JAV praėjusiais metais atliktas “Ace Metrix” tyrimas: jeigu brangiai sumokėjai žvaigždei, tai dar nereiškia, kad parduosi daugiau.
The Ace study tested more than 2,600 television commercials over the course of last year and found that fewer than 12 percent of the spots using celebrities achieved a 10 percent effectiveness “lift” versus regular ads.
Daugiau paskaityti galima čia ir čia. Beje, įdomu kaip sekėsi “Bitei” su “Blackberry” kampanija, kurioje rodė žinomus veidus?
Jeigu taip pasakė Jimas Jarmuschas, vadinasi, kitaip ir būti negali. O kadangi reklama yra “komercinė” meno forma (jau girdžiu piktą oponentų šnopavimą), tai taikytina ir reklamai. Pradėkime naują erą ir neteiskime A. Valinsko už tai, kad klipo rinkimams idėją pasiskolino iš Argentinos. Juk “Tele2″ irgi nesigėdija, kad kopijuoja lyderius ir parduoda paslaugas pigiau. Kaip ir “Raniberl” gamintojui negėda, kad pasibaigus patentui, pasiskolino “Zantac” formulę (kas dar prisimeną šį senuką?) iš kitų.
Visas gyvenimas – kažkokių dalykų kopijavimas. Nauja – tai gerai užmiršta sena. Cut’n'paste. Mix’n…
Via “Influx Insights“.
FMCG giganto išmintis visiems abejojantiems:
if the creative does not drive demand, a strong media plan is not likely to save the day. Rangaiah, the director of global communications planning at Unilever, said if the creative appears banal, it’s time to yank the media spend and use it somewhere else.
“We have to penetrate the culture,” he said.
Tai turėtų būti pagrindinis tikslas kuriant kiekvieną reklamą.
Gaila, kad ne aš esu šio teksto autorius. Pagarba už jį Scamp‘ui, kadangi dar ir esame kolegos pagal pareigas.
Perhaps the most famous poster ever produced in the UK was ‘Labour Isn’t Working’, created by Saatchi & Saatchi for the Conservative Party in 1979. Those three words, above a simple shot of people queuing at an unemployment office, added up to a piece of communication that is generally considered to have been a significant factor in Margaret Thatcher’s first election victory.
However, what is less well-known is that when the concept was first presented to Mrs Thatcher, she didn’t like it. “This poster advertises Labour”, she told Maurice Saatchi. “On the contrary, Margaret,” he replied. “It demolishes them.”
One of the reasons I love that story is that I just love the word “demolishes.” But the real lesson here is Maurice Saatchi’s conviction. When a Client looks at a concept, they first look for what is wrong with it. If they can’t find anything wrong with it, they begin to suspect it may be right, but what they don’t know is ‘how right’. And here, the most important factor that can sway them is yourconviction. You have to tell them that this ad is going to be great. You have to tell them that it won’t just hurt the competition, it will demolish them.
Koks fantastiškas pastebėjimas!
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