There are some advertisements that seem to set their brands so firmly in the minds of their customers, that their catchphrases and jingles have lasted long through the ages. These campaigns were created in innovative ways that enriched and bolstered their loyal consumer bases. There has always been changes in every time period and this has reflected on the ways marketers use audio and visual media in the marketing campaigns.
How to create an effective advertising campaign: It is important that an advertisement is able to hold the attention of the viewer, this can be done through catchy music and strong visual cues. The message should be kept simple while managing to deliver the ethos of the organization. In short, it has to be simple with the capacity to induce maximum call to action. A marketing strategy should be geared to speak to a customer on a personal level.
Online medium in advertising: Melbourne’s Metro Trains had a dilemma, they wanted to educate people on the safe practices on the trains. They could either take the ordinary route to make a simple advertisement or do something off the beaten track. They decided to do the latter and created the highly addictive and hilarious song about all the “Dumb Ways to die”. This song was launched on a YouTube channel, and went on to become an international phenomenon. The online marketing method managed to bring a new dimension and also managed to create a niche for novel ways of advertising.
The simple and powerful campaign: It is sometimes hard to imagine that Nike used to be brand that was well known only by marathon runners. In 1980’s, Nike created the iconic three-word slogan, that has since continued to stand for pushing the limits of human excellence. This is an example of a succinct and powerful campaign that understood the core audience and gave them what they needed.
Different perspective in personal marketing: Marketing campaigns can sometimes result in the same cycle of ideas being recycled. Dove decided to change the sphere of advertising, with their Real Beauty campaign. A series of advertisements that reshaped the societal expectations on gender and beauty. Marketing ideas can effect amazing change in consumer mindsets by often taking the path less trodden upon.
Effecting Change: Authenticity is a major component in today’s world. Marketing campaigns should most of all appeal to values of the consumer base. Things that create hype are ephemeral and will be easily lost in the sea of the multitude of campaigns. The spark of the creative idea has to lead through all the media chosen from traditional methods to online marketing.