Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer

By Paul Springer

The second one version of advertisements to Icons examines present and destiny developments in advertisements. via 50 overseas case reports of latest and iconic ads campaigns, writer Paul Springer identifies why those campaigns have been winning and analyzes their contribution to the ongoing improvement of advertisements.

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Creative direction The commercials used a tone of humour synonymous with beer commercials in Europe. The narrative device is also familiar to beer commercials: in each of the six Beerka commercials a male central character is featured watching television. At the moment he is about to drink his beer the events on the screen burst into life in his living room. The casting and exaggerated storyline provided a treatment that was clearly consistent with beer advertising. 30 Ads to icons Much of the campaign’s success was to do with its planning and media-buying strategy.

In terms of planning, the campaign challenged an assumed television advertising convention. In some countries advertising breaks usually involve brands competing with one another in an effort to grab viewers’ attention (having competing brands in the same commercial break is relatively recent in the UK). Beerka’s launch strategy challenged the assumption that all brands during commercial breaks are in competition. Preceding beer commercials served to set the context for Beerka. In return, Beerka’s ‘add-ons’ helped make commercial breaks memorable for beer commercials.

The call to action was therefore immediate, as interest could be followed up in an instant. Review The Ford Mondeo interactive commercial featured in the national press as an innovation in the week leading up to its first airing. Therefore anticipation had been created, and the brand had benefited by being seen to pioneer this type of digital advertising. The Ford Mondeo iTV defined what a best-in-class interactive car-buying experience should be: it allowed users to know more about the car, see its features and benefits in detail and order a brochure, all from the comfort of their armchair.

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