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For some reason I love to listen to children explain their paintings. One gets to hear stuff much unexpected.

The first drawing is by N, my 10 year old g-d.

As is my wont, the Q-A session followed.

First take a look at the painting before I tell you what ran in her mind while working on it:

This piece – words are mine, thoughts hers – captures the entire time scale for the human race. Planet Earth hanging at the top left represents ‘The Past’, the exploring astronaut shows the human enterprise today, ‘The Present’; and, the future? You see the colonies on the middle left, those are to-come-soon ‘The Future’ settlements in the new frontiers. So it’s one chotu picture for the humankind’s entire ‘The Past’, ‘The Present’ and ‘The Future’!! Logarithmic scale for Time? What’s that?

That’s not all. There are two other interesting elements in the picture: a) The bright Sun at the top right blazing in full glory – very unusual in pictures of dark outer space – is the beacon of Hope for the race and b) the flag carried by the explorer in his hand signifies cooperative human endeavor containing the emblems of all the countries on Earth!

So much wordless eloquence in a few square inches of paper!!

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The second piece is from another 10-year old, A, also a g-d. Here it was a little different. It was going to be a painting from her for her mom’s birthday. The theme: a party scene. Invitees: only animals because her mom liked them. She took out a drawing book and selected animals in postures, small and big. Starting with the table in the middle, the invitees stepped in one by one taking their seats, not crowding each other. The ‘Hidden Line’ problem – the near obscuring the far – was handled on the way! Finally when the ‘dish’ came out of the ‘kitchen’ it had all panned out well as she wanted it to be! While light on symbolism’s, the composition, by no means simple, was deftly put together, with so many guests all kept together and apart in good shape and humor!

Here it is:

Now to the interesting part – conversation with the artist over her creation. It was fun to see how the child, unprepared, played me unfazed.  Not stumped, her off-the-cuff responses – quite imaginative and sensible. Looks like they make children differently these days! Here we go:

No humans? “They don’t mix well with animals in parties“

I persisted – not even the birthday girl? Thought I got her this time. “You see, she (the birthday girl) is not in it because she’s the one taking a snap of them. See, they are all looking at her? Only the cow is a little startled by the flash.”

Are you sure  they’re having fun? “Don’t you see the cake and candles on the table, balloons and even caps on a few heads? There, I gave the bunny a new dress! Everyone at ease and posing for the shot. If you noticed, the turtle (or a tortoise?) is even wearing a grin, mighty happy with the proceedings!”

I also learnt alligators get invited too without fear because they behave themselves well on such occasions!

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So it went on…enjoyed every bit of peering into those little minds thinking, and me ready and wanting to be surprised.

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Can teach Marketing/Advertising a trick or two!

From Jineesh Mathew:

jineesh mathew

 

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Parotta Masters are guys making paratha’s!

 

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Source: Sirikka Sindhikka in FB

 

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An opportunity seen in an adverse situation to win customer heart-share! Kit-Kat-kitkat-26578047-800-500

 JWT Brazil created an airport vending machine at Sao Paulo airport that handed out free Kit Kat’s – but only to those with delayed flights. The machine scans their boarding passes, then recognizes if their flight is on the delayed list and delivers the candy bar.

It’s a great creative use of data and frankly, anything that brings a smile to the face of delayed passengers is bound to be a winner. Now, if only airlines could learn from this approach.

See a short clip here.

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Source: creativity-online.com, adsoftheworld.com and fanpop.com

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Wilson runs a nail factory and decides his business needs a bit of advertising.

He has a chat with a friend who works in marketing, and he offers to make a television ad for Wilson’s Nails.
“Give me a week,” says the friend, “and I’ll be back with a tape.”
A week goes by and the marketing executive comes to see Wilson.
He puts a cassette in the video and presses play. A Roman soldier is busy nailing Jesus to the cross.
He turns to face the camera and says with a grin, “Use Wilson’s Nails, they’ll hold anything.”
Wilson goes mad, shouting, “What is the matter with you? They’ll never show that on television. Give it another try, but no more Romans crucifying Jesus!”
Another week goes by and the marketing man comes back to see Wilson with another tape. He puts it in the machine and hits play.
This time the camera pans out from a Roman standing with his arms folded to show Jesus on the cross.
The Roman looks up at him and says, “Wilson’s Nails, they’ll hold anything.”
Wilson is beside himself. “You don’t understand. I don’t want anything with Jesus on the cross! Now listen, I’ll give you one last chance. Come back in a week with an advertisement that I can broadcast.”
A week passes and Wilson waits impatiently. The marketing executive arrives and puts on the new video.
A naked man with long hair, gasping for breath, is running across a field. About a dozen Roman soldiers come over the hill, hot on his trail.
One of them turns to the camera and says, “If only we had used Wilson’s Nails!”

 

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Source: santabanta.com

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Saudi Arabia’s King Salman this week issued a decree allowing women to drive for the first time—effectively ending the Gulf kingdom’s status as the only country in the world to ban women from driving.

A number of auto advertisers quickly jumped on the news (politics aside, they were surely happy to see an immediate spike in potential users of their product). But none did so quite as cleverly as Ford.

SA VW

SA Nissan

SA Ford

In a tweet yesterday, the automaker posted an image of a woman’s eyes in a rear-view mirror, surrounded black rippled material that’s evocative of a veil. “Welcome to the driver’s seat,” says the copy.

The beauty is in the simplicity—an advantage the Ford work had over competing efforts from brands like Nissan and Volkswagen.

It’ll be interesting to see how these are perceived by the local culture. Nissan perhaps has a reason for its non-visual ad? Unfortunately, can’t read its tag line in Arabic.

 

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Source: adweek.com, pictures from twitter.com/EricTrager18

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Part 1

An edited extract from an interesting article in here on brand messages (for that matter, any message sent out) getting thru to or lost on the audience:

“…

So why do we say we hate so much advertising, and yet there are clearly ads that inspire us? Is it just a quality thing, or is there more to it than that? Partially I believe social media and the ready availability of news, views and entertainment has shifted how we categorize what we are seeing. Increasingly we consciously or otherwise and mercilessly sift the streams of all the content that presents itself to us into two categories: noise and signal.

SkipAd

Noise is the stuff that clutters up our day, that interrupts and annoys and where we see little worth. The ads…loud, imposing, uninteresting selling. It has many of us reaching for the mute button within seconds, or hitting Skip Ad as soon as we can on the videos we watch online…

Much is made these days of our shortened attention spans, and that our ability to concentrate is now 0.5 seconds shorter than that of a pet goldfish. That, some commentators rush to explain, is why marketing increasingly doesn’t work…

Signal is different. It’s the stuff, from a range of sources, that we choose to form an opinion over. It does more than inform us. It entertains or provokes us. It makes us proud or angry…increasingly it’s this content that forms our talking points on a daily basis through sharing, commenting or liking …examples: two babies bouncing on a Powerfit machine, Jean-Claude Van Damme straddling a Volvo truck, the latest Air New Zealand safety video, TED talks, box sets of our favorite TV series and so much more…Signals are what people share, because they’re made up of items that are conversation drivers, because we agree with them or not, because they’re trending, because they amuse us or they bring us together in some way. And the format of that content is becoming less and less important. It may be an ad. It may be an interview. It may be gossip…

Jonah Berger, in his book Contagious: Why Things Catch On, argues that we are drawn to what affects us and to ideas that we remember and that we believe others will be interested in. He suggests six factors: 1) Social Currency – we’re fascinated by things that are remarkable, literally, in the sense of worthy of being remarked on…They are only as interesting as their ability to rise above the surrounding noise 2) Triggers – this one will be no surprise at all to marketers. We like things that we can remember easily and where the associations are well known, because they act as shortcuts (acronyms) for life. You say “Kit Kat”. Everyone around you gets “have a break”…3) Emotion – similar to social currency, in that we’re drawn to things that affect us…The emotions that a group share around an idea—for or against—can be a powerful cohesive factor 4) Public – these are the ideas that are easily replicable and that gain strength as they are adopted. Think of the Ice Bucket Challenge. They work because they enable people to share in an activity and at the same time provide their own interpretation 5) Practical Value – this, says Berger, is the news that makes living easier. It’s why YouTube is so popular – simple, visual, practical and 6) Stories – again, no surprise to marketers. The power of shareable narrative is now well established. Increasingly brands are looking to stories rather than just “spots” to weave a longer more intricate view of why they matter and the value they add.

We all look at Berger’s list, and, four years on, I don’t think there are any surprises here. And yet turn on the television and in your average commercial break, it’s getting harder and harder to find advertising that has any of these qualities…There are very few good stories. It feels to me that brand owners have failed to see that they are competing in a new context, and that media presence is, by default, noise—unless a brand makes specific effort to make it more than that…

Part 2

Here’s a success story (in an edited extract) from our own backyard appearing in here:

Ever witnessed a television brand not talking about any impressive features – such as high-definition picture quality, surround sound audio system, movie theatre-like attributes – in its ad film?

Have you ever seen an ad campaign for a television brand where the protagonist is a visually challenged person?

Well, chances are you haven’t!

For the first time, Samsung has dared to take an unconventional step, and stirred the emotional quotient of viewers, rather consumers, with its latest ad film ‘#SamsungService’. The home appliance major has launched an ad campaign as part of its initiative to take customer service to the doorsteps of consumers, in both urban and rural India. (In October last year, the television manufacturer launched 535 service vans to ensure timely service to customers in the remotest corners of the country) … With this, Samsung’s reach will extend to customers in over 6,000 talukas across 29 states and seven union territories.

The enormous success of the film is owed to a taut narrative with an element of surprise backed by a fine performance of the cast. The new campaign showcases the journey of a Samsung service engineer, who undaunted by rough terrain, reaches a house in a remote hilly area to repair a television. The story retains a certain freshness and induces a ‘what next?’ feeling though this theme of bridging distances has been already milked by telecom co’s (and perhaps by a few others) some years ago. The film ends with the visibly content engineer leaving the house as the voice over is played, “Rishtey nibhaney ke liye kabhi kabhi thoda door jaana padta hai. Isiliye Samsung service vans jaati hai desh ke kone kone tak” (At times one must venture a little further than usual for the sake of relationships. That’s why Samsung service vans go to every corner of the country). A simple yet stirring message that we can readily relate to even outside of its Samsung context in myriad ways in our daily lives amidst family and friends!

The four-minute-long film, neither overtly mushy nor tear-jerking, which was released on December 30, clocked in a whopping 18 million views on YouTube in the first couple of weeks and 103 million+ views till date…Yes, a 4-minute+ clip in times when companies are struggling to achieve even a 15-to-30 second stickiness!!

Watch here:

https://youtu.be/779KwjAYTeQ

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Credits: Conceptualized by Cheil India, the film directed by Anupam Mishra, and produced by Crazy Few Films. Dhruv Ghanekar composed the music, while the song played in the background sung by Mohit Chauhan.

Source: Articles from brandingstrategyinsider.com/2017/08/how-brands-can-convert-noise-to-signal.html and afaqs.com/news/story/49662_18-million-views-in-6-days-Samsungs-4-minute-film-gathers-digital-moss

 

 

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