Tag Archives: 2016

Anatomy of An Insight: Blood

nobloodshouldholdusback

This Bodyform ad might be my favorite ad of the year.

Insight: It´s ok to draw some blood when you do sports.

Especially FMCG category is filled with fake images of shiny happy people who are so detached from reality that I wonder how the brand managers and agencies can live with themselves. Our audience is not stupid. Having blue liquid in sanitary pad commercials has been a running joke for as long I remember seeing advertisements.

Many of the brands might have been toying about showing actual blood in the ads; the idea is not that novel. What instead is novel, that Bodyform had the balls (or ovaries in this case) to actually do what none of the other brands had not dared to do before.

Because of popularity of Game of Thrones, Crossfit and MMA, our audience is accustomed to more rough and rugged imaginary. Many of the marketers have not realized this sense of aesthetics and that is why many of the ads nowadays look over-polished and just plain fake.

Advertisements
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Anatomy of An Insight: Cornetto Commitment Rings

cornettocommitmentrings

My wife and I seldom quarrel, but when I started to watch Orange is The New Black alone without her, there was a heated exchange. Therefore this is brilliant execution tapping into current life of target audience:

Insight: The biggest time commitment you make in this digital world is the 10+ hours you decide to invest to a TV series. You should want to share those moments with your loved ones, but quite often the temptation to be the first trumps the consideration for your other half.

I am not exactly sure whether Cornetto exactly the right brand to do this, but idea is rooted on a true insight.

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Bots and The Rise of Conversational Commerce

Messaging is the new browser and bots are the websites.
Mike Roberts, Kik Head of Messaging and Bot Experience

Bots have been all the rage last weeks. Whether it has been the NSFW Microsoft bot (not only racist, but also encouraging pot smoking in front of cops) or the ability to build chatbots on top of FB messengers.

Why sudden interest in bots?

They are not really a new phenomenon. Eliza was already created in 60s (test it here) and Siri has also been around for a while (test it in your phone). The main reason for the chatbots to gain importance especially now is because of the changed digital landscape. For majority of users, messenger is their digital starting point. Users don´t want to use messaging over Internet, they want to access their Internet to from their messenger. Therefore ability to help, serve and sell to users within messenger is paramount. Short text message (or emoji) is the default way of communicating, should it be also the way to communicate with the brands?

“Conversational commerce is about delivering convenience, personalization, and decision support while people are on the go, with only partial attention to spare.” 
Chris Messina

We are still having long way for the bot economy and below are the core things to fix before chatbots will evolve from novelty to actual user behavior:

1. The bots need to understand normal talk
“They aren’t taking natural language; they are taking menu names,”
Bruce Wilcox,the author of Rose, the winner of the most recent Loebner annual chatbot competition.

Many of the recent Facebook bots are still quite clunky in terms of discussion. People are more casual when they are thinking that they are conversing with real person. The challenge is for the robot to be casual but at the same time providing the transactional value. Current examples have not been particularly promising as they are either pushing you products in unnatural way or trying to be funny but not providing any value:
poncho

2. The bots need to become more predictive and fast
Going back and forth with your bot to order a pizza is tedious process. Getting weather details in an hour is just ridiculous. They need to become way more intuitive to use to really rival Google for getting your fast answers. The novelty factor will wear off quickly. If bots are not able to give you solutions fast, they will not be used.

3. Bots are not a destination but a way to enhance the existing discussion
E.g. instead of going to separate weather bot, you should get the weather details when you are chatting with your friend and need that info. Mark Zuckerberg raved about bots as replacements for apps, but with the current experience, it is actually just easier to go to that weather app and get your answer. Ideal situation would be that your messenger would recognize opportunities for commercial interaction from your discussions, but how to build that experience so that it is not creepy?

We are living in the early days of conversational commerce. Using messenger for repeated purchases (like pizza delivery) seems like a no-brainer, but will people actually start browsing products within messenger and asking help from the chatbot?

That depends on the user experience. If AI behind the chatbot actually would know your taste and it would be effective and enjoyable to chat with, messenger economy could become true game changer. Opportunity and potential demand is there, but building a good recommendation engine alone is difficult not to mention that you have to add enjoyable interaction with a robot on top of that. And the core question is, will people want to interact with bots?

Time will tell.

One thing is for certain. Bots will not kill the web, but they will permanently alter it.

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Anatomy of An Insight: Grilled Dogs Featuring Snoop Dogg

I love when you make a blatant product announcement interesting:

Insight: Snoop is Doggy Dogg and Burger King has introduced hot dogs, see the connection?

Sometimes you just let people know that you have a new product out. You use celebrities to borrow relevance so that people will listen and then you ensure that your content is genuinely funny or moving. This “internal training video” definitely made me laugh, starting from the smoky entrance of Snoop D-O-double G.

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Farts, Apple Watch, Racial Tensions: This Is What People Read in 2015

Another year is nearing its end. This year the most popular posts ranged from flatulent humor to Apple watch (and everything in between).

I had time to post a little bit less than on previous year, but readership remained stable and some surprises in the most read post list as well. You never know yourself what post will tickle your reader´s fancy.

This year I read lots of interesting books, saw some interesting movies and had some interesting debates. However, despite the Apple Watch, the year seemed a little bit boring from advertising and technology point of view.

I think it will be calm before storm, and next year will be humongous (both in macro and micro –level).

Or it is just the same old shit, you never know.

Most read posts 2016

  1. Ideas are like farts
  2. Why Apple Watch is Crucial For The Future of Apple
  3. Anatomy of An Insight: #Joulurauhaa
  4. Rethink Your Marketing Research
  5. Forget The Apple Watch This Is The Only Wearable That Truly Matters
  6. 5 Ways To Make Your YouTube Pre-Rolls Kick Ass
  7. Agencies Are Slow
  8. Digital Pre-Testing: Harmful Waste Of Money
  9. Just Say The Obvious, But Do It With Flair
  10. Anatomy of Insight: Straight Outta Somewhere

This will be my last post for the year.

I will be returning, whether you want it or not, in 2016.

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