Emotion Effect

One of the strong TV commercials stuck in my memory is the emotional advertisement of "Zalando". In its humorous TV ads German e-commerce company emphasizes the scream of people receiving the delivered box from "Zalando". The ad shows how husband, suffering from his wife's addiction to "Zalando" shoes and clothes warns other men about the consequences of such addiction.

The ad makes special accent to one of the best advantages of purchase from "Zalando", i.e. the possibility of return of any ordered article free of charge. This free return feature in my opinion has a long-term effect but.... the most impressive thing in any "Zalando" ad is the SCREAM effect.

Instinctively human nature is very sensitive to any loud voice and scream. Prehistorically it determined the readiness to the possible warn. And this is the main reason the ads with strong emotions are easily stuck in our minds. Any of us may know how penetrating is the child cry, hysterical laughter or sometimes even gentle whisper. All these emotional experience has mental effect and which, as a rule, long-lasting impact in our minds.

http://www.youtube.com/watch?v=XHpWoAmVQm8
http://www.youtube.com/watch?v=dnNyy0xzG2k
 

Silence of Love

This advertising was launched by Thai Life Insurance.

The story is about father who is deaf and dumb.
His daughter pursued a better father who is an ordinary person without deaf and dumb.
In conclusion, this advertising tried to convey that there is no perfect fathers
however, they got the greatest love.

This advertising was very popular at that time.
Many people talked and shared this video.
The company wanted to catch people's attention by using emotional story
which is very sensitive for Thais.
Although the story is not quite related to the company product,
it is one dominant strategy for Thai's market.

Enjoy watching!

English Subtitle

Dollar Shave Club - Save Time, Save Money

I saw dollarshaveclub ads on youtube as a commercial. I'm used to with skipping the ads but not this one.

 Dollar Shave Club

The Dollar Shave Club started with two guys who got tired of paying $15-$20 every time they bought razor blades. They got sick of Big Blades companies convincing them to buy expensive blades. So, they came up with the idea of the low cost shaving blades. Then, they teamed up with the world leading blade manufacturers and created signature 2, 4 and 6 blade razors. Their blades got everything needed to shave: stainless steel blades, lubrication bars and pivoting heads. Moreover, they added the value to their products by doing home delivery once a month.  As we have seen, their viral marketing ad also played a great role for their success.

Viral commercials need no more than a good idea--examples in Taiwan

Probably the most impressive commercial in Taiwan is the commercial series of PXMART. PXMART is an old medium-scale chain supermarket in Taiwan. Different from new supermarket and shopping mall, PXMART doesn't have fancy store decoration, fashionable uniform for clerks and you cannot even use credit card there. Moreover, all the PXMART stores are in bad location. Either in the middle of no where or people don't even know there is a PXMART in B1 of some old building. Actually, when you step into PXMART, you would feel like being in a large grocery store instead of a supermarket. The only, and probably the most important feature that makes them survive is the price. Nearly all the products in PXMART is 10% cheaper than the average.

Does lower price mean bad quality? 

The TV commercials series made by Ogilvy have successfully turn their weakness into strength.

Let's see if lower price means less tissue paper in the package.

The commercial usually seen during Typhoon season really remind us to go to PXMART for food and groceries.



Script:
Precautions against typhoon with three steps.
1. Pile up sand bags.
2.  Seal the door and windows.
3. Go to PXMART.
Oops, go to PXMART first.

Simple but impressive commercial.
If you search on the internet, there are many parody of PXMART series. TV talk shows make fun of these series. People talk about PXMART more often than before.

Brand image creation in saturated markets

 Several years ago, one famous deodorant arrived at Japan.
The name of the deodorant was "AXE" , and this prevailed in Japan soon
due to its CM impact.

This CM didn't only stimulate young men's desire that they would like to be popular in women,
but it also caught young women's curiosity.

Actually, when I listened to the image of viral marketing in the previous class,
I came up with this CM since the curiosity about AXE in Japan was quite high and the brand name of AXE became suddenly known to most Japanese as a powerful virus expands.
People who used AXE encouraged others to use as well.

Typically, the companies who have served services at first tend to obtain higher market share.
However, I think that AXE is a good example for the companies who entered markets later to
create brand image and obtain high market share even in a saturated market.    
   

AXE CM:
http://www.youtube.com/watch?v=AeHTqhZ5JXY

A Commitment of Pepsodent in Indonesia for The Improvement of Oral Health

Pepsodent, a Unilever’s brand, is the oldest and most well-known toothpaste in Indonesia. It was the first toothpaste in the country that launches fluoridated paste back in 1980s and the only paste in Indonesia that actively educates and promotes proper habit of brushing through school program and free dental check up service. Pepsodent has completed its range product from basic cleaning to complete benefit paste ever since.

Habit & Attitude survey has indicated that only about 34 % of Indonesian people brush their teeth before going to bed. Even from clinical research found that in early morning bacterial counts are multiplying two times faster at night than any other time in the day. This implies that bacterial growth increases the most during the night and can increase possibility of cavity. Recent evidence also supports brushing with fluoride toothpaste before going to bed at night due to its extended protect for a longer time at night. 

That is why Pepsodent feel the needs to use Night Brushing as its health campaign to make Indonesian people brushing their teeth before going to bed at night as a part of cavity prevention habit.

There are several TV’s commercial videos campaigning night teeth brushing from Pepsodent in Indonesia. The videos consist of such conversation between a father and his son in a different story settings, such as monster, breath smells, or  knight’s story.

http://www.youtube.com/watch?v=wrPU3eiJiEk&feature=related

http://www.youtube.com/watch?v=iG5ehXyO3gk&feature=related

http://www.youtube.com/watch?v=4mVApTR6SWE&feature=related

Great success of Coca-Cola launching in Mongolia.

Do you know what is 150 ? This was the biggest question among everyone children, young and old people,  for about 3 months in 2009.

On every TV channel , on every banner of city , on every wall of the tallest buildings ,all you could see was white poster  with red number 150 . There was only number , nothing was indicated on that.

So human beings are very curious mammals. This hidden commercial was very successful beginning in Mongolia for coca-cola , because for many people it was not an usual drink. People does not know the taste well , for many of countryside people the name was even difficult to read . 

This red labeled drink was something new .After for about 3 months, it changed into different picture of bottled coca -cola and 150 tug (Mongolian currency 1$=1200 tug) so it seemed very cheap . By that time everyone new about 150 , and when all got the answer it was surprisingly just a soft drink .

I think this was the biggest viral of all. Now days some people still  call it 150 soda instead of coca-cola , even after they changed the price .