logical to place them as ads all over.
Now, this is a campaign, not a direct conference between customer and company. So why would you even believe what is plastered all over town, from McDonald’s? Well, the first clause in the Canadian Code of Advertising Standards (ASC) it’s stated:
“(a) Advertisements must not contain inaccurate, deceptive or otherwise misleading claims, statements, illustrations or representations, either direct or implied, with regard to any identified or identifiable product(s) or service(s).”
Come on, how can you not believe what they say after that?
After researching this campaign for this blog post, I thought I would have an altered view of he fast food chain, if not a complete different one. However, I just feel like it’s better that I know, but it wont provoke me to eating more of MacDonald’s. At the end of the day a burger is a burger is a burger, and fries. MacDonald’s just happens to have really tasty ones in comparison to the rest of the fast food restaurants with similar burgers.
At the end of the day, it’s about making the customer feel comfortable and having them understand that it’s not bad food. I mean, it’s not my mums cooking, that’s for sure, but it’s not that bad either.
Good for them for opening up and showing exactly what they are made of, literally! It takes a lot for a company so scrutinized by every little thing they do, to open up, admit and answer whatever was questioned. Good Job! Vault worthy material!
Not Your Ordinary Billboard- Burt’s Bees
To promote its new Intense Hydration line, Burt’s Bees placed a clever “interactive” billboard on a busy street in Minneapolis.
The sign showed a woman whose dry skin was made up of thousands of product coupons. These “flakes” were peeled away by folks passing by over the course of a day, revealing an image of the same model with a creamier (presumably hydrated) complexion. The “before and after” effect can be seen in the time-lapse clip below, and the still images below that.
The video sends you to Burt’s Facebook page, where you can get your own coupons. The video by Baldwin& has garnered 30,000 YouTube views in a week.
That’s fairly sweet for Burt’s Bees, which, let’s face it, isn’t exactly the sexiest drone in the hive. It’s kind of creepy to think that passersby were symbolically peeling off a human being’s skin. But this is Minneapolis, so I guess anything goes.
The client was lucky some joker didn’t come along right at the beginning and snatch all 1,300 coupons in a skin-care-savings frenzy, forcing them to set up the whole thing again.BEFORE:AFTER:Source: AdFreak by AdWeek
In With The New, Campbell’s Soup Style!
It seems more and more companies are beginning to change it up a bit, or even a lot!
Changing packaging is a big trend this year with major companies. Coca Cola for example has been temporarily altering their package design for months now. Depending on the most popular event or topic currently in question, Coca Cola caters their design. Lately they have been coming up with Olympic, movie and even classic themed changes. With this happening, not once did Coca Cola alter, in any way the actual packaging, just the look. All in all, these are only temporary changes nothing permanent.
With temporary package design changes, the target doesn’t necessarily change. These are temporary anyways, so even if a significant amount of the target does not approve of such changes, it won’t be for long. Loyal consumers would not stop purchasing a product just because of a temporary package design change its just packaging, right? It’s not like the product itself changed; it does taste the same, proven by yours truly.
Other companies on the other hand, have not only altered the design but the package make as well. As you know Campbell’s Soup has altered their packaging to a more pouch design for their new line of ‘exotic’ soups, gearing away from its iconic red tin cans. Now, whenever companies change their line of product packages for the long term, the result can be one of two: either a complete success or a major fail! The red cans are still in production.
Campbell’s soup is a staple in ones household. Their packaging has changed over the years but nothing too drastic. It’s similar to the Coca Cola redesign earlier this year with the movement from iconic red to white polar bears! They geared far away from the design it was first known for. It’s one thing to change a design and another to alter the package the product is carried in. One major assumption of package and labelling changes are the thought that the actual food or beverage inside the package has also altered.
With the new labelling on the Campbell’s soup package, one may assume that the soup inside has also altered. Although, they are a new addition to the Campbell’s soup line, the make (the way the food is made) of the food can change and thus a company can then loose and/or gain loyal customers. This all depends on how the target prefers their soup manufactured and whom it caters too.
Since the packaging does change for this new line of products the target does evolve. The target expands to those who are looking for a different more exotic taste in their soups, which is understandable. Let’s see how this major change pans out!
In addition, to this major change Campbell’s has another package change catering to youth with a new Facebook app to top it off!
Strategic Campaign: Samsung vs Apple
The following post is not about how big of a competition they have between one another but about how strategic Samsung is with their ads and overall campaign, against Apple.
In order to keep up with all those Apple announcements and new product arrivals Samsung, being it’s major competitor, would need an awesome campaign. That’s exactly what Cheil USA did!
Of course, not all Samsung ads are targeted towards making Apple look bad, they do have class! There are two different sub campaigns happening at one time; one directly against Apple and focused towards the younger generation (18-39) and the other focused towards the older generation (40-65) illustrating what the target would get out of using such a device. SMART!
The Samsung Galaxy S III TV commercial is pretty great! Targets are shown, directed to and mimics one’s real life situations that their target would use the phone for. It essentially relates to the target, which is great! Ads show how the phone can be used and it’s benefits while remaining in the light of real life situations, such as a wedding, a wedding proposal or a loved on leaving.
On top of all the visuals, there are mini captions that pop up before and after each skit. Captions include “it understands you”, “sees your best side” and “keeps track of loved ones”. After that, who wouldn’t want to try the Samsung Galaxy S III out? It just keeps going, during each feature demonstration the name is shown below. That helps a lot when one would like to perform the same task at home.
One cannot be one of the biggest direct competitors with Apple and not bash them at some point in their ads. Not saying it’s a good or bad situation, just a strategic one. Right when the iPhone 5 was announced to come out, Samsung had their print and TV ads all over the place and ready to go!
A great way to understand the differences between one mobile device from another would be in a print ad. All the features are laid out and a direct comparison can be made between the two and even with other mobile devices. Let’s be real here, it’s all about Apple or Samsung at this time.
With this ad, it plainly lays out the benefits of the Samsung Galaxy S III without directly insulting or putting the iPhone 5 down, technically. It’s like the Coca Cola and Pepsi rivalry, they both insult the other without directly saying the other is bad. It is a very smart way to demonstrate to the target how ones product is better than the other without stepping over the legal advertising boundaries.
Just like the above commercial, the benefits of the Samsung Galaxy S III are demonstrated and explained. At the same time the new iPhone 5 and all it’s rummers are being mentioned. The different targets for each phone are clearly illustrated with the younger generation using the Samsung Galaxy 3 III and the older generation waiting in line for the iPhone 5. It is blatantly shown at the 52 second mark in the above commercial, when an older generation couple comes back to retrieve their spot in line from their son.
Overal, the campaign outlines what is good about the Samsung Galaxy S III in comparison to the iPhone 5, which is the point. However, because of all the negative publicity and lawsuits between the two companies, this rivalry looks worse than it really is. Very strategic and smart on Samsung’s part!
Mark Zuckerberg Speaks For The First time!
Quotes from Zuckerberg himself during his first speech after Facebook’s IPO’s:
Three points on Mobile:
“It’s easy to underestimate how fundamentally good mobile is for us,” said Zuckerberg. “First, there are more users. Second is, per person who’s using Facebook on mobile, there’s more engagement and they’re spending more time. Third, per person on mobile, we think we’re going to make more money on them than on desktop.”
You check in more, you share more:
“A lot of the energy in the ecosystem, it’s not going into desktop stuff anymore, it’s going into mobile stuff.”
^ I think that speaks for more than just Facebook. Mobile is becoming an asset in the Advertising world
Can you see it? the three logos right………………….^ there (friend request, message and notification icons) brilliant!
Zuckerberg on search.
“We do on the order of a billion queries a day, and we’re basically not even trying.” Most of those are people trying to find people, but it’s also people trying to find brands and apps.
The “legacy” search business: “You type in some keywords and it does some magic.” It’s changing into giving you answers. “Facebook is uniquely positioned to give you answers.” He gives examples of finding sushi restaurants your friends have liked, or finding a job at companies where your friends work.
“We have a team working on search.”Good point!“Yeah,” Zuckerberg says. “For me it’s not really about fun. It’s about mission. It goes through waves. There are times when everyone thinks what we’re doing is awesome. There are times when everyone is pessimistic. I would rather be in the cycle where people underestimate us. I would rather be underestimated. It gives us freedom to go out and do interesting stuff.”“I just want to build good stuff”
“When you look back 10 or 20 years from now, the legacy of this company should be that we’ve connected everyone in the world and they can share what they want.”Also, check out Mark Zuckerberg Has Clearly Grown Up!