Searching Beyond the Paid

Thursday, June 01, 2006

Some Really Great Creative

This rich media ad for the Philips Bodygroom just gave me the best laugh I've had all day! It's an absolutely brilliant example of great creative, plus a real word-of-mouth / viral component that fits the target market to a T. There is so much buzz in the Internet Marketing world these days about rich media, "WOM" (word of mouth), and viral marketing that I've almost gotten to the point of tuning it all out. But this is a great campaign that does it right.

The ad agency did their homework, too. The iMedia Connection web site explains how the campaign was developed. It's a great case study in the right way to do target marketing: research, brainstorming, planning, and execution. The best part of all, in my opinion, is the fact that it's driving sales. After all, isn't that the goal? Sure, brand awareness is great, and this campaign'll do that too - but as we all know, money talks and [beep] walks. Other viral campaigns, like the much ballyhooed Chevy Tahoe "make your own commercial" push, were fun for people to play around with, but I doubt they sold many Tahoes that way. Some could even say the whole thing backfired, what with the spots out there bashing SUVs for gas-guzzling, bashing US automakers for a variety of transgressions, and the many silly-and-juvenile-and-bordering-on-offensive risque ones... Sure, the campaign got plenty of word-of-mouth, but I'm not sure it's what Chevy had in mind.

Tribal and Norelco got this one right. They hit the [beep] on the [beep]. My opinion of WOM just grew - one optical inch.


Post a Comment

<< Home