Friday, 16 July 2010

Social Media Fashionistas Have Discovered This Thing Called - Advertising!

Ever since the Old Spice man commercial launched I've found myself extremely amused at all the hype. And let me just say, it's not because I don't find the whole campaign brilliant. It is.

But that's just it. It is a brilliant ADVERTISING campaign.

Let's try to deconstruct a possible brief:

1. AXE is considered more innovative and progressive in the younger demographics.
2. Once someone finds a cologne they like, they rarely change unless someone buys them a new scent.
3. Just fixing our product and coming out with new progressive scents isn't enough because our problem isn't awareness, it's perception.

Target: Women who purchase new scents for their boyfriends

Objective: Reposition the brand (note I didn't say sales Scott ;)

Customer Insight: Old Space is considered cheesy, for old guys, smells like grandpa (H/T to James)

Strategy: Use the bad perception and turn it into a good thing (ala Avis Cars - we are number 2 we try harder)

Tactics: Good old TV campaign and seed the campaign in our owned social spaces (duh)

Now watch and listen. Come up with more ways to engage and be innovative. Extend it even further and use the new network to drive excitement (thus the brilliant Twitter campaign the other day).

So advertising is dead? Tv doesn't work any more? When my 14 yr old teenager walks up to me and starts saying, "I'm on a horse" i KNOW it's working.

Smart insight. Great strategy. Brilliant Execution.

The End.

P.s. I'm personally still waiting for the guest spot on a relevant TV show for the Old Spice guy
pps thx to the two Jeff's (Himel and Burton) for pointing out my blogging too quickly spelling and accuracy errors. Always appreciate the crowd source editing love

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