Watch the videos, First!
Hope you enjoyed the series of war of the sexes in advertising.
First of all, there are three things by which you can judge an ad. Relevance, Originality and Impact (forgot the advertising agency that devised this concept). All three are self explanatory as in, the relevance the ad has in your life, the originality of the concept and does it have an impact on the viewer.
Its not necessary that the ad should have all three components. It is not a watertight compartment. If you see the ZooZoo ads, they were high on originality and to some extent in impact but not a high scorer in relevance.
There were 3 things that worked for Vodafone that time
- ZooZoo’s became a brand in itself and hence creating a good amount of recall in the prospects mind
- Shoddy advertising by Airtel which faced creative bankruptcy at that point of time. The series of boringly romantic moments between Madhavan- Vidya Balan that went on like an over stretched rubberband. Snap!
- Vodafone did not allow the zoozoos to slip from their peak by changing their ads frequently yo as much as 27 during a month and a half
All these reasons kept apart, I honestly doubt, if that made a person get a Vodafone connection. Recall, fine. But in the end did it turn it into a sale? Doubtful. They had the originality, the impact but where was the relevance? And to me until and unless your advertisement does not sell the product, directly or indirectly, it has failed in its purpose.
Hence I come to my point that, relevance is the most crucial factor in an advertisement. There are 5 reasons why I say so
- You connect with your audience that second itself
- If you notice, ads that are relevant would always cost much lesser than ads high on originality and impact. You dont have to hire a Tiger Woods who goes around crashing his Escalade around the trees
- Relevant ads follow the K.I.S.S formula of “Keeping It Simple Stupid!”
- The fact that, it is much easier to have consistency in your communication, if your advertisement is relevant, one can catch on to the same set of themes. For eg: The Dodge Charger theme of Oppresses men.
- Ads that are relevant don’t exactly need any brand endorser too because relevant ads will be around you and me and in simple insights that light up your mind making you think, ‘How true?’
Have a look at the Google SuperBowl 2010 ad:
How relevant was it? I would say, extremely relevant. We all Google like that, don’t we? Although, it is debatable if Google actually had to spoon out $5 million for the spot in Superbowl. And just imagine the cost it would have incurred to make such an ad. On the other hand, take the new ad for Yahoo’s ‘Its You’ campaign, they dished out more money and the results are not that certain, neither is the campaign worth remembering.
Well, you can always argue stating the fact that there are so many ads that are not relevant but still very memorable. For eg: The famous Honda accord ad. But.. the beauty of being relevant is that it allows you to carry forward a conversation with the other end and in todays tech enabled marketing environment every brand looks forward to indulge with the audience and try creating a conversation. An ad might be highly original and impactful and you might say a ‘Wow’ but if it stops there, an opportunity is lost.