Three of my all time favourite advertisements which prove emotive music makes for amazing advertising! Try listening with and without sound and you will see the amazing transformational effect a well chosen piece of music can have on an ad. Enjoy!
Smirnoff ‘Purified’
Sony ‘Balls’
Dr Pepper ‘I would Do Anything For Love’
2009 saw much change in adland, with very few agencies retaining their 2008 positions in Campaign’s top 100 agencies league. Whilst Abbott Mead Vickers BBDO and McCann Erickson retain 1st and 2nd positions respectively, BBH dropped from 3rd to 9th to be replaced by Fallon which has risen by 9 places. Rapier rose 9 places to 24th whilst both Public and Kamerama rose by 6 places, securing their positions in the top 30.
Adam and Eve & Brave are agencies to watch, rising 105 and 133 places respectively. Thus whilst some of the bigger agencies have floundered during the recession smaller agencies appear to have flourished.
For more information on Campaign’s top 100 visit: http://www.campaignlive.co.uk/news/factsandfigures/rankings/886782/Top-100-advertising-agencies-league/
Consumers’ expectations have changed. They don’t expect brands to talk to them through one medium or preach to them through television’
(Marketing, 2009)
For years consumers have been on the listening end of advertising, bored stiff of one-way marketing communications. However, practitioners are increasingly realizing that this is no longer enough; we are dealing with a digital generation who expect advertisers to engage with them, to establish a two-way conversation.
A classic example of such a conversation is Tango’s 2008 ‘Save Tango’ campaign. Tango encouraged consumers to download posters and petitions from the website and join the fight to ‘Save Tango’. This was an excellent way to create excitement, word-of-mouth and audience engagement, and allowed consumers to become advocates for the Tango brand. A more recent example is the Saatchi and Saatchi’s ‘Life’s for Sharing’ campaign for T-Mobile, which launched January 2009. The campaign featured a mass choreographed dance at London’s Liverpool Street station, with surprised commuters joining in, followed by a massive sing-along in Trafalgar square. As a result the campaign gained phenomenal publicity, with more consumers viewing the events on YouTube than could ever have been achieved by traditional TV ads.
By engaging in interactive communications strategies brands can stimulate exciting and interesting conversations with their target audience, and I feel that this is the true meaning of effective marketing communications.
