The other day, I was watching TV and a Domino's commercial came on announcing to the viewers that you can actually order pizza by simply texting an Emoji pizza to Domino's. I loved it instantly and was glued to the TV until the commercial ended. I don't eat their pizza because it's not organic but I still have to salute them for this simple but yet effective idea.
I must say that they are doing a great job capturing the attention of the young generation. You know the teens and young adults who are their core customers. Most likely their core customers are growing up and moving into full adulthood. Which means that they are entering the work force and now can afford better and healthier food options. To appeal to the new young people, they have to use other means and trends that are current in the market. As a brand you must continuously tweak your campaigns depending on who you want to target.
The idea is a simple innovation and thinking outside the box. Below is the full commercial:
Due to new simplified ordering options like the one discussed above, Dominos has seen an increase of 12.8% in the second quarter. Therefore, following trends that make sense for you business should be encouraged as they will more likely increase revenue while gaining more return customers.
**In order for this to work, customers needs to register their phone number on dominos.com and opt in to receive text messages from the brand. After registering customers can then send the pizza emoji to DPIZZA (374992).
I get excited about the Super Bowl for one thing THE ADS. Most of the time as marketers, we are not given much attention. This is our little playground or the master show. However, I always get disappointed. Ads shown during the game are suppose to be mind-blowingly creative. Come on that's when we get to impress the big guys (doctors, engineers etc.).
Anyways with that said here are my top 5 pick that were good but not "How did you come up with that?"face. Also, this is just my opinion!
3. Co-branding: Brand awareness of both BOA and (Red) is achieved
4. Music marketing: Free download of U2 song= marketing, creating that buzz and WOM
This ad would take the whole post for me to dig deep into all the strategies and how they are related. Feel free to comment below if you want more details.
Their goal: Definitely branding and generating sales
What they did right: The combination of U2 with an urgency to download their free song for a good cause is like no-brainer right? People want to feel like they contributed to a good cause.
4. Coke
If you didn't know this, I'll repeat it. I love love love Coke. The only brand I am super loyal too. One of the reasons is because they have lots of creative strategies despite the fact that they are the #1 soda beverage in the world. Find me on a good day and I'll explain my obsession with this brand.
Their goal: Branding….just so you don't forget them
What they did right: Use an iconic song that was sang by different ethnicities of America.
If you go down in history and look at past Coke ads, you'll quickly learn who they are and what they stand for. You know iconic songs and events around the idea of sharing or unity. They didn't disappoint again and they don't care much about the backlash from the contrevorsy either. That's the epitome of "Brand Consistency."
3. Axe
Axe is usually known for their over sexualized ads in order to relate to their audience (mainly young adults). Why is it that they are getting away from that? Maybe...
1. They got tired of the whole "sex sells" thing or it wasn't bringing enough ROI or
2. Their core audience is growing up
Their goal: Re-branding….Shifting from the "sex"appeal to more of the idea of "love" for their brand.
What they did right: Make people choose "love" through the use of stereotypes and political conflicts.
This worked, it's like seeing an immature young man, suddenly all mature and responsible. I hope they keep going this direction, they definitely won more respect as a brand from me.
2. Budweiser
Budweiser is a beer, I think we all know that. But did you see any beer bottle/cup in that commercial? Right, just checking.
Their goal: Increasing women usage of Budweiser consumption
What they did right: Using animals to unite two people with some soft music.
You know us girls, hit us with an emotional friendship/love story and our hearts are glued to that TV. Plus, who doesn't love animals. Maybe you've never noticed but a lot of Super Bowl ads usually include animals, because as human beings tend to relate to them better.
1. Cheerios
Last year Cheerios introduced the ad with the little girl and her black father. People sent hateful comments about the interracial part. That didn't stop Cheerios from coming back swinging even harder by introducing a little brother and a puppy. Brilliant move!
Their goal: Branding and segmentation (or more like reaching out to overlooked markets like the African American community)
What they did right: Taping into the one of the main hot topic in America. You know, shacking people up a little with the black and white thing.
Plus did they just introduce the concept of skits. Where ads will now become sequels too. I think that's a great trend. You'd hook those loyal customers with endless stories.
I personally can't wait to see the baby brother!
Again emotions, kids, animals, and celebs seem to be winning this ad thing. But on a serious note, ads are ought to be more creative. To get people talking for months after. Plus no one wants to be burning through 4millions in 30 secs. My thoughts, feel free to share your own below.
For a while now I've been seeing the new Economist campaign "World View" in train stations around Boston. They had couple ads displayed in different places (will go over three of them). These ads reminded me of the "Big Idea" class as well as my beloved Prof. Tucker. As I was looking at the ads, I remembered him saying "print ads have to be visual, simple and at the same time convey the Big Idea you're going for." I can tell you the Economist nailed all these points.
Their BIG IDEA: emphasizing the "World View" through ordinary objects to get new readers.
According to Advertising Age, they wanted to target college students and they chose Philly and Boston. Why Boston? Well, the city is one of the most Affluent in the US. Largely due to high ranked Universities, well-respected healthcare system and being one of the main technology hubs.
Now let's focus on the ads themselves so you can understand why I thought they were brilliant and straight to the point.
1. The Binoculars
You know the binoculars are used to see things that are far closer. I mean how great does it go with the worlds "World View." The also used their own print as the binoculars. With this, you don't have to read the texts below to get the message. Very catchy!
2. The Globe
The globe is an iconic object that can be found in all places of the world. Again, you have a huge image overpowering the whole sign. You must ask yourself without the worlds at the bottom (and only the logo) will you understand what this ad is trying to convey? If the answer is yes, then the ad is accomplished what it was suppose to do. Catch your eyes, and send you the message in quick seconds. Nice!
3. Rubik's Cube
Rubik are often associated with intelligence because it takes strategies to finish the game. The combination of the world view and solving the Rubik sends a strong message. You could read it as The Economist solves your curiosity about what's going on in the world. What do you think?
TAKE NOTES:
1. Have an image that can tell the story by itself
2. Have a "Big Idea" so that your ads can convey the same message in different ways
3. Remember the branding part. Meaning if people see the ad will they recognize the brand?
4. Don't beat your head against a wall to get a crazy out-of-this world idea. Look around you, what's ordinary that you can use.
5. Also don't forget about Simplicity. It doesn't have to be an orchestra type of deal.
