I just love football season, especially the super bowl, and not just because of the game, also because is a crazy time for companies to invest in ads and get more audience. The half time show and ads premiers is a great opportunity for brands to get exposed in a creative way, while us (the watchers) are always expecting great commercials and brands. I came across this interesting article by Barbara Goose -Chief Marketing Officer at John Hancock-, so let's talk about.
Super Bowl is the most anticipated advertising event of the year since it has high impact goals for brands participating in it. So, no wonder big brands compete fiercely to have some time on air. Now, just having creative ads, doesn't cut it. Is required to understand today's consumers, and thanks to this last Super Bowl, can give us some insight. According to the article, here are a few lessons about the modern consumer that I'll quote:
"Humor Unifies Us: By highlighting funny – sometimes awkward – life moments, Hyundai's ad highlights their value proposition through an experience we can all relate to: car shopping. With Hyundai, it’s made easy. Audi also took a page from this book with their spot, abruptly waking up the dreamer that’s in all of us.
We’re More Alike Than We Are Different: Highlighting the best of humanity came from Microsoft; when everybody plays, we all win. It’s a spot that shows the brand puts its customer needs at the center of all they do. That was a key theme for Google last night as well, and a great reminder for marketers who spend their days splicing and dicing demographic nuances. Sometimes solutions are found in the answers to simple questions that showcase our similarities. And marketers benefit from listening.
Know Your Customer: The strongest message penetration of the night undoubtedly came from Bud Light. We were all educated: they don’t use corn syrup, and their competitors do. These were insight driven ads. Bud Light knows a segment of their consumers are drinking light beer because they are avoiding added sugars. Now, if you’re deciding between light beers based on ingredients, the choice is clear. Bud Light got another win with their HBO partnership spot. This example of collaboration provided a surprise twist that worked to the benefit of both brands, also built on a customer insight. We’re all waiting for the return of Game of Thrones and it is an authentic alignment with mass appeal.
We’re Hyper-Aware of Innovation – And A Little Afraid of It: Amazon's follow up to Alexa losing her voice was an entertaining commentary on the failure necessary for true innovation to succeed. Coupled with numerous references to robotics throughout last night’s programming, it is clear today’s consumer is more interested in AI than ever, but a bit wary of the unknown it brings.
Niche Audiences Can Catapult Commentary: This is where we talk about Andy Warhol, ASMR and wind mills. A few major brands used tactics appealing to niche segments of their consumers, with potential to jolt online conversations and drive loyalty. For some, Burger King's ode to Andy was genius, for others it was a waste of a pricey 45 seconds. For many, Michelob Ultra's attempt at ASMR was endearing, for others confusing. Budweiser's nod to the windmill got the conscious consumer talking, but who else noticed? Regardless, if we’re still talking about it today, these ads broke through".
So, what we conclude from the article? Brands need to know their consumers and realize they, as well as their consumers, aren't that different. Humor always helps, innovation never passes unnoticed and niches audiences can make the difference.
Thanks for reading, as usual the link to the article is at clicking the image. See you next week, at the same corner. Good vibes.
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