I have discovered that there are no limits to the number of ways to advertise a product and even completely removing the product brand is no exception.
By removing or distorting their own brands, advertisers are looking to challenge consumers to be more engaged and curious on what exactly is being showcased.
The Pepsi--Pecsi Ad Campaign:
For Argentines, the 'PS' sound in Pepsi is hard to pronounce and the company intentionally distorts the brand
Absolute Vodka with no label:
Freshjive clothing brand with no branding on their apparel:
Social media is an outlet that many companies use to expand their brand and message. Toblerone was the brand we focused on for our social media campaign challenge. Our group decided that we would allow individuals to use a combination of Instagram, Facebook or Pinterest to contribute pictures in our campaign.
Consumers are asked to upload pictures they took of landscape or object seen in the negative space that resembles the shape of the iconic triangular chocolate. For a better chance to win, they can also upload other creative content to other social outlets such as YouTube. The individual with the most overall likes and shares will win a Toblerone package with plenty of goodies for the Holiday Season.
Daughter: “Mom!
I need another iPod, I dropped it in the toilet again”
Mom: “That’s
the 4th one this month!!”
Daughter: “Well what should I do? I’m always
fumbling with my iPod while I do my nails or straighten my hair.”
SFX: (docking
station click sound with music playing)
MVO: What you need is the new iRoll. Now
convenittly takes the place of your old boring toilet paper holder and ads new
features like high quality speakers as well as a docking station to charge your
device. Why settle for a boring radio when you can enjoy your own music. Buy
the new iRoll coming this holiday season to a store near you!
For my essay I will be considering the impact that interruptive advertisements have had on consumers. Whether through social or experiential ads, advertisers have had an effect on how consumers feel towards certain brands and services. Most of the media we consume each day consists of advertisements and many of whom are seen as obtrusive by consumers because they just want to throw their message at you instead of attracting the audience to them. I will also be researching if the consumers experiences towards these type of ads are positive or negative. Advertisers should use creativity to gain attention and spread their message through social outlets because that is the best way to reach a wider audience. If consumers need to be given more then 30 seconds worth of information, then its almost mandatory for the ad to be creative and engaging because most people will loose interest fast. In addition, I will be examining how online ads as opposed to T.V. ads differ from each other in terms of consumer behaviors. Are people more likely to close an ad on the web as opposed to turning the channel on the television or radio stations. The essay will also cover how larger brands such as Harley Davidson and Red Bull have managed to engage with the audience through the events and activities they hold annually.
Advertisements have made their way into almost all of the media we consume and the way they get our attention is usually by abruptly interrupting our TV shows and pausing our radio station while we are enjoying the music. Instead of interrupting the viewers, I think that the advertisers need to find creative ways of drawing in viewers so that they want to watch it and allowing them to share it with their friends because they choose to. For instance, this ad for DermaBlend tattoo primer draws the curious consumers in while showing off the products features.
Both creativity and productivity is what makes a brand or product ad stand out not by bluntly throwing your product at the consumer and expecting any good results. In fact, many advertisers have had a bad reputation for being obtrusive and failed in communicating their message because viewers are becoming more aware of and are avoiding being subject to advertisements and would rather pay a fee to remove them completely.
The growing number of people adopting subscription services such as Pandora and Spotify are pushing abrupt advertisements in between songs which some think is unfair but they do offer a paid version of the service with fewer interruptions.
Skype, another service used by millions of people all around the world each day will be adding more and more advertisements in the middle of peoples conversations, successfully disrupting the callers. In a report from arc-technica, the ads are set to appear during Skype-to-Skype audio calls for users of the Skype for Windows client. It will only be targeted at non-paying users, those without Skype Credit or subscriptions, the company said. Skype promised there would be no degradation of call quality. "Skype call quality will remain the same. Ads will be silent, non-expanding and run after we've completed our regular detailed quality checks on your connection," the company said. I think that its only a matter of time before our own conversations will be paused for an advertisement with audio appears. My only concern is that there will no longer be any room for creative advertisements if all of the companies are pushing for instant/immediate advertisements that just yell at you until you are sick of hearing about it.
In order to bring the typewriter back into the homes of the not so tech friendly older generation of people, we need to tap into the nostalgic memories they had while using a typewriter and how the seemingly simple and distraction free device that once helped them achieve their goals along time ago can still get the job done. For us to achieve this turnaround, we have decided to use print ads, a television commercial as well as a radio broadcast.
Print:
For our print advertisement we would have a man at his desk focused and diligently typing away with his typewriter and he has accumulated a huge stack of pages full of writing next to him while his wife is distracted and struggling to get any of her writing done while sitting on the couch on her laptop. Below is a rough illustration I put together of what the ad might look like.
Commercial:
The television commercial will follow a now successful older author that has a severe case of writers block and in his struggle, he decides to go back to his old office from which he wrote his first successful book and finds his typewriter under a desk. He pulls it out and dusts it off, then puts a piece of paper inside then suddenly finds the inspiration he was looking for and it fades out with the noise of the typewriter.
Radio:
The radio ad will have a narrator talking about how the typewriter is so simple and distraction free, a blank canvas of sorts while the sound of the typewriter keys are in the background. In addition, we could have a 50's jingle such as an Elvis Presley song at the end to bring a sense of nostalgia to the older audience.
Skype, another service used by millions of people all around the world each day will be adding more and more advertisements in the middle of peoples conversations, successfully disrupting the callers. In a report from arc-technica, the ads are set to appear during Skype-to-Skype audio calls for users of the Skype for Windows client. It will only be targeted at non-paying users, those without Skype Credit or subscriptions, the company said. Skype promised there would be no degradation of call quality. "Skype call quality will remain the same. Ads will be silent, non-expanding and run after we've completed our regular detailed quality checks on your connection," the company said. I think that its only a matter of time before our own conversations will be paused for an advertisement with audio appears. My only concern is that there will no longer be any room for creative advertisements if all of the companies are pushing for instant/immediate advertisements that just yell at you until you are sick of hearing about it.
