Don't just listen to us. Listen to the 6,000 kiwis who told us about their favourite ads on TV.
The three R's to insist on:
- Be remarkable: Ask for an ad that's like no one's seen before - the element of surprise will get people talking.
- Be rewarding: Reward your audience with entertainment - they'll make your audience more receptive to your sales pitch.
- Be remembered: An ad is only valuable if it’s remembered as yours: how can you weave your unmistakable brand assets into the story?
Over the last 12 months, TRA, in partnership with ThinkTV, has asked more than six thousand kiwis ‘what’s your favourite ad on TV right now’. We also asked why the ad was their favourite, and what they thought the ad was telling them about the thing being advertised.
This large database of unprompted, open-ended responses has been coded and thoroughly analysed to determine the common elements of New Zealand’s favourite ads. Combined with global best practice thinking on creative effectiveness, we have distilled the findings down to three golden rules for yielding the best business results from TV-led campaigns.
By insisting on these three R’s when you brief your next TV campaign, you’ll give yourself the strongest potential of creating a highly effective enduring icon.
1. Be remarkable
Don’t ask for an ad ‘like that one’ …ask for an ad like no one’s seen before. The element of surprise is what gets people talking.
Marketers are humans too, and as humans, we feel safe when we fit in. It feels uncomfortable to be the odd-one-out with an ad unlike anything your competitors are doing.
However, if you want to create a favourite ad, you need to get comfortable with standing out.
Humans are hard-wired to look for patterns, and broken patterns get our attention fast.
Even the most compelling sales pitch won’t get noticed if it’s floating in a sea of sameness.
Surprising ads that break the pattern of sameness will get noticed, and get talked about.
“Did you see that?!”
Campaign fame – people talking about and sharing your ad – is globally proven to generate greater business effects than ads which aren’t talked about. We measured conversation around brands with Zavy social media data combined with Paymark eftpos terminal data and saw this theory conclusively played out in the New Zealand market too.
You can’t buy word-of-mouth space, but having a remarkable ad gives you the best shot at getting your brand into customer conversations.