Why Ads Should Engage

November 26, 2007 · Filed Under General, Musings, Videos

After just attending the 20th Philippine Ad Congress last week, listening to talks, shooting sexy booth babes, and taking home P20,000, I also got excited by the new things I learned from the great topics shared by the experts and professionals in the field of advertising and marketing.

One of the seminars called for “engaging your audience” in ads.

Now, why should “engaging” be important in ads? Won’t hardsell and harping on your brand’s features do the trick? In this world where the consumer is over-exposed to marketing communications, those techniques won’t cut it anymore.

Marketers should be able to communicate one’s brand by identifying which emotions are directly affected by the brand’s values. Only then do you begin to communicate what your brand’s real identity is.

Take for example, the campaign by Dove called campaignforrealbeauty.

You’d expect Dove to show pictures of beautiful girls and tell the entire world that these looks can be achieved by using their product, right? Wrong. Every beauty product and their agencies are already doing that.

In a great twist of genius, Dove’s stand to harness the “real beauty” which is inherent in every girl - the natural look, is where they hit paydirt.

Let me show you how they achieved this with this commercial below.

Here’s another one from the campaign

Now you see how powerful and engaging the campaign is. The power of tapping the end-user’s can even change how one does business (all the other brands are now seen as “doing it wrong”) and Dove, comes out on top.

Fantastic!

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Comments

2 Responses to “Why Ads Should Engage”

Blackwolf on November 27th, 2007 1:36 pm

Nice, I like this ad campaign. About time someone redefined what we perceive as beautiful.
[video] Another Nice Ad | gmtristan.com on November 27th, 2007 6:17 pm

[…] already told you why ads should be engaging. Human emotion is a marketer’s best friend. Those who properly communicate their […]

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