The Australian Small Business Blog

Sunday, July 13, 2014

Ad of the Month - Creating an Experience

by Dr Greg Chapman

In most advertising, the target is an observer. The may pay attention or not, depending on what distractions are about. An ad on a media site may be totally ignored, unless it’s very flashy and pop’s out, but even so, it’s just annoying, stopping you from reading the item. What if you could make an ad that creates an experience?

That’s what VW did with this ad, in a movie theatre, where the audience is largely captive, but barely even observing, let alone remembering what the ads were that came on before. VW added an additional dimension to this branded public safety message.

During the ad, a text message was sent to people in the theatre with their mobiles on (most of them apparently!), which as they were distracted, not watching the screen, the car in the ad crashed. Hearing the cries in the audience and the ensuing silence, I think the message was received.

From the Volkswagen website:
The “Volkswagen – Das Auto.” slogan unites the three core messages that distinguish the Volkswagen Passenger Cars brand: innovative, offering enduring value and responsibility
This ad emphasises the last value.

What additional dimension can you add to your advertising aligning with your values, that will enable your audience to both experience and remember it?

May Your Business this Year be - As You Plan It.

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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