A report by Ad Age proves what ad agency clients (and smart ad people) already know: that a likeable ad isn’t a good ad if people can’t recall the product and why they should buy it. According to the report Volkswagen’s “Little Darth Vader” (aka ‘The Force’) spot won on “Likeability,” but didn’t even make the top 10 on “Brand Recall.” See video below.
Last year, Pepsi did something it hadn’t done in 23 years. It chose not to run a Super Bowl spot. Instead, it took the $20 million that it spent on the previous year’s game and spent it on a social media driven contest. With a blend of philanthropy, guerrilla branding, and PR the Pepsi Refresh contest invited people to submit their ideas and compete for votes to win grants ranging from $5,000 to $250,000.
NYC’s Marble Church’s current ads prove that, if done well, traditional ads still work. The campaign was initiated in 1998 by (then) minister Arthur Caliandro and NY agency, Follis Advertising, Inc. Besides drawing new members the campaign has received national press in TIME, USAToday and The New York Times.
Proud to be an American? Then “here’s your way to show it.”
Listen to John Follis and other top marketing thought leaders discuss the most relevant topics of the day. http://themarketingshow.net
The story as published in “The Power of Persistence” (Motivational Press / Nov ’09) Reference links:
• Kenneth Cole campaign
• Follis Agency Press
• Child Abuse Prevention campaign
• Campaign effectiveness
• White House photo op.
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