All in all, Super Bowl 50 was probably not the best year for creative, but one campaign stood out head and shoulders above the mass of mediocrity.
The annual sporting extravaganza yet again served up some of the highest budget campaigns of the year, with brands vying to compete for the attention of a worldwide audience. Overall, humour and celebrities were the core themes of the day, but despite brands forking out a record $5 million for a 30-second spot at the big game, the quality of creative left a lot to be desired.
While various companies had their own scoring systems – from social buzz to video virality and brand sentiment – there was one ad in particular that beat its rivals by capturing a key marketing quality that stands for something much bigger in the long-term – and it was the ad that most resonated with me.
1. Because Amazon is convenient (customers know they will find everything they need, at a good price that they don’t have to spend hours comparing).
2. Because Amazon is reliable (fast delivery and easy returns process).
In short, Amazon is easy and you know you won’t be disappointed. It does exactly what it says on the tin.
Differentiation is great, but it’s only necessary in a few relevant aspects. Being the first to do ‘XYZ’ may be cool, but online shopping has grown up and today people don’t buy from you because it’s cool - they buy from you because it’s easy and they won’t be disappointed.
Contrary to what you might believe, being “big” isn’t easy… especially from a marketing perspective. In a recent piece of research undertaken among senior executives at global organisations, we found a number of key areas in which these brands felt they came up wanting compared to smaller more nimble challenger brands.
The research targeted a range of industries including, oil and fuels, soft drinks, healthcare, agriculture and financial services, and covered the following markets: Australia; UK; France; USA; Africa; and Singapore. What we uncovered was that regardless of industry or market there are three common complaints that appear to be undermining the business agenda.
It's a fact of life - the same route to work, the same coffee shop, the same issues pilling up in the in-tray - we can’t avoid the comfort of the familiar. Without realising it we all get very good at ‘pattern thinking’ - repeating today what worked yesterday. The history of commerce is piled high with once great businesses that were so focused on their current competencies and investments that they failed to spot the new wave of opportunities, and eventually it drowned them.
This disruption theory is well known to corporate innovators. What is less well known is just how powerful a programme of provocation is – experiences that are designed to deliberately broaden the minds of executives.
Fans frustrated with the 34-minute power
outage at the Super Bowl in New Orleans were flooded with innovative
advertising messages to keep their interest going during the blackout. Chief
amongst these brands was Oreo, which stole the show with a tweet-cum-ad - while
players milled about on the fields in darkness, the brand created an image of
an Oreo set in light, shadow and darkness. The ad pointed thousands of
followers to the line below the image that went: ‘You can still dunk in the
Budding Asian entrepreneurs, who had
winning business ideas but hadn’t found investors/partners to back them up, can
now breathe a sigh of relief. The Festival of Media Asia 2013 is all set to
launch the concept of M.A.P. (Media Accelerator Programme) in Asia, after a proven
successful launch at the Festival of Media Global 2012.
The likes of Unilever and Marks &
Spencer are amongst the ranks of blue-chip brands looking to bring
sustainability firmly into the centre of their long-term business plans.
Unilever’s Sustainable Living Plan and
Marks & Spencer’s Plan A set out their visions for helping consumers live
more sustainable lives. Furthermore, these blueprints highlight how they are
more responsibly using vital resources such as water and energy in their
Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.