Dettie’s meme of the week (9/9/13)

The best advice regarding 9/11 advertising.

Advertisers: Heed this advice.

Advertisers: Heed this advice.

Copyranter is usually full of wisdom nuggets.

Are you getting paid for promoting your favorite brand?

If you buy name brand clothes and products, more than likely you’re covered in logos. From your Versace shirt, to your Nalgene water bottle, to your Nike shoes, consumers are walking billboards advertising the brands they buy. Others see you and think “Hey, that looks pretty cool, maybe I’ll buy a Nalgene bottle.”

This isn’t right or wrong, but it is reality. We as consumers advertise the brands we buy. Be it through word of mouth, or huge logos on our purchases. We help companies sell products. How much, as consumers, are we getting paid for this? Nothing. But that’s ok. That’s the way it is.

So, imagine my intrigue when I read about Snap My Ad. It was developer by a couple who realized that when they use instagram and say good things about a company, they’re basically making an ad for the brand.

Take a photo. Say a good thing. Cha-ching.

Take a photo. Say a good thing. Cha-ching.

Now, this is something that I think many consumers do anyways for free. This app simply gives us all a way to make common activities lucrative. Right now it’s only for iOS, and it hasn’t quite made it to profitability yet.

Here’s my question: When is this coming to Android?

Technique should = solution, not just interesting application.

In elementary school, I had a ruler printed with lenticular and dinosaur images. When you moved it, it gave the illusion that the dinosaur was moving. I thought that was pretty cool.

But that’s where the opinion on lenticular stops now: Pretty cool. I don’t think I’ve ever found a particularly useful application of this method, but it added an interesting element to printed pieces. That’s not to say that lenticular prints have under or overused. It just means that I as an individual hadn’t found a use for them other than to make something “more interesting”.

So then I saw this use of lenticular for fundación anar, (which is “The Foundation of Helping Children and Adolescents at Risk”, an organization based in Spain) on Brand Flakes for Breakfast,  I thought the technique was finally being applied in a useful and beneficial matter. Kinda like code.

Upon further investigation, it seems like this print technique has been used before to promote child welfare/safety in this “Children see things differently” outdoor campaign from the Netherlands.

Snoep means "candy" in case you're wondering.

Snoep means “candy” in Dutch. Dishwashing tablets don’t taste like candy though.
Creative done by Amsterdam ad agency Lemz.

This highlights an interesting tactic that can prove to be helpful in communication/advertising decisions. All too often I feel that certain techniques (print, interactive, social, etc) are used just for the sake of using them. Though I started this post with my opinion of the dinosaur moving on the ruler with “pretty cool, but nothing else”, that lenticular use is somewhat strategic because it’s a product tailored to kids. Kids like “pretty cool” things, and will ask their parents to buy those products for them. Making it toy or child tailored product “most interesting” may not fall into the category of “useful application”, but it is not without it’s marketing reasoning.

It seems like the best use of certain techniques and tactics occurs when the application is to the actual benefit of the user and solves a problem, like what Fundation did.

And you know what, I’m all of sudden wondering if lenticular is best used for children all around. Hmmm.

Oreo puts out ad in real time during a black out during the Superbowl…

And to think I get grief from creative teams when I have a small client request that needs to be turnaround in 24 hours.

Oreo responds in real time with Superbowl blackout ad.

Oreo’s response to the blackout at the Superbowl, moments after the stadium lost power.

Well done Oreo. Real time creative responses for brands could be just one specialty agencies can provide to push brand (and messages) further.

Dove: Real women fret over women of any size in ads

The commonly accepted belief held is that normally sized women succumb to eating disorders and lower self esteem when they see super thin women on the covers of magazines and in advertising.

However, the belief was put to the test and according to this study done by researchers from Germany, The Netherlands, and Arizona, normal sized women suffered lower self esteem when seeing advertising with fuller sized women. Why? Because the normal sized women thought that they were overweight when they viewed ads of larger women.

Digest that for a moment.

According to this study, women suffer from low self esteem when they see superthin women AND when they see larger women.

This study mentions the effectiveness of ad campaigns (such as the Dove Real Women campaign) given such findings. Apparently these kind of campaigns don’t work because women are less enthusiastic about the product once their self esteem is lowered.

Hmmm.

So basically, women are going to have a negative emotional response to an ad with another woman of ANY size in it.

Silly women!