When I brainstorm, I always like to reference successful integrated campaigns that have caught my attention over the years. Understanding the Return on Investment (ROI) or Return on Objective (ROO) of these campaigns are great insights that lead to better work. Continue Reading
To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product or if they do, it’s incidental at best. This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.
I’ve curated some really good examples of brands embarking on digital storytelling Continue Reading
“Uncommon success requires uncommon thinking”
– Rob O’Keefe (O’Keefe, 2007)
Jose Alberto Duenas, vice president for cereal marketing in the United States at Kellogg, said in a 2010 New York Times article, “If you want to make a connection, you have to give consumers a chance to take part of the spotlight. Authenticity is what we’re looking for” (Newman, 2010). To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product “or if they do, it’s incidental at best” (Menick, 2014). This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.
Cadillac ELR – 2014
Chrysler wanted a commercial to get peoples’ attention off their smartphones for a minute and think about Cadillac’s extended-range electric ELR. The ad, created by ad agency Rogue, is intended to be “brand provocation,” said Craig Bierley, Cadillac’s advertising director (McCarthy, 2014). The spot has gotten a lot of criticism for being too “elite” and pro-American since it debuted during the Olympic Opening Ceremonies. But, it is getting notice. It has made people stop and think.
MONSTER.COM – 1999
“When I Grow Up”
After a call directly from Monster.com founder Jeff Taylor, Edward Boches, chief creative officer at Mullen Boston had only 6 weeks to create a Super Bowl ad. The strategy was to not talk about job listings, but create an emotional connection with people who actually work. Mr. Boches wanted “to own `career’ the way Nike owns `the athlete in all of us’” (Garfield, 2000). The spot debuted on Super Bowl Sunday and won the Advertising Age’s Best of Show in 1999.