Got your attention huh?
Well, those three words are the most used when drawing in an audience. If you had a notice board of notices (as opposed to a noticeboard of cuttlefish...oh, I do like to point out the obvious), if any had FREE, CHOCOLATE, or SEX as the heading, you will grab readers far more than any other words. They don’t have to be together – that would make this a whole other kind of website.
I guess at this point you are wondering where this entry is leading, well, I love smart advertising. During three minutes of utter dross, every so often, something grabs my interest – and that is when a company has truly excelled during their thirty second slot. The media market is pretty huge, and fiercely competitive, and that’s why branding is so important.
My favourite branding has to be Virgin.
Their marketing strategy is genius and relies on the one of the three attention grabbers...SEX; when Virgin Atlantic advertised their individual entertainment screens for Virgin Atlantic, they didn’t go down the tech-y route, oh no, they did this:
It’s so smart. I think as a company Virgin are at the cutting edge of brand, image and marketing. Take my dad for example, he spends his three minutes of ad breaks, shaking his head and wittering ‘what was that all about’...oh and tutting...he does like to tut, but we all know that as soon as Frankie Goes to Hollywood starts up, his focus will not divert from the screen for the next thirty seconds. Like I say, genius.
However, it was not Virgin that inspired this post – it was the British Heart Foundation. Ok you are now sitting there thinking ‘I don’t know a BHF advert’, let me alternate it’s introduction, by throwing in Vinnie Jones, The Beegees and 'hands only life saving skills'. Penny dropped? Well, if not this may help:
Working in the NHS, I spend many a day talking about mandatory training – which includes CPR. So this advert particularly caught my attention for it’s brilliance. Not only does it make the process simpler, but it also uses the beat of music to demonstrate the rhythm.
I know many different tunes that nurses use to keep the rhythm and I have to say ‘Staying Alive’ is sheer genius (and for a rockabilly such as myself to say such a thing, that really is high praise indeed). In the community I know that two songs are used regularly (ooh, now regularly...when you say this out loud, do you pronounce it as it’s written or do you say REG-U-LY? I always bounce the L’s and say REG-U-LAR-LY which I believe to be correct, however, I have told otherwise) ‘Nellie the Elephant’ and ‘Another One Bites The Dust’ – both of which could create very negative fall outs, so as much as I hate The BeeGees this is the clear winner by far.
Oh, and if you didn’t notice the title of the campaign, it’s called HARD AND FAST...
...Yes, I could have gone down the FREE and CHOCOLATE (Mmmm Cabury’s) route for this entry, but hey, you have made the end of this entry – so SEX clearly works.
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