Wednesday, 4 September 2013

the bus ads from Belgium that got banned

Think it would be difficult to get a TV ad for the bus banned? 

If you're in the UK, probably yes. In Belgium however, it's a different story as these three ads all got the chop for one reason or another.



Obviously they've got a different sense of humour to us Brits because I thought all three were great! Good idea too.

why marketing objectives aren't rocket science

All marketing campaigns should have one of two objectives - market share or market growth.

If you are already the dominant bus operator in a given area, then your objective should be to promote the bus as a product, rather than you as an operator. If you're successful in doing this, then by default you will increase passenger numbers. 

More people getting 'the bus' means more people getting 'your' bus.

However if you aren't the major player, your objective should be to take market share away from the operator who is -  telling people why your bus is better than theirs.

If you promoted the bus as a product you'd just be giving your rival a bigger slice of a bigger pie.

And that's pretty much it. Like I said, not rocket science is it?

Monday, 2 September 2013

why half the country hating your product could be a good thing

There aren't many brands that are gutsy enough to base their whole advertising strategy on the fact half the people in the country hate their product.

Fortunately for the ad industry, Marmite don't have a problem in doing just that. Over the last few years they have concentrated their marketing message on the great divide between lovers and haters of the product, and are never afraid to push the boundaries somewhat in doing so.

This ad has received over 250 complaints (to the Advertising Standards Authority), something that has led to more PR coverage than you can shake a stick at. The video was filmed as a tongue-in-cheek documentary, following a team rescuing forgotten Marmite jars at the back of cupboards. 

 

The first TV work for the brand in two years, the advert is also running on YouTube and the brand’s Facebook page. A Twitter hashtag to discuss the campaign #MarmiteNeglect has also been created.

Love it or hate it, you can't deny Marmite produce advertising that gets talked about.

How many brands can say that?