Every day we’re faced with the marketing challenge of how to execute a message. Do you represent it literally? Use an analogy? Feature your target market? Approach it from left field?
Here are three ads from different countries and different car manufacturers. All three are focused on the sound experience in your car.
Now first let me ask – do you care? Have you ever bought a car because of how it sounded? Comfortable seats, a sexy dashboard – maybe, but buy it for its quiet? Hummm.
Anyway, if 3 global brands say it’s the right message, who am I to question, so back to the execution.
Have a look at all three, which would you say is the most relevant? How about intriguing, memorable or entertaining?
Which would you remember and talk to your friends about? When you told the story would you remember the car’s brand?
Of course, the audience you’re talking to, the budget, the media and the competition all influence how you package a message.
But the Holy Grail we’re often asked to achieve – get this message across to everyone, everywhere and make it stick…. Can any ad achieve that?
Maybe that’s why we’re still searching for it.
Renault – Bose Melody Gardot, Publicis Conseil, Paris 2011
Lexus CT – Quiet Revolution, CHI & Partners, London 2011
Volkswagen Golf – Silent Band, Ogilvy Cape Town 2011