Smoking Social Ad

This is a home-made video...

An anti-smoking campaign...

Thanks to Jin for the participation (hand & lungs), Luca (shoe) & the song by Lil_Wyte-My_Smoking_Song (Edited by Luca)

LOVEMARKS -2-

"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions."

I already discussed about Saatchi & Saatchi's motto that stresses out the importance of touching people not by manipulating them but to make products as lovemarks.

Most of us have lovemarks, something special, brands that we prefer when making the purchasing decision.

I have my own lovemarks such as Apple, Jack Daniels and NIKE; and I am sure that everybody is also aware or not have their own. These could be disposable products, clothes, electronic appliances, cars etc.

So, what's the definition of lovemarks?

The company has defined the term according to different interpretations, that can be seen in the following table:


Lovemarks (someone's most favorite brands) have stories and people consider consuming products as maintaining relationship with the specific brands. With the brands people creates a love story and that's the difference between brand and lovemarks.

The relationship lasts a life time and that's the investment that guarantees success in the market more than just manipulating consumers for an instant response.

I think it's time to learn English...

This is a funny ad I found on Youtube, and it shows effectively the importance to know English, the most spoken language on the earth.

The ad is funny, catchy and for sure appeal to everyone in today's society where almost every song we hear at the Radio is in English. Maybe it is a little bit rude, the song is not probably what you want your kids to listen to, but I think that the words that they use, are simple, rude and for that reason, even those that cannot speak English properly can get it, and therefore feel the urge to learn the language!

Myself as well, when younger, had the same problem... listening to some English songs and not having a clue about what they were saying, but I liked the rhythm.

Clearly this ad express everything I try to explain in plain words... Probably it's not gonna look so funny to English native speakers, but for foreigners this is hilarious!

LOVEMARKS

Saatchi & Saatchi was just a general advertising company till 1997, in financial trouble and its staff was depressed, since no better future seemed to appear in front of them.

However, by a strategic move and new changes within the firm, it became one of the most, maybe THE most, remarkable advertising companies in the world, introducing itself as an idea company not an advertising company anymore. The main change associated with this move is the appointment of CEO of Kevin Roberts in 1997.

So how did this change happen? How is it possible that a financially troubled general advertising company turned into one of the most successful "idea-maker" in the world?

The answer: Focus on people not products and customers.

The company started approaching people by providing emotion. They believed that by working with emotions they could hove hired the best people in the market, to inspire the best clients, the best partners, and the most devoted customers.

Kevin Roberts said "People everywhere are wanting to embrace emotion"

Anyway, focusing on emotions worked in the best way.

When Saatchi & Saatchi started focusing on emotion and love, many worried because stressed and tensed decision makers prefer rationality and cost-cutting. Emotion was not something that could get involved in business.

However, the company believed that emotions are more rewarding, both in the short and long-term and most people buy products with their mind and their heart even when they make a decision to buy products. They look for a rational reason but at the end, they take an emotional decision that 'I like it, I prefer it or I feel good about it.' So, the key is to make people feel good about a brand and getting a positive emotion and it makes the differences.

To be continued..

When beer is just good...

This is an advertising campaign run for Guinness beer, an international recognised beer and brand!

The black color, the strong taste and the Ireland idea... Guinness is not just a beer, it represents a lifestyle.

In 1975, Arthur Guinness signed for a deal that appear to be almost incredible... considering that time, but even nowadays!He got a 9,000 years contract for the first Guinness' brewery for 45Pounds a year... which I guess at the time was a great amount of money, but today...

This incredible story shows the true nature of this brand and the feeling behind it that built a strong international brand, spread all over the world, in every country... in fact, when you say Guinness, it's like you are talking of Prada or Gucci of the beers... a luxury brand within a market that represent a lot of things, but not really anything close to luxury!

The ad reported above shows the idea behind the campaign... Guinness is good for you!drink one a day and you won't need to go to the doctor... like the old saying about the apple.

Great representation for a beer... it is possible to grasp as soon as we see the ad what is meant by that... it's an apple, isn't it?but the color is black and Guinness is written on that!

Might run to the pub now and have one!

Social Ads & their impact on Society (Jeski social campaign) -2-2

There was a post about Jeski social campaign organisation's social advertising and it's a second post supporting the first one.

We mentioned that the organisation has their own method to conduct social advertising which is one of the advantages of Jeski social campaign that getting public's attention first and letting them know what the ads are trying to say and educate.

The following two ads are designed by Jeski social campaign for environmental organisations to let people know seriousness of global warming.

The first above ad is actual candles designed as the earth and it shows that as our earth is getting warmer, the earth will melt away.

The second ad is custom made decals of water and cityscapes are placed on windows at various commercial locations such as bookstores and restaurents etc to show how global warmaing will destroy our cities.

Jeski social campaign organisation design social ads through this briliant method that usually social ads such as about war and global warming could seem too boring and serious, then people avoid it but their ads are interesting and fun.

is that a...??

Yeah.. probably this seems a little bit to rough! but in my opinion very effective... and certainly it grabs the viewer's attention...

It's fun, direct and it shows the product.. it's there!can you see the THREE beers??

Probably, it associates the fact that if you drink too much beer then you need to go to.... the bathroom... but it's effective and funny... and that's a cool way to engage consumers' attention in today's society, where we are exposed to at least 3,000 advertising messages every day...

Great lesson on how to stand out of the crowd, while still being relevant to the product!