Develop a message that your audience will find useful
Deliver it within a package that they will find useful
Messages explaining why or how whatever you’re selling will impove their lives.
Delivered in an informative, entertaining, timely, empathetic, understanding, pleasant, honest, helpful, interesting, socially acceptable, friendly, un-stalkerish way.
The only way to achieve this is to understand your audiences completely.
Fiat Panda 4x4: Dirt Cheap
The Fiat Panda 4×4 is a fantastic car. Very cheap to buy and run, yet it will out-perform almost any other car offroad. We think the world ought to know just how useful the Panda is, especially in Sweden, so we came up with a campaign.
Fiat Panda 4x4: Snowmobile
The Fiat Panda 4×4 is a fantastic car. Very cheap to buy and run, yet it will out-perform almost any other car on ice and snow. There’s a reason why you see so many in Italian ski resorts.
Fiat Panda 4x4: Adventure Playground
The Panda 4×4 is one of the best cars for anyone into outdoor activities. Research suggest Swedes want to spend more time with their passions. The best way to do that is to reduce your out-goings, allowing you to work less and spend more time with what/who you love.
Fiat Panda 4x4: Off Road
The Panda 4×4 is surprisingly nippy too, especially with the Twin Air engine, making it fun to drive. And with its City steering function engaged, it is ridiculously manoeuvrable around town.
Fiat Panda 4x4: 4x5
Once you have a great product to work with, and develop a campaignable idea and creative device, it’s incredibly difficult to stop coming up with ads.
Svensk Hypotekspension: Bliss
Taking out a loan during your senior years is often seen as being a bit shameful. People are embarrassed at the potential of being seen as poor. This idea tries to change this by making a hypotekspension a badge of happiness and contentment rather than misery.
Svensk Hypotekspension: Immortality
As we get older we become increasingly concerned with our legacy. Particularly how we’ll be remembered once we’re gone. It’s common to make the mistake of believing that the material things that we leave to our descendants will have a more powerful effect on our legacy than the things that we do for, and with, them while we’re still alive. Someone who isn’t constantly worried about money is a lot more pleasant to be around than someone who is, and will be remembered more fondly.
Svensk Hypotekspension: Daughter
This idea addresses one of the key objections to hypotekpensions. Scepticism from potential customers’ sons and daughters.
Svensk Hypotekspension: Eyes
An idea to remind the target audience that a hypotekspension is their money. They’ve earned it. So why not spend it on whatever will make them happy (and making others happy also makes them happy by securing their legacy).
Car sharing is cheaper, easier and more fun compared to car ownership and/or taxis for many city dwellers. When we saw DriveNow’s posters we figured we could do better.
The name the company chose seems like it was designed for posters. Which is the ideal medium for DriveNow.
When you can just pick up and drop off a car within a few minutes of wherever you may be in Stockholm, and not worry about maintenance, parking and paperwork, then it clearly is.
Do you think this might be useful to the target audience?
Live It: Story
Most experience gift advertising talks about the experiences the companies sell from the perspective of the person doing the experience. But that’s not the target audience. You need to make the product and advertising useful to the person giving the gift.
Live It: Teacher
The gift business is dependent on events like birthdays and Christmas. There’s an opportunity to grow business by reminding people about where a product might be useful during other, less obvious, events
Live It: Pummelling
Tipping love/hate relationships towards the love side.
Live It: Facial
Relevant humour usually works.
Grant's Whisky: Airshow
When you can’t advertise your product in a country, you need to think laterally (also up, down and upside-down). We arranged a spectacular event for Grant’s Whisky, flying displays alongside Åre’s ski slopes for an entire ski season. By using foreign registered aircraft we could circumvent Sweden’s strict rules on spirits advertising. Grant’s also ran a competition every day where anyone visiting Grants’ pop-up bar inside ‘Dippan’s’ after-ski could win a ride in the Grant’s aircraft. Almost 100 people were flown, creating powerful stories and an epidemic of word-of-mouth. That’s proper viral.
At the launch of Hemverket it was obvious that they needed to establish themselves quickly in order to try and get the trust of their target market. It was tough. No newspapers would take their advertising, and they couldn’t use Hemnet because both were ‘owned’ by the traditional estate agents. So we used TV with a tiny budget. Friends, family and employees were roped in to make the ad for next to nothing, and TV channels were pushed hard to make sure it got the exposure it needed.
Initially we thought about hitting the established estate agents hard in order to get tongues wagging as research suggested that they were the most hated organisations in the country, being seen as a necessary evil that didn’t really do anything beyond acting as the gatekeepers that gave homeowners access to the market in return for a huge payment (some of the 15″ rough ideas can be seen on the next few pages). In the end, we figured it would be more effective to use this knowledge to stand on the target audience’s side, confirm that they could indeed do a better job themselves, and that Hemverket could give them the keys to the market for a fraction of the cost.
Hemverket: Rough Sketch 1
A bit harsh.
The problem with these kinds of films is that the audience often ends up sympathising with your competition, regardless of how much they hate them. This happened with a Nicorette film shown years ago that featured people who were trying to quit smoking rugby tackling a man dressed up as a cigarette who was tempting them. Audiences ended up rooting for the cigarette.
Hemverket: Rough Sketch 2
Not as harsh, but still there’s a danger of turning the target audience away.
As Hemverket was brand new and therefore had no traffic of its own, and Hemnet wouldn’t allow them to list their properties, we needed to generate broad web exposure for the properties listed on Hemverket’s site elsewhere
We created Hemverket’s own mini-Hemnet on Expressen’s website (which was the the only major newspaper that would allow us to advertise with them). House-hunters could scroll through properties, organised by region and property type just like Hemnet, and were taken to the relevant Hemverket page if they clicked on one. This allowed Hemverket to claim a greater web audience for properties listed with them compared to any other estate agent as Expressen’s audience was far larger than Hemnet’s.
This was probably the first time anything like this had been done on the web and proved to be a very useful form of advertising for both Hemverket and their audience.
Lidl: Third Party
Lidl has a great product. Their groceries are of excellent quality, and they’re incredibly cheap compared with the established actors in the Swedish grocery business. This should be a recipe for overhwelming success, but unfortunately the established brands are so strong that many Swedish shoppers think that the prices are a little too incredible. They figure something must be wrong. To date, Lidl has tried to address this by telling Swedes that they’re wrong. Obviously a less than effective strategy.
Instead, we think that they should explain to their potential customers the real truth behind how they manage to deliver such great value. Sometimes it’s difficult to get people to believe you and change their behaviour, especially when one of the reasons they behave the way they do is that they’ve been fooled by those they currently do business with. One way around this problem is to use a third party to make your case, but not directly. Instead, have them provide clues that allow them to work it out for themselves.
You might expect the advert shown here to be run within specifically targeted business press. But no, the target audience can’t be found there. This ad (and ads like it designed for non-press media) would run within broad media that reach as many of Lidl’s potential customers as possible.
A way for Lidl themselves to give a clear explanation of the truth behind how Lidl can deliver such great value that potential customers can relate to. Also a way to counter some of the snobbish attitudes towards Lidl stores that not only keep some people out of the stores, but can make actual users think twice about their choice to shop there.
Lidl: Too Good To Be True
Another explanation. This time quite hard hitting, but all true.
I have an affinity for this story as this is what I also faced when first setting up a media agency in Sweden. I found that using my own version of normal when dealing with the media would allow me to reduce clients’ media costs by over 50% while improving the quality of their campaigns. However, it was a big hurdle to try and convince potential clients that a) I was telling the truth, and b) that the reduction in costs wouldn’t be associated with a big reduction in quality.
It was also a very delicate balancing act to not make them think that they’d been ripped off by their previous agencies (which, of course they had been, but that was the norm), which would make them not only feel stupid, but by giving us their business, they would effectively be admitting to others (including their bosses) that they had indeed been stupid.
Multiple posters bought in the same location is a waste of money
Unless the creative execution calls for it.
You’re much better off placing a single poster in as many different locations as possible. If you feel the need to place multiple posters in a single location in order to be seen, then your creative execution isn’t useful to your audience.
40 to 45 seconds is the most efficient TV spotlength
The combination of the flaws in linear TV audience measurement, how reach is built with TV, and the way TV channels charge for different spotlengths mean that 40 and 45″ films are the cheapest in terms of the cost per awareness point generated.
The audience you pay for when you buy outdoor posters has less than a second to see your ad
The vast majority of people you’re paying for are inside a vehicle. And that includes bus stop sites. If your execution can’t be seen and understood in around three quarters of a second, you’ve wasted most of your media money.
Don't pay for badly handled ads
The medium is also the message. If the medium you’ve paid for your ad to be exposed within doesn’t expose it in accordance with what has been agreed (or if they do something as stupid as what you can see above), don’t pay for it.
Always buy audience or response; never spots, pages, sites, banners...
If you don’t know the audience you’ll be getting for any media buy (who, how many, when, and in what environment they’ll be delivered within), then you shouldn’t be buying it.
Most of the audience you buy in any medium doesn't automatically exist
How many are brought into existence is dependent upon how useful your creative work is to them. For example, on average less than 50% of TV ratings are seen, though this can be drastically increased with useful creative. Useful creative is even more important in print, online, posters and radio when trying to convert bought audience into actual audience.
You know it's easy to work out an average market price for commercial media right?
It’s just supply over demand, or revenue divided by audience delivered. Both aren’t that difficult to find out. Know this and you know if you’re being ripped off.
Native advertising is seen as deceptive
43% of adults in the US say they feel disappointed or deceived by native ads, with this percentage increasing with age. A fifth of people say they think worse of a brand that uses native ads, while a tenth are more positive. So common sense is right sometimes.
Don’t try to get people to like you by telling them that they’re wrong
What do Hillary Clinton, the Remain side of the Brexit vote, and Lidl all have in common? Their communication has been aimed at telling those people that don’t like them that they’re wrong. And the results have been predictable. All would’ve done a lot better if they’d confidently communicated what their fans like about them instead. Don’t believe me? Hillary, Remain, Lidl…you’re wrong.
How does that feel?
Never look at your target audience through a mirror
One of the most common problems. Usually caused by ‘gut-feel’ and perpetuated by the fact that if you work in advertising and create a campaign that appeals to yourself, then it’ll appeal to your peers, and your peers give out awards. In the meantime, your client’s target audience will ignore it.
Don't be a snob
Communicate with confidence, but don’t look down on your target audience.
Buying all of the ad pages in a magazine (or breaks on a TV channel) is a waste of money
The only place it gets you noticed is the advertising trade press. If your target audience weren’t impressed when they saw your first ad, they’ll be pitying you by the time they see the fourth. And if they were impressed with your first ad? Well, you can work out the rest.
Any media market that needs a 70% discount to achieve an average market price is likely to be corrupt
When there’s an unusual amount of air in a ratecard, someone’s probably getting a bung.
The same goes for your marketing communications
…because beautiful is useful.
There's never been a better time to get the over-fifties
The over-fifties have all of the money (and will accumulate even more of it as interest rates rise), and they’re easier to reach with commercial media than ever, because they’re consuming more than ever. There’s also over 12% more of them than there was 10 years ago and they’re now almost half the adult population.
They’re less responsive to advertising, so you need to know what you’re doing when communicating with them (but that’s easy enough to learn – we can help you with that), but once you’ve got them. You’ve got them. And the cost to get them is a fraction of younger audiences. If you’re not targeting the over-fifties, then start now.
Know when you're sponsoring amateur hour and understand the risks
Outside of the Internet, few companies advertise on unedited media produced by kids who spend a little too much time in their bedrooms. And if they do, they understand the risks and price it accordingly.
Showing up to a social event with an agenda can get awkward quickly
And social media is a social event.
Running more than one creative execution will generate more effect from the same media spend
Show a bunch of people two (or more) different executions rather than one and you’ll get a greater positive response. Even if you have the exact same message, but done in different colours (some people prefer green, some red, some yellow, etc).
Incredibly, someone got paid to produce this poster rather than banned from ever doing it again
Everyone passing this poster is in a car. They have less than a second to see it. This is not new information. It’s been known for decades. Yet agencies continue to put press ads on this expensive medium that can’t possibly be comprehended. And it happens all the time. Go ahead. Next time you’re out on the roads see how many posters you can read (including bus stop posters where most of the audience you’re paying for are passing in a car).
WHAT WE CAN DO FOR YOU
We do as much or as little of the above as may be required.
Our goal is always to make sure you positively effect the right people with as little exposure to your commercial communication as possible.
If you’re having to constantly hammer away at a target audience with multiple exposures of an execution in order to generate an effect, then there’s something wrong. Any effect you’re generating is coming as a result of the familiarity that your exposure is drumming into people. You shouldn’t need to drum any message about anything into anyone.
If you expose the right people to a message they find useful via a useful execution, then they only need to be exposed ONCE. They may want more exposures, which these days they can easily find for themselves, but you should only need to serve them a single exposure.
BRANDS WE’VE HELPED
Head & Shoulders
Oil of Olay
Turkish Tourist Board