QUICK CASE STUDIES
Presented below are a small selection of cases studies that we have chosen to illustrate the theories mentioned in other sections.
As is apparent, there may be ambiguity as to which theory any given advert presents. Consequentially, the meaning of the advert is often left open to interpretation by the viewer.
As is apparent, there may be ambiguity as to which theory any given advert presents. Consequentially, the meaning of the advert is often left open to interpretation by the viewer.
THE MAN YOUR MAN COULD SMELL LIKE
Whatever ‘it’ was about the Old Spice advertising campaign, ‘it’ worked. Wieden+Kennedy, the independent advertising campaign responsible for the viral hit, identified that women were responsible for more than half of male body wash purchased. After identifying their audience, a persuasive advert was created that highlighted cliché desires of women everywhere- a muscular man (smelling like a man), diamonds, horses, wealth etc. Having already increased both willingness-to-pay and brand awareness, the brand further benefited from the advert going viral. It became the number one branded YouTube channel with the entire campaign generating 1.8bn impressions. Some may argue that the advert had evolved into a complimentary entity; everyone wanted to be associated with this funny, popular advert. Sales of Old Spice increased by 107% (DigitalAmazingness, 2007). |
However successful, some may argue that Old Spice missed a huge opportunity. Following a series of personalised responses to questions posted on their YouTube brand channel, the company had personalised information on thousands of customers. The company subsequently failed to sustain buzz following the campaign. Total number of ‘Tweets’ from Old Spice? 23- none of which were personalised. The spike in revenues generated by the success was followed by a rapid decline (Vaynerchuk 2011).
References
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"I COULD NEVER GET A SAMSUNG- I'M CREATIVE"
In October 2011, Apple released the long awaited iPhone 4S. Fans queued for hours just to get their creative paws on this revolutionary new product. There was one catch: This product was neither revolutionary nor particularly new. Samsung took no time in creating an informative advert that highlighted all the features that their new offering, the Galaxy S2, had and the ‘new’ iPhone did not. |
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Screen size, 4G capability, battery life and width were all mentioned in order to highlight the superiority of the S2. In the advert, one guy asks “If it looks the same, how will people know I upgraded?”- presumably a emphasising the lack of new styling from the iPhone. While many apple fans admired this comical dig at their devote brand loyalty, one may wonder if, by insulting the very audience they aim to attract, Samsung inadvertently alienated themselves from potential S2 customers.
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A POOR COMPLIMENT?Chanel had it all: A classic scent, a premium brand image and a Holywood superstar- What could possibly go wrong?
The new advert from Chanel for their flagship perfume- no. 5, contains no product information, but rather aims to create a complimentary connection between Brad Pitt, the embodiment of masculinity, and Chanel no. 5, the quintessential woman’s fragrance. Responses to the advert have been mixed, and a number of parodies have been created mocking the abstract connection (see below). Aside from the public consensus, what is the economic outcome of this innovative advert, for which Pitt was paid a reported £4 million? Sales of Chanel no. 5 have rocketed (Grazia 2012), while Chanel’s range of male fragrances have sold equally well. |
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REFERENCES
- Grazia, 2012. http://www.graziadaily.co.uk/fashion/news/brad-pitt-for-chanel-no5-is-ringing-the-tills-despite-the-spoofs
- http://www.dailymail.co.uk/femail/article-2250786/Brad-Pitt-He-paid-4m-But-JAN-MOIR-says-pretentious-Chanel-campaign-gets-right-nose.html