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Superbowl Follow-up (fun with numbers)

4/13/2015

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Ispot.tv put together an interesting breakdown of the top 20 Super Bowl Commercials (2015) by digital activity on game day (online plays and social media actions). We take it one step further and calculate the ratio of online views to social media actions:


Lost Dog (Budweiser)   13.77:1
Data Stash/Kim Kardashian (T-mobile)   27.27:1
Revenge/Liam Neeson 
(Supercell - Clash of Clans mobile game)   146:1
Pay With Lovin' (McDonald's)   14.66:1
Like a Girl (Always)   5.13:1
Real-life Pac Man (Bud Light)   32.65:1
Brady Bunch (Snickers)   42.55:1
Big Game (Coca-cola)   29.06:1
Blue Pill (Fiat)   .67:1
Super Bowl Apology (Sprint)   1.05:1
Data Stash/Sarah Silverman, Chelsea Handler (T-mobile)   3.76:1
Microsoft (Brilliant Bus)   36:1
Make Safe Happen (Nationwide Insurance)   5.23:1
Wisdom (Dodge)   .35:1
Newfangled Idea (BMW)   520:1
Fable (Mercedes-Benz)   150:1
Braylon O'Neill (Microsoft)   8.56:1
Real Strength (Dove)   5.89:1
With Dad (Nissan)   2.35:1
911 Delivery (Joyful Heart Foundation)   26.81:1
New Rankings (according to the ratio of online views to social media action:





Wisdom (Dodge)   .35:1
Blue Pill (Fiat)   .67:1
Super Bowl Apology (Sprint)   1.05:1
With Dad (Nissan)   2.35:1
Data Stash/Sarah Silverman, Chelsea Handler (T-mobile) 3.76:1
Like a Girl (Always)   5.13:1
Make Safe Happen (Nationwide Insurance)   5.23:1
Real Strength (Dove)   5.89:1
Braylon O'Neill (Microsoft)   8.56:1
Lost Dog (Budweiser)   13.77:1
Pay With Lovin' (McDonald's)   14.66:1
911 Delivery (Joyful Heart Foundation)   26.81:1
Data Stash/Kim Kardashian (T-mobile)   27.27:1
Big Game (Coca-cola)   29.06:1
Real-life Pac Man (Bud Light)   32.65:1
Microsoft (Brilliant Bus)   36:1
Brady Bunch (Snickers)   42.55:1
Revenge/Liam Neeson 
(Supercell - Clash of Clans mobile game)   146:1
Fable (Mercedes-Benz)   150:1
Newfangled Idea (BMW)   520:1


Of course, these numbers aren't fully representative of the long term effect (sales generated, etc.) of the ads listed.  Nor do they [according to us] represent the entertainment value of the ads listed. However, in an on-demand world they do represent how well advertisers did in terms of capturing a viewer's attention during the big game. They do represent how well advertisers were able to inspire action. It appears that Supercell, Mercedes-Benz, and BMW could have done a much better job of reaching would-be consumers

Just a thought...
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Super Bowl 2015

2/13/2015

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The Super Bowl is greatest media stage there is. There is NO BETTER time than game day for companies to showcase new products, or popularize their brands. Viewership of the big game grows year-by-year, and 2015 set a new audience record at an average in-game rate of 114.4 million (women made up an estimated 46% of that). So, what makes a great Super Bowl Ad?

The answer to that question is different now than it was a decade ago. The culprit: social media. Here are the elements we consider to be most important in any SB Ad:

-A call to action: in the age of social media, we've constantly maintained that any form of advertising needs to have the viewer expand his or her experience with an ad, no matter the type. 

-Entertainment quality: we tune-in to the game because we expect quality play, but over the years "The Super Bowl Commercial" has become just as popular. We expect the commercials to be just as grand as the stage for which they're prepared. Humor has traditionally been a part of that.

-The human element: combining this with entertainment makes for a very powerful commercial, but ads usually go with one or the other. Lately, companies have been going the less risky route and touching the human element of potential consumers. I guess we still need to feel like people in the age of technology...

Here are some of our picks for the good, the eh, and pretty bad ads aired during the 2015 Super Bowl:


The Good

The Eh

The Pretty Bad

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Happy New Year!

1/1/2015

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Change is the law of life, and those who look only to the past or present are sure to miss the future - JFK

We would like to wish you a happy new year - one full of good health, success, and bountiful happiness. Embrace the future, and look forward to the opportunities that await...

Cheers!
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Love. Family. Friendship. Christmas

12/13/2014

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Stories that capture your heart have always been a big part of Christmas lore. John Lewis Retail is no stranger to this, as you can see from the ads above. The message is simple and the stories are cute. At the conclusion of the 2013 ad, there are 2 calls to action. One is a tab, which if you click continues the story. This takes you directly to the John Lewis website, which is clean and well-organized. The other takes you the "The Bear and The Hare" twitter page. 

I wouldn't say either advertisement is award-worthy, but they illustrate a point the we at jjvox preach to our clients: regardless of the type of ad you want, a call to action is always necessary. Without that, you leave everything up to the consumer... 

...and consumers can be a lazy bunch...
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Trick or Treat...

10/28/2014

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Evidently, chocolate and candy aren't the only treats you can get for Halloween. Have some Chipotle!!

I absolutely love Chipotle's Halloween advertising. They speak to the freshness of their ingredients in "The Scarerow" and the goodness of their burritos in "Boorito." What zombie can't resist a burrito (err...BOORITO) for $3? These ads are creative, entertaining, and most of all - appetizing. I'm off to grab a bite now...
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Image Trumps Science...

9/30/2014

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The regulation of cigarette advertising has gotten tighter over the years, but that doesn’t prevent Big Tobacco from finding ways to reach current and prospective smokers. Of the many creative avenues pursued is that of placing their products in motion pictures and TV shows, which is arguably a far more effective means of advertising their products than a commercial spot. After all, Brad Pitt puffing on a cigarette in Fight Club makes smoking cool - but why does this have to be an acceptable standard? Has society [on the whole] really given all its trust to Hollywood to decide what works and what doesn’t?

Sadly, the answer is a resounding "yes."

This is why the public needs exposure to more powerful anti-smoking ads - ones that focus [a little] more on image and [a little] less on science. The science is important, but would-be and current smokers have not been responsive to ads that merely list the statistics or side effects of smoking.

Recent FDA (Real Cost) and CDC (Tips From Former Smokers) ad campaigns do a good job of putting science in perspective:


(Search for more ads on Youtube using "FDA Real Cost" and CDC Tips From Former Smokers")




...and here are 2 of the better anti-smoking ads from outside the U.S.:

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Back to Cool

8/26/2014

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It's that time of year again! The weather starts getting cooler, and so do students preparing for the first term of the school year.  It's time for backpacks, notebooks, pencils, and erasers, etc. It's time for school buses, homework, and tests. It's also a time to get back to putting the right clothes, attitude, and other accessories together for the right image - one that'll win you brownie points in classrooms, hallways, and playgrounds.

If you went to elementary or middle school [In the US] in the 1990’s, “cool” meant a Jansport backpack, Nike sneakers, and cool-kid clothes. Throw in some tech products for today's generation, and you'll see that not much has changed. 

Here are some commercials that illustrate the value "cool" has always had in getting back to school. Enjoy!


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RE2PECT

7/24/2014

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PER2ECT

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June 15th, 2014

6/15/2014

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Football (in some parts, Futbol) is a global game and the World Cup is its crown jewel of tournaments. Over these next few weeks, The World Cup will reach an astounding number of consumers (fans), and advertisers have been preparing for the occasion for quite some time. The event presents an opportunity for global brands to compete among each other for your attention – giving them a stage unlike any other to feature their name, products, logos, and stories.

Naturally, one would expect the ads to feature the sport in some way. However, this is not always the case. For sports apparel companies such as
Nike and Adidas, the decision to do so is an easy one. The formula: get a few of the sport’s stars to appear in your commercial and show off some of their world class skill [and maybe have them say a few words], all while your logo is blasted across the screen.

This is a successful formula, and creativity remains a must! That’s not to say that these brands always get it right. This year, it appears that
Adidas fell a little short in their “All-in or Nothing” campaign. Nike, however, “took it to the next level,” and nailed it in their “Risk Everything” campaign. 





Keys to both campaigns:

Entertainment

Calls to Action


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Duracell’s Quantum Campaign (2014)

5/19/2014

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When you think of alkaline batteries, only 2 names really come to mind: Energizer and Duracell. The Energizer Bunny campaign has been one of the most successful we’ve seen in our time, and it’s still going (…and going and going). However, the focus of this post is about the 2013 introduction of Duracell’s new Quantum Battery to the marketplace.

Since forever, Duracell has relied on the slogan “Trusted Everywhere,” but with Quantum they took a different approach. The ad campaign avoids gimmicky characters and cheesy “pick-up lines,” and focuses on real-life situations to demonstrate the would-be effectiveness of their product. 
With alkaline batteries being less relied upon these days, Duracell reminded us that not everything has gone digital and that batteries as we once knew them are very much part of our lives today.  

Duracell’s campaign helped sales of Energizer’s alkaline batteries in the U.S. drop by a little over 10% between June and September of that same year. Conversely, Duracell’s U.S. sales figures for those few months showed an increase in sales of just-under 6%. 

They did a number of things to affect sales in such a way. First and foremost, they declared the Quantum alkaline battery “the best alkaline battery ever.” An important thing to recognize is that their ads no longer included reference to Energizer – and why should they? Quantum was the best and, according to Duracell there was no competition. Secondly, the promotions offered around the time of Quantum’s launch made it a very attractive product to retailers. As stated in a November 2013 article in Advertising Age (the stats in this post are from that same article), Duracell muscled Energizer out of Sam’s Club and took their place. That’s big news! 

Lastly, Duracell engaged [potential] consumers and played to their emotions

The bus stop commercial (Canada) was my first exposure to Duracell’s Quantum campaign and most definitely got my attention. I recall immediately visiting Duracell.com to check out the battery and read about the technology behind it. It was the uniqueness of the commercial that got me, but the true impact of the message lies in the
emotional connection it makes with the audience and the call to action it asks them to take (to visit the product’s Facebook page, whereby they can “share the warmth”).

Picture

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