Embrace Life: Using love to get your point across

This ad, created by the Sussex Safer Road Partnership in England, is designed, like many other road safety campaigns, to encourage viewers to remind to wear their seat belts. Normally road safety ads are designed to shock with its footage. This ad does the opposite: it is beautifully filmed and uses love to send the message. Its power comes by reminding you to keep the focus on what is important: the family that depends on you. A universal value that in this case reaches us on a level we wish all advertising could. It provokes a strong emotional response in all those who have seen it, through a strong emphasis on positive messaging and imagery. This innovative and moving approach is what makes it memorable.

This ad is also remarkable as it can be used across the world: the storytelling doesn´t use a specific language and the use of a family makes it compelling to people from all ages. The power of a story and its images.

Hooked anti-smoking ads

This poster, part of the “Get Unhooked” campaign launched by the British Government to encourage the public to quit smoking, shows smokers’ faces being hooked with fish hooks to illustrate how they were “hooked” on cigarettes.

This campaign generated record objections from the public complaining that the images were offensive and scary especially for children. However, the Department of Health said that this campaign had been highly effective, as the number of people who had contacted the Department during that campaign had risen exponentially.

This ad was designed to make smokers realize that their addiction to smoking is controlling them and it is necessary to confront this addiction if they really want to break the habit. By using the hook metaphor, it is true that they are using elements that contain violence and disturbing images, but at the same time is effective to impact the conscience of smokers with the right tools, who otherwise wouldn´t receive the message with the same clarity. I consider the ad appropriate because the final goal is to protect people from the damaging effects of smoking.

Shock advertisement in ad campaigns

Benetton, the Italian retailer, started using shock advertisements in its campaigns during the 90’s which lead to public outrages and consumer complaints. Benetton turned to the crudest reality to start a new “dialogue” with its consumers that had never seen before in corporate history.

This image of a black soldier who, taken from behind with a Kalashnikov slung over his shoulder, grabs a human bone rises questions about the genocides that took place in Africa, racism, colonialism… The only wording it contains is the slogan and firm name “United Colors of Benetton”. It doesn´t contain any request to buy a Benetton product and the image is not related to any product produced or marketed by Benetton. There is no connection between the ad and the company and its products. It can be argued that by shocking the spectator the company was trying to get attention of the public and keep the name “Benetton” in people´s minds.

With this campaign, Benetton marked the beginning of a new era of advertisement in which conflict and pain were taken to the extreme. While it is true that portraying a more “real world” was welcome, we have to wonder if rising awareness of significant social issues such as war has to be done by clothing retailer.

Starbucks: How to link a very popular song with your product

In order to push sales of the ready-to-drink coffee category, Starbucks needed to create more awareness of the different varieties the company had launched. An ad for the DoubleShot product was created featuring a guy named “Glen”, who drinks a can in the morning to “bring on the day”. In the ad, members of the band Survivor sing about Glen´s career ambitions to the tune of their hit song “Eye of the tiger”. This song was the popular anthem that fueled movie´s boxer Rocky Balboa to become a champion again in the 1982 feature film, “Rocky III”. This song forms part of the popular culture of North America and it is usually used to motivate and crank up teams and fans in all kind of sports games.

The ad was very popular and had a high success among men and women. The key ingredient to that popularity was the music, as the ad is very simple and clear. By linking a very popular element of the culture, a song, which shares the same characteristics and sensations with such a different product like a Doubleshot, people associate both products. It is a very smart strategy.

The Visa Aquarium commercial

Visa has created a visually pleasing commercial narrated by Morgan Freeman in which he asks us when the last time was when we went to the aquarium with our daughter. The target is obviously addressed to parents between 30 and 40 with credit cards.

How to advertise a financial service such as a credit card, something that has become a routine? How can you enhance the brand equity of a company when all competitors are offering almost the same conditions and there is almost no differentiation? Through the transformation of a dull activity such as a payment into the opposite: an exciting journey. Even on a Tuesday afternoon, with a little imagination, you can escape of your routine by going to a place like an aquarium. It only takes imagination. Visa decided to use a stunning, visually exquisite commercial, with oniric images, a haunting melody by the Moody Blues and the powerful and inspiring voice of Morgan Freeman. Al these elements combined perfectly to create the sensation that, thanks to Visa, it is easier to enjoy and explore our everyday life. In fact, it ends with Morgan Freeman saying “More people go explore with Visa”. With this ad, Visa has created some associations that otherwise would be impossible to link with this service.

Targeting an untapped demography in the financial industry

With this campaign Citigroup targets this largely untapped demography in the financial services industry addressing the needs of women who seek advice over their personal finances. The campaign is directed toward the affluent population of North America specifically between the ages of 25 and 45. We can read in the ad the following statement: “Whether you are investing for child´s college tuition, caring for aging parents or investing for your own retirement, you’ve got what it takes to be financially confident”. The slogan, “Dividends are a girl’s best friends” plays with the lyrics of the famous song replacing the word Diamonds with Dividends. The ad is appealing to a new femininity and echoes the independence of women in the present time.

In my opinion, this campaign is not only addressed to the affluent classes of the big metropolitan cities of North America but to the women that for part of the medium classes of the rest of the country. The scope is much larger. It´s simply encouraging women, a segment which decision power in a lot of households to educate more themselves so they can invest in more volatile markets and increase the value at risk.

A smart marketing action taken by Citigroup which will benefit of the advantage of the first mover in a segment that traditionally has been ignored by the industry.

“Fate”: a mini-movie ad by Nike

This Nike ad follows the journeys of two top athletes from their first steps to playing in the NFL by tracing their lives from young students through middle and high school, college to finally their careers as NFL players. At the end of the ad, both of them are competing in an NFL game. The ad tries to show how throughout their lives fate determined they should be playing football and they were determined to confront in the field. The use of music also enhances that feeling by using the very popular Ennio Morricone’s tune from the spaghetti western “The Good, the Bad and the Ugly”. In less than one minute, a sort of mini movie is displayed with a crescendo effect deriving into a powerful ending. It is not coincidence that the filmmaker David Fincher is behind the camera in this ad.

As we all know, Nike is positioned as a premium brand, selling expensive sportwear. Its marketing strategy is centered on its brand image and sponsorships agreements with athletes and teams. All their ads reflect athletic pursuits and challenges. In this case, the ad captures perfectly what is the essence of a football game. By linking the brand to a popular sport and players through a cool and powerful ad, Nike successfully positions itself as must-wear brand, no matter what the price is.

Google´s first Super Bowl ad

It was Google's first-ever Super Bowl ad and also one of their few TV spots the company has released since its creation. The ad is called “Parisian Love” and it features a sort of Valentine’s romance explained through Google chronological search queries.

Despite not showcasing anything new from the company, as search is the company´s main service, the ad is a success because it transmits with simplicity exactly what Google is about. By using a touching story, it manages to insert feelings in something that otherwise could be considered impersonal. The ad highlights how the simple interaction of the user and the product can help to change and improve our lives.

Did Google need to advertise a product that already has an almost universal awareness and recognition? Not really, but in a time where competitors such as Microsoft and Apple are fighting against Google in other products and services, it is good to remind the public that the company still has a service that it is the undisputable leader in its category. Using such a powerful platform as the Super bowl and a moving story increases the chances of a warm reception and building brand equity.

IKEA´S Unboring campaign

Directed by “Being John Malkovich” director Spike Jonze, this commercial follows a woman as she puts an old lamp outside at trash, and replaces it with a new one. As sad music starts playing, the lamp is seen in the pouring rain, seemingly watching up at the apartment window as the woman enjoys her new lamp purchase. It looks like and abandoned pet. Suddenly a strange Swedish man appears and says, “Many of you feel bad for this lamp. That is because you are crazy. It has no feelings. And the new one is much better.” The IKEA logo and “Unböring” tagline flash during the last few seconds.

This irrelevant and humorous commercial was part of the campaign launched in North America by the Swedish furniture retailer, the largest in the world. The challenge in this market was to tap into the feelings and emotions that Americans have about their furniture. Despite what it may be considered a risky movement, the ad makes fun of the tendency of Americans to hold on to outdated furniture challenging smartly to break that “addiction”.

This campaign fits perfectly the strategy of the business model of Ikea, where furniture is considered a commodity rather than a durable good, providing functionality, flexibility and adaptability to all kinds of homes. Reflecting a more modern lifestyle, this ad mainly targets the growing segment of urban middle classes who look for design and affordable prices. Which tool is better than clever humor to create awareness of a brand?

Patek Philippe’s campaign: a new approach for the high-end luxury segment that works

Patek- Philippe´s watches have enjoyed a great demand and reputation among collectors of high social status and wealth since the Swiss luxury watch manufacturer started making watches in 1839. Monarchs, political leaders and rulers purchased the pieces by the brand for personal use or as a precious gift to be presented to a guest, in recognition of someone.

Considering the above, the insightful and emotional concept of the “Generations” campaign launched by Patek represented a totally new approach for the high-end luxury segment depicting everyday situations of fathers and children that evoke spontaneous feelings and emotions, instead of stereotypical cool images for those segments. Noted for the elegance and sophistication of these portraits, the use of authentic real fathers and sons also enhances the persuasiveness and distinctiveness of the message.

The slogan “You never actually own a Patek Philippe. You merely look for it for the next generation” not only highlights the strong relationship between Patek customers and their watches, but also links the future and past generations when they purchase their timepieces. Through these ads, the emotional component that drives the decision of a purchase is included, considering that such a high-end product may be bought once in a lifetime.

The ad is also a success because the idea perfectly transmits the brand values of a brand such as Patek: tradition, craftsmanship and value.

HSBC: A real global brand

While I was living in the Middle East, I found the above ad in a local magazine. It was a continuation in the series of “Different Values” campaign, which highlights the premise that different values make the world a richer place. A single image is repeated, with a different one-word interpretation imposed over each photo. I had seen before several ads of the same campaign, but this was the first time that it was adapted to a specific local culture, specially a very sensitive one regarding cultural nuances, such as the Arab culture. Playing with the interpretation of the word obedience –disobedience, we can see local Arabs throwing stones in what it seems to be riots and the police trying to stop them. We can read the following statement: “In some parts of the world throwing stones to protect the tribe is obedient and in others it’s disobedient”.

This is the one of the very few ads that I´ve seen while I working in the Middle East that directly addresses the different values of the Arab culture and other cultures. We can also read that “what we´ve learned in our travels hasn´t just broadened our mind but opened it too. One thing is certain: people will always have different points of view on life”. The Arab culture may seem hostile analyzed from the outside, but those who have lived and worked there know that not all aspects in life are valued in the same degree as we do at home. And it is advisable to try to adapt to other perspectives if you want to succeed in business and understand that it is not possible to agree on everything. In this case, the ad refers to an old tribal Arab custom, but is effective to target both local Arab customers and expats or executives doing businesses in the Gulf region.

If HSBC has become the world´s largest bank group with a global reach that is not matched by any competitor, is because it understood rapidly that most of its business was coming from abroad. In fact HSBC is known in banking circles by its offshore solutions and cross-border services to expats and migrants. A company that sends a message that is open-minded, tolerant and respectful with other cultures, aware of cultural differences and at the same time with global power and reach. The advertisement tagline, “The World´s local bank” reinforces this message.

In my opinion, HSBC is doing with this campaign an excellent work of positioning itself as multinational company operating all over the world but aware of the different values that are present in cultures, especially in such a sensitive industry as banking.

Sophistication in Advertising: the example of Louis Vuitton

I came across the ad above while reading one of the latest issues of The Economist. The iconic actor Sir Sean Connery, the legendary James Bond, is on a wooden deck in an island of the Bahamas next to a waterproof version of Louis Vuitton´s Keepall bag. We can read the tagline: “There are journeys that turn into legends. Bahamas Islands. 10:07”.

The references to the coolness and globetrotting British spy are immediately obvious. The French luxury giant,The Louis Vuitton Company, is trying to underline its travel roots again with this ad. We can read its website that “Since 1854, Louis Vuitton has elevated travel to an art de vivre”. Being a long time symbol of prestige and wealth, Louis Vuitton has carefully cultivated a celebrity following and usually uses some of those celebrities for their ads, trying to send a message of cosmopolitan sophistication or being part of an exclusive and elitist group of connoisseurs. Price is not important, in fact, customers expect to pay a high premium for any of its products. Louis Vuitton is known for having the highest prices in the international fashion markets. Price is not a concern for the targeted audience. Louis Vuitton knows they can afford those products. It’s the powerful message of sophistication and elegance through their ads that will make them finally choose their brand.

All elements are aligned to deliver this message of sophistication in travelling: choosing a celebrity such as Sir Sean Connery, evoking James Bond, the photo taken by Annie Leibovitz the most celebrated portrait photographer in the world, the setting in the Bahamas, the medium in which it was found (The Economist)…A sound and well designed strategy that also is innovative as it targets senior consumers, a segment that is not usually present in fashion advertisement campaigns but that is becoming a current trend.

Coach Cabin revolution

Innovation has always played an important part in the corporate culture of Air New Zeland. In that sense, the carrier is the equivalent of Southwest in the long-haul market. Their funny in-flight safety demo, their enhanced dinner services in Economy class or in-flight concierges are some of the recent innovations that the carrier has put in place to improve the customer experience, especially as the client spends around twelve hours inside a small cabin. These efforts for innovation are especially remarkable in an industry not known by its innovation throughout the last decades. As the director of marketing of Air New Zealand recently said, "We like to look at what the other airlines are doing in their marketing and then... don't do that."

Two weeks ago, Air New Zealand did it again. They realized that Economy passengers shouldn´t be forgotten and that families flying together represent a large portion of their customer base. The carriers started investing money two years ago to design their own aircraft seating product, forgoing the standard Boeing options. The results? The coach seats have completely been redesigned, including eleven rows of three seats on each side of the cabin dubbed "Skycouches" that are available for families and couples who want the ability to buy an entire row. Couples who buy the third seat will only need to pay half the price for the third seat.

This new concept might just change how other long-haul airlines look at the coach cabin in the future. Even Boeing, the airline manufacturer, has stated that this represents the future of air travel.

Would this turn up to be a profitable move for the company? That´s hard to say in an industry with very narrow margin profits, but those companies who listen to their customers and take into account their preferences end up prevailing. With this new proposal, having a restful twelve hour flight from Los Angeles or London will be easier for families travelling with Air New Zealand.

Pizza Patron: Focusing on niche preferences pays off

In a recent trip to Dallas, I came across with a logo that raised immediately my attention. Not only because it seemed to be a fast food company which I had never heard before, but also because it was one of those logos which made me want to know more about the company, despite being another pizza chain, something which I don´t really care for. The logo featured a sort of Hispanic Indiana Jones´ face with a fedora hat and the following tagline in Spanish: “ Más pizza. Menos dinero” (more Pizza, less money). The company´s name was “Pizza Patron”. I didn’t have the chance to try the product but I decided that I would research the company when I got back home.

The company was founded in 1986, but it wasn’t until 2003 when the franchising began, allowing expanding from four locations in Dallas to the current 92 locations in six states: California, Nevada, Colorado, Arizona, Texas and Florida. Their current goal is to grow to 750 outlets within the next ten years. Pizza Patron has recently seen five straight quarters of double-digit same store sales increases. And sales continue to grow, despite the state of the economy and the fact that the recession hit pizza chains particularly hard. What is then the secret behind the success of Pizza Patron?

In their corporate site, the company defines itself as “festive, Latin influenced Pizza stores with a community base in Spanish speaking or Hispanic neighborhoods”. Its mission statement: “Service to community, commitment to value”. And they deliver value by its very low priced offerings, which range from $4 to $8. They target immigrant Hispanic families “which previously couldn’t´ afford Pizza nights”.

The key for Pizza Patron is focusing wholly to this niche and earning a reputation within the local Hispanic community as language and culture is not a barrier. Employees are bilingual in English and Spanish, and the chain even accepts Mexican pesos. This move was popular with the customer base, and the chain has continued the practice, though pesos make up a very small percentage of its business.

Domino’s, Papa John’s and Pizza Hut also offer online ordering in Spanish, and Domino´s has a Spanish language hotline, but they’re not devoted to the Latino market the way Pizza Patron is. “We are often asked about opening stores in non-Hispanic neighborhoods, but that will never happen,” said Andrew Gamm, Pizza Patron’s director of brand development. “We are fanatically dedicated to making a strong connection, and doing a better job serving the Latino-Hispanic community than our competitors.”

The brand is uniquely aligned with the youngest and fastest-growing demographic in the U.S. A. From 2007 to 2008 US Hispanic consumers were responsible for 30% of the $40 bn. growth in the food industry. Surprisingly the company is based not on products with Hispanic origin, but with an All-American one: pizza, U.S. style. Today’s Hispanics are largely from the second and third generations and are more acculturated, so they have a lot of influence from U.S. mainstream culture, including food. As Latinos strongly prefer fresh food, the simplified menu is based on natural ingredients with innovative toppings customized for Latin preferences. Everything is offered at a low cost.

This is a very interesting example of how customizing the product to the profile of your niche and committing to their preferences pays off with loyalty. This is becoming more and more important nowadays in America, as cities are more and more diverse.

American Airlines and "Up in the Air": How to promote yor brand with skill

At a time when the airline industry has passed what it has been called the “worst decade of its history” because of falling demand, rising fuel costs and over competition, American Airlines has found a profitable and a smart way of promoting its brand in order to fill its aircrafts and executive lounges.

George Clooney's movie "Up in the Air" is the story of a corporate downsizing consultant who flies across the country, laying off workers in his own warm yet efficient way. In the process, he works to meet his self-imposed goal of collecting 10 million frequent-flier miles. In the film, Clooney's character flies the airline to accrue American Advantage points.

It is a profitable way because it is a free placement of the brand opposite to the expensive sponsorships or campaigns that companies carry out in their marketing efforts. And this is more relevant if we consider the current budget constraints of the airline industry for these type of actions. American provided the locations inside the airports and planes, reducing what otherwise would have been massive costs for the studio, Paramount.

As media fragmentation forces marketers to rely less and less on traditional channels, American turned to the entertainment industry to reach consumers who might not otherwise get the message. “Up in the Air” represents so far the biggest brand integration for American.

The key to this successful marketing effort has been the proper balance between the brand placement and the film creative credibility. The audience doesn’t have the feeling that the brand is over commercialized, because the brand is promoted naturally with the film. As the movie depicts the life of real people who are involved with brands in every day of their life, “Up in the Air” represented a unique opportunity for an airline´s brand to be closely associated with a film. Much of the story takes place in airports or planes and it’s about the character obsession with his lifestyle. The script treats the upside of air travel and it fits perfectly the target customers of American: the high-yield business passengers, whose frequency of flying impacts deeply in the profitability of the airlines. In their last results report, American specifically stated that they forecast a recovery of the demand of this kind of passengers in 2010.

The lesson learned in this example is that the marketing partnership between the entertainment industry and any other kind industry can be done with skill through an engaging story, the performance of the actors and a brand that is naturally placed in a story. The result is a creation of a lasting impression on the audience, the final goal of the marketer.