Tag Archives: anatomy of an insight

Anatomy of An Insight: Fartcode

If you are not even slightly entertained by flatulent humor, there is probably something wrong with your emotional state.

“You don’t have to be smart to laugh at farts, but you have to be stupid not to.”
Louis C.K.

Gas is always a blast for me, so not surprisingly this was highly entertaining:

Insight: Kids are not interested in nutritional value of food. Nutrition in food makes you fart. Fart equals fun. Educate kids through farts about the nutritional value of food. Get smart with your fart.

Nice touch on this app, combining utility and social sharing.

Only question with this brilliance is will it really appeal to kids (kids referring to anyone younger than me)?

The look & feel is actually more resembling an episode of Beavis & Butt-Head from 90´s and the song could have been lifted from the glory days of Epitaph records skate-punk.

Is it something that resonates more with us middle-aged kids than the real target audience?

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Anatomy of An Insight: Diesel Erotica China

Wise brands should venture where the people are, but other brands do not dare to venture:

Insight: Like in Avenue Q song, Internet is for porn, with over third of web traffic pointing to pornographic sites. That is naturally quite tricky opportunity for brands to exploit, but Diesel did a great work with this campaign. Just because other brands are not there does not necessarily mean that your brand could not be there. It is risky of course, but great advertising usually is.

On a related note, this is a brilliant case study from Eat24 about their experiments on advertising on porn sites. I especially like the creative execution. There are other brands that could take advantage of those cheap CPM prices in the adult sites. For example it would seem quite no-brainer for telcos to advertise their fast broadband connections on the X-rated sites.

While regular brands try to go rude, the rude brands try to go regular. One of the biggest adult sites PornHub has been on a search for creative director to create their first national SFW ad campaign. Some of the entries were quite innovative:
Pornhub Advertising

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Anatomy of An Insight: Tigerair Infrequent Flyers Club

Quite often I end this section by saying that I wish I would have done something like this. Well this time I actually  have. Campaign we did couple of years back to ST1 was based on similar notion, although the loyalty card worked differently (you got immediate discount when using that card).

Tigerair has been mentioned on this blog before, but this time they really nailed it right:

Insight: People have a love & hate –relationship with loyalty cards. Pretty much everyone knows that they are bullshit and eventually increase the prices you pay. Still almost everyone falls into them and their ridiculous schemes. This campaign makes fun of that notion and recognizes the fact that eventually with budget airline you are only interested about discounts.

I just love when brands have humor to laugh at category conventions.

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Anatomy of An Insight: Edeka Supergeil

I was having a holiday last week and almost missed the best advertisement thus far this year. Great example that retail advertising does not need to be boring:

Insight #1: When in doubt, steal.
If you are not interesting brand, you should tap into other interesting content. The band called Der Tourist originally did the song in the ad and Friedrich Liechtenstein sang it as well. It was ok viral hit, with over million views. Not overplayed like Gangnam style, but well known enough to build the momentum around.

Insight #2: Interesting is controversial.
Geil meant originally horny in German, but has recently in slang started to mean cool. The whole video and lyrics are filled with sexual innuendo and double entendre (read here the full translation). When you are competing with all the content circulating in Internet, you have to spark the interest immediately. Ad version is actually weirder than the original video. Usually brands start diluting interesting memes and doing politically correct versions of them. That is the recipe for disaster. If you want to be random, you have to be truly random.

Insight #3: Show the product.
I love ads, which put product blatantly to the center but in relevant way. The amount of Edeka products is mind-boggling in the ad. Friedrich is smoking Edeka sausages and bathing in milk and pouring muesli on himself, for god´s sake. If the main premise is right, you can add the product layer easily to your content. Even testing that the house brand toilet paper is plush enough:

Insight #4: Context is the king.
Weird is normal in Internet. That is why the original song was a minor hit. Weird in context of supermarket advertising is abnormal in Internet. That is the reason why Edeka ad has become viral hit. People have the assumption about how retail advertising is. When something like this comes and fights totally the assumption, it is refreshing, surprising and works like hell.

Awesome job from Jung v. Matt.

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Anatomy of An Insight: Sorry, Coke & Pepsi.

The SodaStream ad for Super Bowl is quite vapid creatively. As a guy, I naturally do not complain having Scarlett Johansson on it but I have seen her in way more interesting settings. The beauty of this ad is that it is already banned:

The reason for the ban is the line in the end: “Sorry Coke & Pepsi”. Apparently Fox was afraid that it would upset those big advertisers and we will not see this 30 s clip in Super Bowl. That hardly does matter as the ad has already been seen over 2 million times. Daniel Birnbaum, the CEO of SodaStream acts furious, but is probably laughing all the way to the bank:

“What are they afraid of? Which advertiser in America doesn’t mention a competitor? This is the kind of stuff that happens in China. I’m disappointed as an American”

Insight: If you are challenger brand, you have to aggressively confront the bigger competitors. People love underdogs. This ad further solidifies SodaStream challenger position while making competitor look as evil giants. When your ad is banned, it actually gives extra credibility to your message. Although Coke or Pepsi might not have anything to do with the ad ban, this raises speculation about conspiracy.

Too often brands do not act as challengers or market leaders, but fell in the middle ground. As a brand you are either David or Goliath, there is no middle ground.

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Anatomy of An Insight: Denham Psycho

Although making fun of “hipsters” starts to be quite passé, this video still gets a pass. This brilliant piece showcases one hipster doing his best Christian Bale impersonation while having product integrally in the film as well:

Insight: If you do branded content, it has to be interesting content first and foremost. Brand comes later. If you are paying homage one of the nihilistic and violent movies of our generation, you have to be violent as well. Denham is not competing against other jeans brands in YouTube. It is competing against all the content out there. The quality criteria of our target audience has gone up and we either match it or become obsolete.

Denham Psycho is not everyone´s cup of tea. This is not a concept getting lukewarm reception in meeting room. You either love it or hate it. And that is how it should be. Advertising should be discriminating. Your marketing communications should make a clear distinction between them and us. Messaging strategy is not only about thinking to whom we are talking to. It is also about deciding, who you will leave out of your party. If you do not get popular culture reference to cult movie, maybe you are not Denham target audience to begin with.

When creating branded content, it is balance act between brand relevancy and brand controversy. As a jeans brand, Denham is in in the lucky position to dial up the tone to the latter spectrum.

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Anatomy of An Insight: Burger King Anti-Pre-Roll

Accidentally I stumbled upon two Burger King campaigns this week which were on totally opposite side of the spectrum. Whopper Sellout was a disaster, but this pre-roll campaign is great:

Insight: People hate pre-roll videos. Ironically, you probably have to watch one to see the case study above. There is nothing more annoying than seeing boring ads, when you just want to see Japanese diarrhea dance. I pretty much always skip the pre-roll, expect if it really captures my attention immediately. Kobe & Messi Selfie Shootout was probably one of the latest pre-rolls I watched from beginning to end. But what if you tailor your pre-roll message to the content your audience is going to watch?

Really simple and effective idea also tied to promotional message. It would be interesting to see some stats from the campaign as well and to compare the finishing rates to regular Burger King promotional pre-roll.  My hunch is that this execution did quite well. This is also a great example that nowadays you really cannot separate creative and channel planning. They go hand in hand.

 Content is king, but context is king kong. 

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Anatomy of An Insight: Kobe vs. Messi Selfie Shootout

Turkish Airlines taps into the selfie-phenomenon in their new ad:

Insight: Taking a selfie is about telling a story and capturing a moment. The bragging rights in holiday photos are huge. Travel photos constitute big portion of selfies, so it is great connection for airline to build on. It also continues nicely the rivalry theme from the previous ad featuring Kobe & Messi (over 100 million views). Compared to that one, the bridge to actual brand promise is actually tighter. The whole spot ends with the mention that Turkish Airlines flies to more countries than any other airline. Just brilliant.

This is a great example of utilizing celebrities in smart way and telling insightful brand story at the same time. Guaranteed to garner millions of views.

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Anatomy of An Insight: For Goodness Shakes

The best thing that can happen to your product ad is to get banned. Good example of this is the protein shake ad below:

Advertising Standards Authority in UK banned the ad because “it would cause serious or widespread offence.”

Yeah, right.

I think the problem with all these institutions is that they regard themselves as the target audience and assume everyone else is as humorless and dull as they are. That is typical problem for planners as well.

Well, whatever.

The ad itself is classic example of building the story around the dramatization of product feature (or lack of it).

Insight: Shaking protein drinks is a habit. This ad showcases that it looks stupid and there is better alternative: protein shake you do not need to shake.

Otherwise really basic, simple and functional product ad spiced with quite mild sexual innuendo resulted in the ban. Probably the ban proves to be goldmine for
“For Goodness Shakes” because of all the free publicity (like this blog post you are reading).

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Anatomy of An Insight: The Streets Sound Different by Volksvagen

Sound is important part of your brand. Harley-Davidson views its V-twin engine sound so crucial aspect of it brand, that it filed a sound trademark application for it in 1994. But what do you do if your product does not make a sound? This is how Volkswagen approached the challenge with its campaign for it electronic vehicle solution e-mobility:

Insight: Electric car is just as good as normal car, expect that it does not make a sound. So it is only natural to hire beatboxer to do those traditional car sounds.

Again a brilliant simple idea I wished I had done myself.

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