In January 2010 Coca Cola Company created the “happiness machine” video with the help of an interactive marketing company. This advert dispensed a lot more than a cold beverage. It was placed at St John University in New York. It had strategically placed hidden cameras and all the reactions from the students were real!
Coke was trying to engage and remind teens of the brand and try and connect with them outside typical TV commercials and online games.
In this advert coke did a lot of things good. The marketing tactic that Coke used focused on low-cost marketing, that has high energy and creates a social buzz known as “Guerrilla Marketing” which according to Levinson (1984) can be defined as “Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money” ( Levinson, 1984, p. 87) The video has gone viral with over 4.5 million hits on YouTube.
It is targeted and connects the brand with teens and young adult’s outside the traditional TV advertising. They are trying to interactively call to action so people can “share the happiness” alongside the question “where will the happiness strike next”. Coke has raised the marketing bar. There challenge was to connect people to share a moment with someone they would have never met- which I think they successfully completed. They are created new ways to express themselves through a tangible sense of connection. The video was shared many times through the use of social media and word of mouth.
They use a psychological method called “classical conditioning” which is a process that can occur between an environmental stimulus and a naturally occurring stimulus.
Simple advertising can differ what brand method to purchase. In coke’s case they have used happiness which is contagious. That contagious” quality is where design meets the market. This is an example of how viral happiness can be.
Overall I think this campaign is excellent and engages the consumer through ambient advertising creates a buzz through innovate advertising
Levinson, J. C. (1984). Guerilla Marketing . Entrepreneur Press .
This advert is an advert from the company Three. They are a mobile phone network provider. The advert follows on from other adverts previously done by Three – such as the pony advert and the pug advert. They all follow the same theme of “silliness”.
The advert is trying to build brand awareness through using funny techniques. They are trying to present a different persona about the company. Being funny attracts viewers to watch the full advert and not turn off half way through; I think they use “funny” to their advantage and it works well. It Intrigues the audience with the use of the little girl and the singing cat. It could perhaps be referred to as nostalgic. Due to the 80’s music as it brings back memories or maybe because of the girl on the bike would bring back memories to girls who once had one of those bikes.
The advert is aimed at younger people and people with a mobile phone in my opinion. Furthermore, it is aimed at especially online users with the use of the hashtags- #singitkitty. This gets users talking about the advert through word of mouth which is free marketing for the company.
I like this advert as it is fun and memorable. Three made this a good advert as it is shareable through social media sites. I good tool they have used is making it actively interactive as the audience can go online and insert their face into the advert which makes it more personally to the individual. Another factor is that Three have used a continuation of a running theme, which links in with all their other adverts this allows this one to tie in. Three are not taking a serious approach to their advertising which is a contrast to their competitors like 02 and Vodafone that take a corporate business-like approach which is very refreshing.
In contrast I feel that Three sing it kitty advert creates a lack of linkage to what they are trying to sell and promote to the customer- not selling anything in particular. The advert has a loss of branding and the customer may come away from the advert wondering what Three actually does/is. Perhaps some customers may feel is Three is a silly company they won’t be able to sort out my problems and won’t take me seriously.
The Psychology of this campaign is that it is a themed campaign and runs alongside other adverts they have done. It also follows a trend and continuation of “we all need silly stuff”.
I have chosen this poster advertisement I found on Pininterest. This is a campaign against drunk-driving to warn people the penalties of their actions. There have been various campaigns over the years to help prevent this. However, this advert tackles the problems around drink driving and explains what can happen if you do.
The caption on the advert which is “How much will your next round cost you?” makes the reader stop and read, and this makes it very thought provoking, straight forward and somewhat play on words. The advert is very eye catching and each of the four bottles of alcohol has a word written on them such as “your job” and “12 month driving ban”, which has great importance to some people and really hits the reader with a reality check. This creates a sense of alarm for people or the drink driver.
A persuasive technique used in this poster that it creates a fear effect. Unlike some of their previous persuasive adverts which contain disturbing images on the matter, this one does not contain any disturbing images which makes some people tune out of the message and prevent adverse effects. Therefore, I find this a very impressive advert that would leave the viewer with an important educational message, as some people do not realise the consequences of drinking and driving.
Overall I feel that this advert is very important reminder to the reader to take a different way home as a drink drive endorsement will remain on your license for 11 years (ask.com)
ask.com. (n.d.). Retrieved 03 04, 2014, from https://www.askthe.police.uk/content/Q368.htm