Tuesday, 10 September 2013

TV adverts - The hidden insight

Don’t get me wrong. I’m NOT one of those people who only watch TV for the adverts but I do count some of them among my friends. You know who you are….

Having said that I’ve started to watch the ad breaks with more interest and play a game I call ‘spot the insight’. It’s a game I’ve kept to myself for fear that the family will likely think I’ve finally and completely lost the plot!

I’m sure the occasional breakthrough squeal of delight when I’ve spotted a new only serves to alert them that Mum is well on her way there anyway.

However I digress….

I’m struck by the way many TV adverts today convey the deep insight they have about consumer behaviour.

It’s something every industry can learn from and is based on a simple principle and that is

‘Get to know your consumer better than they know themselves’.

How many times do you watch an advert and think ‘I do that’ or ‘That’s so true’.

 It’s a bit like watching a stand-up comedian. You know the ones who specialise in observational humour (finding the humour in aspects of our everyday life). We sit there and can relate it to our Mum’s, Kids, Husband’s even ourselves as we cringe with the hidden truth!

 Herein lies the essence of a great insight. Its usually based on a collection of connected observations which help to reveal a behaviour that once addressed by a brand can change the consumer behaviour.

So here are the fruits of my spot the Insight game to share and enjoy:

My Top 5

 1.    Andrex

Their Master Stroke has been to give a title to their consumer Insight. They all it ‘Rollerphobia’. You can even take the test on their website to see if your household is suffering from it.

Here's a link to their TV ad.


2.     Boots – Christmas brought to you by the girls. 2011

An old advert but still a favourite. How true is this ad? Women want every Christmas to be better than the last, The pressure is on to make every detail the best it can be. While, sorry guys’, you hardly notice it even Christmas.

 3.    Thompson Holiday

Reminding us all to take time, for a holiday, for family. Even more moving as its spoken by a child. It could be our children speaking to each one of us.

4.    Carex

Because we’ve all done this at some point in a public loo.

5.    MacDonalds

Dave TV ad

The insight started with how many separated Dads end up taking their kids to MacDonald's on a Sunday and ended up with this happy story. Touching but not sure how many more burgers they sold off the back of this.


Whats an Insight?

A great insight reveals a deep understanding of attitudes, beliefs or behaviours that connect at an emotional level. It provokes a clear response with a consumer and when leveraged by a brand can provoke a change in said consumer behaviour.

Tuesday, 3 September 2013

Simple ideas are the best!

Thanks to a friend of mine in Turkey who recently shared this with me.

This little story from South Korea really proves the point that even the simplest of ideas can have an impact.
When we think about Innovation the usual suspects spring to mind, Google, Apple  and the like. However not all innovation has to be BIG and disruptive.

This clip tells the story and is well worth a watch.

The Problem?
South Korea a country devoid of oil with one of the worlds highest gasoline consumptions. Car use is increasing, fuel costs are rising, parking spaces are scarce and people are getting frustrated. Its estimated that an average car driver living in Seoul will drive on average 15KM per month to find a parking space!

The solution & Impact?
S-Oil one of four oil companies in South Korea came up with the 'Here Campaign' to save oil. Yes, I know what you are thinking - is it all a PR stunt?

However the facts (whatever the motivation) speak for themselves. In one day trialling this simple idea (its all about signalling free parking spaces with a balloon) saved 23 litres of fuel. Just imagine what this idea, implemented on a large scale could achieve across Europe.

The company gave a its customers the impression that they are actually saving them oil, time & money.  Nice simple solution, nice little marketing spin too!