Mantra # 1: The ‘Emotional Connect’
Advertisements and promotions part of a company always catch our attention. It always amazes me as to how a small accidental phrase or idea revolutionizes the entire advertisement industry, and makes the particular a market favorite forever. The ‘emotional connect’ factor is just amazing in nature. As an ad agency, once you are successful in making the audiences able to ‘connect’ emotionally with your ad, your job is done! Well, easier said than done. Those working in ad agencies spend days and nights steaming up their grey cells to come up with the right idea for a ‘connect’ ad. There are some ads however, which are made on the ideas based on a spur of moment blurt, which makes history in terms of their popularity.
Many of us might not know this, but the most revolutionary ad campaign of the century was undoubtedly Volkswagen Beetle’s “Think Small”, which made connection with the hearts of billions of people all over the world. To make this ad attractive was a mammoth challenge for the ad agency. Where there were other newly released long, sleek and shiny cars from competitors, Volkswagen Beetle looked ugly, small and patronizing. Funnily, it started accidentally when the ad agency copyrighter compared the glove compartment of this car and compared it with a lemon. This funny comparison made it to the top selling car in the markets. To this day, ad agencies remember this comparison while trying to think of a worthwhile theme for a product.
Another marvelous ad that made sure that the Volkswagen Beetle stayed on top selling cars list using ‘connect’ mantra was the famous ‘funeral’ ad. (I’m lil obsessed with VW today!!) This was when TV was newly invented and was still a show-off. You have to watch it to believe its ingeniousness (click on the video below). A rich man dies and leaves nothing for the wife, sons and business partner as they have vices. But he leaves everything to a nephew who believes that “a penny saved is a penny earned” and drives a Volkswagen Beetle. This ingrained in the minds of thousands the idea that to own a VW Beetle is wise. Another blockbuster idea, this sure was!
Keep watching this space for more such marketing mantras, im off for now, as my testosterone calls for some craft!!
“A market is never saturated with a good product, but it is very quickly saturated with bad advertising” - Henry Ford