Month: March 2019

Hello Blog readers!

Welcome to week three of reviewing some of the greatest marketing campaigns! This week I have chosen five newsprint ads to review and share with you. Enjoy!

Newsprint Ad 1:        “People Want More”

The first newprint ad I am listing is right in line with the times. “People Want More” is a newsprint ad advocating for less fake news and more accountability and trust in the news. The ad is advertising for local newspaper deliveries with the thought that this ad can be used by local newspapers to obtain more subscriptions. The objectives of the ad are to have people focus back on their local newspaper that can be trusted to provide accurate news coverage. The product featured is the local community newspaper that we all grew up with and the target market is all of us that remember our local newspaper and if we want to get correct, and not fake news, we need to go back and order a subscription. The value proposition is trust in the product in light of fake news from everywhere else. This ad won Second Place in the 152^nd Minnesota Newspaper Association Convention and Trade Show and was created by Jennifer Leff with the New Prague Times. Here is a link to the newprint ad:

http://mna.org/assets/10-New-Prague-Times-Jennifer-Leff.pdf

Newsprint Ad 2:          “Community Newspapers Are Not Dying!”

In line with the first newsprint ad that I reviewed for this blog, I thought it was appropriate to also include this one because in my mind I did think that Newspapers were in the dying process. This add is very effective in relaying to the viewer that this is certainly not the case by including facts on readership, percentages of readers, graphs, charts, and that there continues to be 65.5 million combined community newspaper subscriptions in circulation. The target audience is people just like me who may think that the local newspaper is dead already or dying off. The objective is to convince people like me that the local newspaper is still viable. I am convinced! Facts are used to reach the audience. Viewers of this ad should go out and get involved and subscribe today and be a part of the millions of people who enjoy their local newspaper. This ad was created by Annandale Advocate, Andrew Enninga and can be found at the following link:

http://mna.org/assets/02-Annandale-Advocate-Andrew-Enninga.pdf

Newsprint Ad 3: “We’re Sorry”

The newsprint ad “We’re Sorry” is an ad for Kentucky Fried Chicken. The ad includes an empty bucket of KFC laying on its side with a few crumbs of chicken trailing out of the KFC chicken bucket we all know and love. There is a surprise, the initials on the bucket spell FCK instead of KFC. The ad is very minimal with only the bucket, the crumbs, and the words “We’re Sorry” centered underneath the bucket all on a red background. The objective of the ad was to apologize to the public regarding a KFC shortage of chicken within their restaurants in the UK. This was an effective ad to both apologize and to keep customer support during trying times. After all, who cannot understand that everyone is sorry when the bucket of KFC is empty! This ad was created by Mother London and was published in The Sun and Metro. A link to the ad is found here below:

https://www.prweek.com/article/1457877/kfc-says-were-sorry-chicken-shortage-blunt-newspaper-campaign

Newsprint Ad 4: “Childhood Obesity”

The newspaper ad “Childhood Obesity” depicts an ice cream cone with pink ice cream that is shaped as an obese stomach hanging down over the cone as a fat stomach would hang over someone’s pants or belt. The objective of this ad is to reach viewers and remind them of childhood obesity by using something that most children love to eat, ice cream. The ad is effective in that it shows viewers the negative side of overeating the wrong things! It got my attention! I think this ad is very effective in getting the viewers attention and making them think twice, at least about eating pink ice cream. The ad was created by the French Ministry of Health. The ad can be found at the following link:

https://www.adsoftheworld.com/media/print/french_ministry_of_health_childhood_obesity

Newsprint Ad 5: “Low Life”

After spending time working in and mowing my yard this weekend, I can appreciate the newsprint ad “Low Life.” This ad was created to get people to STOP littering! Yes, stop throwing out your trash in my yard please! Stop throwing out trash all over the world because your garbage is contaminating the environment. The objective is to get people’s attention to have them think about what they are doing when they litter. The Ad has pieces of trash put together to spell out the words low life. These pieces of trash are laying on green grass and at the bottom of the ad the words say “Littering says a lot about you.” Having just picked up lots of trash out of my side ditch, I can understand and appreciate this ad. I live a few miles from a convenience store way out in the beautiful country side of North Carolina. Patrons of that store have just enough time to enjoy their purchases and then throw their trash out in my yard. Maybe I need to enlarge this ad and put it on a sign to get the attention of those littering. This ad was created by Live Green Toronto to discourage littering. A link to the ad follows:

https://www.adsoftheworld.com/media/outdoor/live_green_toronto_lowlife

Hello Blog Readers!

Welcome to week two of reviewing some of the greatest marketing campaigns! This week I have chosen five television ads. I especially loved the ad “Anything But Sorry” though there was language used that I personally do not use. I often think that inappropriate language is not necessary to get the point across. Yet, this ad was special in spite of it. I hope you enjoy watching these ads as much as I did!

Television Ad 1: “Anything But Sorry”

Canadian Down Syndrome Society

FCB Canada

2018

Here is a link to the Television Ad “Anything But Sorry”

Anything But Sorry

The Television ad “Anything But Sorry” features parents and children with Down’s Syndrome. The Ad begins by sharing that 9,363 North American couples had a child with Down’s Syndrome in 2018. Parents shared how they were treated when others found out they had a child with Down’s Syndrome and children with Down’s Syndrome were also featured. The objective of the ad was to change people’s perception of and reaction to parents of individuals with Down’s Syndrome and to individuals with Down’s Syndrome by highlighting the beauty of these individuals. The targeted market is everyone. The actions that individuals are encouraged to take it to realign their thinking and responses to Individuals with Down’s Syndrome. Often people do not know how to correctly respond and this ad gives encouragement and ideas on how to correctly respond and embrace both parents and individuals with Down’s Syndrome for the wonderful persons they are. The value proposition involved in this ad is to encourage value, acceptance, and inclusion for all people. “Anything But Sorry” received the Multicultural Excellence Award in 2018.

Television Ad 2: “Reinvent Mindsets – Dads”

HP Inc.

FF Creative Community

2018

Here’s a Link to the Ad:

Reinvent Mindsets – Dads

This ad covers unconscious bias and examples of unconscious bias by showing real Dad’s with their daughters sitting on a couch together going over interview questions and tips for women looking for a job that were found on the Internet.  They read the questions and tips aloud and then discussed them. I found this ad extremely moving. Most Dad’s want the absolute best for their daughters and seeing Dad’s and daughters reading through and reacting to examples of unconscious bias gives the viewer a new perspective. The objective of this ad was to bring awareness to unconscious bias while advertising that HP does not participate in such, but has correct hiring practices. The targeted market was young women professionals who may be looking for a place of employment where equality can be found. Individuals who watch this ad are encouraged to evaluate areas where they have unconscious bias and women are encouraged to apply for jobs at HP. The value proposition of this ad shows that HP is above the rest in hiring practices regarding women. This ad won the Multicultural Excellence Award in 2018.

Television Ad 3: “Greatest Hits”

Sprint

Alma, DDB, 2017

Here is a link to the Television Ad “Greatest Hits”

Greatest Hits

This television ad shows different parts of Sprint Ads using very catchy songs throughout. It catches the eye right from the beginning highlighting multiple past ads and the diversity of people that use Sprint services. The objective of the ad is to draw attention to past success and the multitude of people that use Sprint services successfully. The targeted market seemed to be Hispanics mostly, as most of the ad is in Spanish. The ad uses both English and Spanish noting that Sprint has had one million Hispanic customers visit their stores which encourages more people to see what the success is all about, which I think is a big part of the value proposition of the product.  The “Greatest Hits” ad won the Multicultural Excellence Award in 2017.

Television Ad 4: Chinese “Your Way”

JP Morgan Chase

interTrend Communications, 2018

Here is a link to the Television ad: Chinese “Your Way”

Chinese “Your Way”

This television ad is very short, only 29 seconds long. The ad features a successful artist that dedicates her artwork to her Father when it is displayed. The ad uses emotion between Father and Daughter to reach the viewer. Throughout the ad there is a commentator that leads one to the thought that success for this artist was because of Morgan Chase because of the features that Morgan Chase offers. For example, Morgan Chase offers online banking from one’s phone which allows for one to have more time to be successful. The objective is to get more Morgan Chase customers by offering them time saving features. The time saving features and ability to help one become successful is part of the value proposition. This television ad won the Multicultural Excellence Award in 2018.

Television Ad 5: “More than One Flavor”

Goya Foods

Dieste, Inc., 2018

This is a really cute and very short effective television ad depicted around an outdoor BBQ with adults and children. This marinade sauce is sure to be loved by everyone, young and old! The objective is to show viewers that everyone loves this sauce. The targeted market appears to be young couples who have children to prepare dinner for. As a Mom myself, I know that most young children do have some issues with eating the same foods as the adults and often moms and dads prepare something different for children to eat. The objective of this ad was to let parents know that their children would eat what they did, if they used this marinade which is also a part of the value proposition. No second meal to prepare when one uses this marinade!

Hello Blog readers!

I will be sharing with you, over the next eight weeks, some of the greatest marketing campaigns. This week I have chosen five radio ads. I hope you enjoy listening to these ads as much as I did!

Radio Ad One: “Donated Voices”

MullenLowe Singapore
The National University Centre for Organ Transplantation
2016

Here is a link to the Radio Ad “Donated Voices”

Donated Voices

Brief Description:

The radio ad “Donated Voices” focuses on encouraging organ donation by using a compilation of voices of individuals who have already died within the radio ad. This ad was very appealing in that it touched one’s emotions. All of us have lost loved ones and hearing loved one’s voices touches hearts.

Ad Objective:

The objective of the ad was to appeal to individuals to become organ donors. By using the compilation of voices it was very effective.

Target Market:

The target market is the living, all of us who have the ability to change lives by being organ donors.

Actions Listeners can take:

Listeners can choose to be an organ donor and make a difference in the lives of others once they are no longer here.

Value Proposition:

Saving someone’s life after one has passed allows for part of the person to live on, as well as, helping to keep another’s loved ones alive.

Radio Ad Two: “Grandma/Goth”

Deutsch LA
Netflix
2014

Here is a link to the Radio Ad “Grandma/Goth”

Grandma/Goth

Brief Description:

This add uses a Grandmother and a Grandson to play off of one another in a funny way to entice people to watch Netflix noting that all ages with differing viewpoints can come together to watch. The appeal of the ad was humor. The ad was able to evoke an emotional response by using characters in the ad that people can relate to and that people love spending time with.

Ad Objective:

The objective of the ad was to appeal to individuals within families to watch Netflix together.

Target Market:

The tarket market would have been all listeners of all ages because the characters ranged in age greatly giving the sense that young, old, and all ages in between could find something to watch together noting that it is free to try it.

Radio Ad Three: “I’m Going to Die”

Portfolio Center
The Humane Society
2014

Here is a link to the Radio Ad “I’m Going to Die”

I’m Going to Die

Brief Description:

This add uses a man’s voice while describing the scene that will happen to a pet that will be euthanized tomorrow. The thoughts of the animal are stark and resigned. This ad uses emotion to appeal to the audience for help to save healthy unwanted animals from senseless premature death.

Ad Objective:

The objective of the ad was to appeal to individuals to save animals.

Target Market:

The tarket market is all listeners. There are no age limitations to who this ad would appeal to.

Actions Listeners can take:

Listeners can choose to adopt pets from the Humane Society to save their lives.

Value Proposition:

The value position is a life or death situation. Many animals will die unless they are adopted.

Radio Ad Four: “Kitty”

Casanova Pendrill/McCann
New York Lottery
2016

Here is a link to the Radio Ad “Kitty”

Kitty

Brief Description:

This add uses a man’s voice to meow like a cat to encourage listeners to play the New York lottery. The humorous and slightly annoying meow gets the listeners attention.

Ad Objective:

The objective of the ad was to appeal to individuals to play the New York lottery.

Target Market:

The tarket market is all listeners. There are no age limitations to who this ad would appeal to.

Actions Listeners can take:

Listeners are encouraged to play the New York lottery.

Value Proposition:

The value position is that the New York lottery wants more participants to play the lottery.

Radio Ad Five: “Dad Song”

Wieden + Kennedy
Old Spice
2015

Here is a link to the Radio Ad “Dadsong”

Dadsong

Brief Description:

This add uses various individuals singing a humorous catchy song to capture the listeners attention.

Ad Objective:

The objective of the ad was to advertise and sell Old Spice.

Target Market:

The tarket market is all listeners within families that have young boys or men.

Actions Listeners can take:

Listeners are encouraged to purchase Old Spice.

Value Proposition:

The value position is by using Old Spice boys turn into real men.