A new advertising scale: experience, relate, understand
This post has been edited for clarity but otherwise largely remains in its original form.
"There is great power in creating a real slice of life, with a pleasant surprise, that creates real emotions, and capturing that on film."
He suggests that Coca-Cola's original Happiness Machine has a decent claim to kicking off this trend in earnest. One of the critical success factors of the Happiness Machine ad is seeing the reaction on the faces of the students as unexpected items appear from the vending machine. We do not just see what happens, we enjoy the moment with them, we cannot help it; reacting to the emotion of others in this way is an integral part of being human.
"…repeated mental "rehearsal" of what the brand is about helps to build clarity and maximize the chance that the brand will be recognized and found desirable."
As is often the case, a post by Faris Yakob, Co-founder of Genius Steals, titled 'Reality advertising,' got me thinking. I have no doubt that, when so much of our day-to-day experience is mediated by screens and staged for effect, there is huge value in delivering a real, positive experience. And that idea reminded me of a 'scale' of advertising response that I had been exploring some time ago.
Reality advertising
So what does Yakob mean by reality advertising? In his post he states,
So what does Yakob mean by reality advertising? In his post he states,
"There is great power in creating a real slice of life, with a pleasant surprise, that creates real emotions, and capturing that on film."
He suggests that Coca-Cola's original Happiness Machine has a decent claim to kicking off this trend in earnest. One of the critical success factors of the Happiness Machine ad is seeing the reaction on the faces of the students as unexpected items appear from the vending machine. We do not just see what happens, we enjoy the moment with them, we cannot help it; reacting to the emotion of others in this way is an integral part of being human.
Experiences to which we relate
To my mind this is the mid-point on my advertising experience scale. We relate to what is being shown and said in the Happiness Machine video. And, because that experience is captured, it can be shared widely, potentially influencing millions of people. (It is worth noting here that the video was originally not intended to be used on TV. However, after the YouTube video tested well in Millward Brown's Link, Coca-Cola were persuaded that it had broadcast potential.)
To my mind this is the mid-point on my advertising experience scale. We relate to what is being shown and said in the Happiness Machine video. And, because that experience is captured, it can be shared widely, potentially influencing millions of people. (It is worth noting here that the video was originally not intended to be used on TV. However, after the YouTube video tested well in Millward Brown's Link, Coca-Cola were persuaded that it had broadcast potential.)
Experiences we experience ourselves
So what might have an even stronger effect? My answer would be experiencing the positive feeling displayed in the Happiness Machine first-hand not second-hand. Real-life experiences are compelling in a way that no video can ever replicate and offer hands on use of the product. Take for instance, the Arcteryx Academy, the King Arthur Flour baking classes, or the BMW Performance Driving School. Each one engages people with the brand's products in a way that can never be matched by advertising alone. However, what they deliver in depth, they lack in breadth.
Ideas we understand
Lastly, what about the 'understand' point on the scale? This point encompasses the vast swath of advertising, where the viewer sees what is happening but does not share the emotional experience in any significant way. Much of the advertising is informational.
Lastly, what about the 'understand' point on the scale? This point encompasses the vast swath of advertising, where the viewer sees what is happening but does not share the emotional experience in any significant way. Much of the advertising is informational.
Take for instance, the 2014 Bronze Health Effie Award Winner Zyrtec's Muddle No More. The big idea purports to be holding a mirror up to 'Claritin Complacents' but the scenarios used are hardly ones that evoke an emotional response beyond a passing smile. However, that does not stop the ad being effective. People do not need to relate to the actors shown in order to understand the key message; the knowledge conveyed is enough to motivate people to switch.
Rehearsing reality
A while back I wrote a post titled, 'Rehearsing Reality,' in which I proposed that,
"…repeated mental "rehearsal" of what the brand is about helps to build clarity and maximize the chance that the brand will be recognized and found desirable."
Making sure your ads are understood is the very least you should aim for, but most brands would be far better served by creating and sharing real, positive events, because the emotions these evoke are far more spontaneous, unexpected, and authentic.
So what do you think of this scale? Please share your thoughts.
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