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Blue Chip Marketing
I suspect sales have slumped because the IPhone5 doesn't offer enough additional benefit to justify being FORCED to buy new cradles, chargers and docking stations to fit the new 'Lightning' connector. #Owngoalapple
According to my own wife this ad totally hits the spot in terms of sympathising with what the run up to Christmas actually feels like for busy mums. We can all have lofty arguments about whether it's right that society puts mums in this position, but it's the truth. It's bloody hard work, it's stressful and it's not much fun. A lot of mums out there are probably dreading it. To me this ad clearly says (in a charming way) ASDA feels your pain mums and we salute you. At a time when Tesco seems to be having trouble emotionally connecting with customers it's not a bad Christmas message from the supermarket that most mums will automatically know is the cheapest option. It even manages to showcase the full range of goods mums can rely on ASDA to provide.
To offer one prize as an Instant Win on millions of packs is totally legal, it’s just a bit mean.
Instant Wins work best on fast consumption products like chocolate, crisps and soft drinks where it doesn't matter too much if you lose because you've got another chance to play tomorrow.
Even then it’s better to have thousands of lower value prizes so that lots of people actually win something and tell their friends. That’s why Walkers do £5 notes or coupons in envelopes, so we all feel we might win. This example is an INSTANT LOSE for most shoppers, even if they do bother to enter their code.
If you are going to do a single ‘money can’t buy’ style prize, it’s far better to make it a draw or a competition so you know that someone will actually win it. Of course this costs more money and was probably beyond Covent Garden’s budget. It’s a shame because it was a really nicely executed pack and a great link to the brand.
Stewart Hilton (Creative Director - Blue Chip Marketing)
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