Tag Archives: Commercials
If you have been following my tweets you know for sure I am not a fan of the dancing and singing commercials. Not because I have a problem with dancing and singing, but because I honestly believe we (by we I mean Jamaicans) have exhausted that advertising tactic way past its expiration date. It seems every last commercial for the past since the invention of the television has been about someone doing a dance or a sing-a-long tune to catch the ears and eyes of potential consumers. To be honest it just shows a lack of creativity in my view. Now don’t get me wrong maybe 50 years ago it was a hit, but at some point you have to put Old Yellow to rest and just shoot the dog. It has now become tacky and useless, and I think my senses are becoming somewhat numb to any commercial once I hear it starts off with a catchy tune and a song.
With that being said…
Every millennium there is that one Ad that surprises me and catches me off-guard. Suffice to say my senses are reawakened by the exhilarating feel of excitement and pleasure that comes from a well executed Marketing effort. Yet another lifetime has passed and I feel I have found it in the new Digicel Jamaica ‘Jus Buss’ Ad. For those of you who may not be aware Digicel is a major telecommunication company in Jamaica, and the term ‘Jus Buss’ means something that has just been released, hence meaning it is new and trendy.
Now what they are doing is nothing new as far as I am concerned, it’s the same dance moves with the same dancers and the same concept. However, I believe what is different this time is the execution of the Ad. I didn’t realize it at first because as mentioned as soon as I hear a tune start playing my senses become numb. In this instance however, half way through the Ad I found my senses doing quite the opposite. I was attentive, I was receptive, I wanted to know what the Ad was about. Still, my attentiveness, receptiveness or curiosity was not what made the Ad successful in my eyes. It was the unexpected truth that even after the Ad ended I found myself still singing the tune with a cheerful step. It stuck with me through the night into the morning.
This is the type of execution that very few are able to accomplish. The method may not have been new, but the purpose was accomplished: getting me to keep the brand in my mind long after the Ad had passed. I am very impressed as this is a feat very few (if any at all) other singing-dancing Ads can accomplish.
So I have to give this one a 4.5 out of 5 rating. Good job Digicel, keep it up.
Below is the video, let me know your thoughts by commenting below.
Hey look they even have a music video for it
I find it weird that in my last post I was dishing it to Coca Cola and now I’m faced with being their defender.
Yesterday I was having a conversation with someone and they mentioned that their Sales coach mentioned that there are a few adverts that when televised gives the viewer absolutely no idea as to what it is they are selling…Coca Cola was the prime example of course. Quickly I found myself coming to Coke’s defense, but not because I’m a loyal customer of Coke (I’m a Pepsi guy), but because the person who made such a comment and used Coke as an example clearly has no idea of Marketing in the 21st century.
Now I do admit that there are brands that advertise their products and services, and majority of the time it has absolutely nothing to do with what is being sold. However, in this case I had to disagree. The argument was that Coke made a commercial where there were carolers singing a cheerful tune, with a ‘Christmasy’ warm feel. Apparently viewers had to wait until the end of the commercial before realizing that the commercial was really about Coke, and because of this the Ad was ineffective. I have no idea how true this is because I didn’t bother to take the time to search for the Ad.
Still, the individual failed to realize the point of the commercial. Their perception of the commercial was that it would be ineffective in selling Coke, you know dollars and cents, increasing revenue. What he failed to also realize is that today marketing is not as simple as before when it was about how much money did we make from our marketing spend. Today marketing is a bit more complex and metrics to measure success of a marketing effort have also evolved. With the development of brands, marketing had to switch from being simply about dollars and cents to a more subjective metric. This was no exception with Coke’s commercial. I have not seen the commercial as mentioned, but quickly I could deduce that Coke’s primary intention was clearly not to try and sell more Coke, but more so to reinforce their brand message of happiness, joy and togetherness, which is synonymous with what the Christmas is about. With the emergence of such influencers as Facebook and Twitter, it is no longer just about ROI (Return on Investment) but also ROE (Return on Engagement). How engage your customers or fans are with your brand, this is the true power of marketing in the 21st century. The more engaged a brand becomes the more inseparable it will become to the customer, which means the more dollars and cents the brand will make. Marketing and brands seek to identify the indirect, subjective triggers that will cause a customer to spend any amount for their product or service, as Peter Cheverton calls it in Understanding Brands the ’emotional charge’ (yeah I just had to mention the book..love it!)
So to close this is something that marketers of yesteryear need to understand, it is not about how much money a marketing campaign, Ad, or promotion can generate directly and immediately, but it goes deeper to identify the core of the customer and what will make that customer’s lifetime value with your brand increase indefinitely.
Do you agree or disagree? What is your take on it? Leave a comment below.