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’.
So here are the fruits of
my spot the Insight game to share and enjoy:
My Top 5
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.
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.