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What qualities make a great Ad Campaign?
INTRO
Through my search, I found that award-winning ad campaigns have three qualities in common: conceptually unique, a call-to-action, and shareability. Three commercials which best showcase these qualities are
· Burger King: The Whopper Detour
· Description of the ad
(
https://clios.com/awards/winner/digital-mobile/burger-king/the-whopper-detour-72671
)
· Aeromexico: A World Without Borders
· Description of the Ad
(
https://clios.com/awards/winner/public-relations/aeromexico/a-world-without-borders-74683
)
· Always: Like a Girl
· Description of the ad
(https://www.adsoftheworld.com/media/film/always_like_a_girl)
3 Qualities:
Conceptually Unique:
· Digital marketing experts estimate that the average person is exposed to between 6,000-10,000 ads each day. If an ad isn’t unique in its concept, it will not stick.
· Something that will excite people or make them think.
· Describe further why this is an important quality for ads to have
Call-to-Action:
· A call to action doesn’t necessarily have to be explicit
· Something that encourages viewers to take immediate action
· Describe further why this is an important quality for ads to have
Shareable:
· Earned media is the best and most authentic way to spread the word.
· People are more likely to follow the suit of a friend/acquaintance than an ad. Shareability is key in the age of social media
· Describe further why this is an important quality for ads to have
· Burger King: The Whopper Detour
· Conceptually unique: Sending customers to their competitor to unlock a deal for their store
· Call-to-action: Makes people want to go and try it for themselves, see if they can really get a whopper for 1 cent
· Shareable: This is a funny anecdote to share with friends, people felt inclined to post about it on social media. Many even made youtube videos following the entire excursion. Burger King also had fixtures across the street from Mcdonald’s that framed the restaurant captioned ‘Whopper Detour’ that people were posting on social media.
· Aeromexico: A World Without Borders
· Conceptually unique: Giving people a discount based on their heritage is unique in itself, interviewing people who are seemingly racist makes the campaign even more intriguing
· Call-to-action: People feel inclined to see if they have any Mexican heritage, out of curiosity and so they can potentially save on air travel. It also welcomes the idea of a trip to Mexico.
· Shareable: People will share their DNA results on social media, make jokes about whether or not they’ll save money on a trip to Mexico.
· Always: Like a Girl
· Conceptually unique: Using a misogynistic phrase to start a conversation surrounding female empowerment is a unique concept. The uniqueness of the campaign helped it stick in people’s mind.
· Call-to-action: The ad ended by asking people to continue the conversation and share the video. Regardless of the blatant call to action, people felt touched by this video and felt compelled to continue the conversation on their own.
· Shareable: The video was on youtube and very easy to share. They also created their own hashtag which created an organized place for the conversation of female empowerment to take place.
THESE ARE JUST BEGINNER IDEAS— ELABORATE ON THESE IDEAS
Conclusion
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Formatting
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