5 Magazine Ad Campaigns

This week I’m analyzing Magazine Ads, and wow, there were so many good ones to choose from! I decided to go international for you. Most of the ads I’m exposed to are from my home country of the US, so I really enjoyed spending some time on the adsofthewold.com site. Here is a selection of ads that really get their point across:

“Yes we can.”

Obama-yes we can

Link to Ad: http://www.adsoftheworld.com/collection/obama_in_advertising#showdelta=16

  • Firm: Ogilvy, South Africa
  • Company: Volkswagen
  • Title: Obama
  • Published: November 2010

Objective: The very simple ad states, “yes we can- 2008” at the top and “Small can be powerful. 118kW 1.4l TSI. Das Auto. Volkswagen” at the bottom. They are comparing the small but powerful Obama campaign slogan to the small but powerful VW car.

Target Market: South Africans who had followed the US presidential election of Barak Obama.

Action: Inspire trust. Invoke a sense of power and simplicity through comparing the short campaign slogan to the design of the VW.

Value Proposition: If a short but powerful slogan can win an election, just imagine the power of this small car.

 

“Come back another day.”

polar bear

Link to Ad: https://aef.com/ad-campaigns/polar-bear-3/

  • Firm: Scholz Friends Berlin GmbH, Berlin
  • Company: Zoo Berlin Zoo Card
  • Title: Polar Bear
  • Publish Date: 2007
  • Awards: Clio award 2007

Objective: Expand sales of season passes to the zoo by showing reasons a consumer might want a season’s pass zoo card.

Target Market: Adults, children, adults who have to comfort little children who have been disappointed in not seeing their favorite animal at the zoo.

Action: Buy a zoo card. It’s worth the cost when you can’t see everything in one day. Upgrade to a season pass and come any time you would like.

Value Proposition: If the polar bear or whatever favorite animal you came to see won’t come out on the day you go to the zoo, there is a good reason to get a zoo card. The consumer can always come back another day.

 

“Wild Night”

Valentine Bed

Link to Ad: https://www.adsoftheworld.com/collection/highlighted_valentines_day_ads#showdelta=31

  • Firm: Cheetham
  • Bell, Manchester, UKCompany: Dreams
  • Title: Bed
  • Publish Date: February 2015

Objective: Highlight one of the many reasons that someone might need to buy a new bed. Use humor and the thought of a recent Valentine tryst to convince the viewer that they too, might need a new bed.

Target Market: This ad particularly targeted couples, the day after Valentine’s day in 2015 to persuade them with humor that they need a new bed.

Action: Come buy a bed at Dream. They understand your predicament.

Value Proposition: It’s ok if your Valentine’s Day gets a little wild because Dream is having a sale the very next day!

 

“Just Fly There”

just fly there

Link to Ad: https://www.adsoftheworld.com/media/print/eurowings_just_fly_there_1

  • Firm: Lukas Lindemann Rosinski, Hamburg, Germany
  • Company: Eurowings
  • Title: Just Fly There
  • Air Date: October 2017

Objective: This is one of a series of four ads depicting someone on the beautiful blue water enjoying the scenery. The objective is to entice the viewer to want to “just fly there.”

Target Market: Young, working adults, with some vacation time and some disposable income.

Action: Use some of your time off and just go somewhere cool, wonderful, relaxing.

Value Proposition: Travel can be as easy as a little money and a plane ticket. The value is in the reminder to take time away and go to places the viewer has always dreamt of.

 

“Smart Kitchen & Bathroom”

smart kitchen

smart bathroom

Link to Ad: https://www.adsoftheworld.com/media/print/eon_eon_climasmart_kitchen

  • Firm: M&C Saatchi, Milan, Italy
  • Company: E.ON
  • Title: E.ON ClimaSmart – Kitchen & E.ON ClimaSmart – Bathroom
  • Publish Date: October 2017

Objective: These two ads show the problem of wasting energy in homes. ClimaSmart technology is their solution. They use: #wehatewaste

Target Market: Adult homeowners with some climate control problems within their homes.

Action: Look further than your car or recycling for your environmental impact. Energy in homes is a great place to start. Their tagline is, “A better climate starts from your home.”

Value Proposition: E.ON can help you reduce waste, better control the temp in your home, and help you have a better environmental impact.

 

**Cover Photo Credit: https://www.picxclicx.com/free-stock-photos-stack-of-magazines-12/ **

5 Newsprint Ad Campaigns

While newsprint is a less popular form of marketing these days, there are still lots of people who subscribe to a printed paper. In fact, if your aim as a Marketer is to target members of the Traditionalist generation or older baby boomers, newsprint ads might be a great option for your product or service. Here are a few ads that prove the point as a great way to market to these generations.

 

“Five Minutes of Peace on Mother’s Day”

Nissan Mothers Day Ad

Link to Ad: http://www.adsoftheworld.com/media/print/nissan_the_colour_in_ad

  • Firm: Boys and
  • Girls, Dublin, Ireland
  • Company: Nissan
  • Title: The colour in ad
  • Published: March 2016

Objective: Woo mothers on Mother’s Day by giving them a coloring page for their child in the local newspaper. The ad gives a mother a few moments of peace on her special day.

Target Market: Mothers who might be the decision-makers in choosing the next family car.

Action: Consider Nissan as a company who designs for and understands the needs of parents.

Value Proposition: Nissan is providing you with a fun activity to entertain your child. If they understand your need for a few minutes of peace, what else might they understand and design for that caters to the needs of parents?

 

“Product Safety Called Out”

60 House Fires

Link to Ad: http://www.adsoftheworld.com/media/print/which_governments_lack_of_urgency_on_product_safety_called_out

  • Firm: Grey, London, UK
  • Company: Public Interest
  • Title: 60 House Fires
  • A Week. They’d Act Quicker If It Was Their Home.Published: April 2018

Objective: Inform the general public that the government is not moving fast enough to regulate and recall products that are known to cause harm in their countries.

Target Market: Older adults who might be more likely to spend more time at home and read print ads.

Action: Go to the website to help petition the government to publish an action plan on what they are doing to help consumers.

Value Proposition: By helping petition the government for an action plan, consumers, homes, and communities will be safer.

 

“Shouldn’t Every Day be Women’s Day?”

Today-womens day

Link to Ad: http://www.adsoftheworld.com/media/print/amcv_today

  • Firm: Fuel
  • Company: Public Interest
  • Title: Today
  • Published: March 2018

Objective: Bring awareness to violence against women by sharing average daily statistics on international women’s day.

Target Market: Newsprint readers in Portugal who may be unaware of both the statistics for abuse/violence against women and who may not have known that the day it was published was international women’s day.

Action: The call to action is to not just be concerned about women’s rights on one single day. The call to action is to do something about human rights and equality.

Value Proposition: By supporting AMCV.org the reader can do something meaningful to help women’s rights.

 

“Looking for an Ark”

Greenpeace Ark

Link to Ad: http://www.adsoftheworld.com/media/print/greenpeace_white_house

  • Firm: TBWA\PHS, Helsinki, Finland
  • Company: Greenpeace
  • Title: White House
  • Published: April 2007

Objective: Bring awareness to the fact that the USA was a necessary party to making the Kyoto protocol and agreement work.

Target Market: Awareness for readers all over the world that the US needed to sign the Kyoto protocol to extend the United Nations framework on climate change.

Action: Insist on US participation in the Kyoto protocol.

Value Proposition: US participation in Kyoto is imperative to the safety of the entire world. The US government had a duty to the world, not just the US to get involved in combating climate change.

 

“Hitler vs. Chaplin”

The Hat.PNG

Link to Ad: http://www.adsoftheworld.com/media/print/hut_weber_hitler_vs_chaplin

  • Firm: Serviceplan Hamburg / München, Germany
  • Company: Hut Weber (Fashion Hats)
  • Title: It’s the Hat.
  • Published: March 2008
  • Awards: Top 15 Greatest Minimalist Ads

Objective: Show the striking difference a hat can make.

Target Market: Older adults who would be reading the paper and not only understand the cultural reference, but also find the reference clever or funny.

Action: Buy from Hut Weber because a hat can really make all the difference in how you are perceived.

Value Proposition: Hut Weber has a sense of edgy humor and understands that your fashion choices can have bigger implications on how you are perceived by others. Buy from Hut Weber.

**All photos are from links referenced in each analysis**

5 Award Winning Radio Ad Campaigns

This week our Strategic Marketing class is evaluating award-winning radio ads. When I started my research, I didn’t have a theme in mind for the ads I would choose to evaluate. I simply picked out the ads that resonated with me as a consumer. From the five I chose, you’ll find the common thread is that this consumer prefers: funny, absurd, shocking, and/or slightly off-color advertising tactics. Here are my top 5 picks and a brief evaluation of each:

“Are you in good hands?”

Objective: Show the absurdity of the incidents, accidents, and delinquency of others to persuade you to buy a better insurance product when the inevitable “Mayhem” strikes.

Target Market: Anyone who has ever been driving along and been distracted by something while driving (great house, an elk). Or anyone who has been affected by a distracted driver (someone using their dating ap while driving).

Action: Accidents happen; distracted drivers happen. You need Allstate insurance to make sure you are not left with a huge bill if something happens to you.

Value Proposition: Allstate has your back when mayhem strikes on the road. You can rest easy knowing you have Allstate rather than some “cut-rate” other insurance.

 

“Why Tecate beats other brewers.”

Objective: Use humor and the tease of almost hearing a dozen curse words on the radio to sell their beer. They claim brewmasters all over the world are angry that Tecate is already brewing bold flavor that can’t be outdone. 2014 was a big year for micro-brewery growth and the larger beer producers like Tecate had to stay relevant.

Target Market: Beer lovers who may have been considering buying other brands.

Action: Let us shock you with our “almost crude” language. Don’t spend your money on craft beer. Tecate has had great flavor for many years and brewers all over the world know it!

Value Proposition: Go ahead and buy the inexpensive beer with the “dangerously” bold flavor. No other brewery can match the flavor, and the brewmasters are threatened by the perfection that is Tecate.

 

“Reasons why you need a dumpster.”

  • Link to radio ad: https://aef.com/ad-campaigns/estate/
  • Firm: Creative Services Group/iHeartMedia
    Company: Cooper Disposal
  • Title: Estate
    Air Date: 2016
  • Awards: Radio Mercury Award 2016

Objective: Inform potential customers that Cooper has a solution to your garbage problem. Cooper will come to you!

Target Market: Anyone who has inherited a mess. Particularly targeting the sandwich generation who has little time for an involved clean-up.

Action: Rent the dumpster. Cooper will drop it off and pick it up from your site. All you have to do is fill it up and reap the rewards of your inheritance.

Value Proposition: The ad uses humor and a song that gives a sense of urgency to shed light on a real problem that many families face each year. The issue of simplifying the process of sorting the good stuff from the “broken treadmill and shamrock sofa” can be a major headache when inheriting an estate.

 

“So anyway….”

Objective: Translate the idea that Quickrete dries really fast into a metaphor where the narrator tells a very abbreviated story with only two to four plot points for a topic that should be vastly more complex.

Target Market: Consumers with a use for Quickrete in their home or business projects.

Action: Buy this brand because it is really easy and fast.

Value Proposition: This brand is the fastest setting concrete. It will save you time.

 

“Here Kitty, Kitty”

Objective: Demonstrate the absurd things and services you might be able to afford should you become rich. Illustrate that you would be a much better steward of your money, should you win the lottery.

Target Market: Anyone in the listening audiences who has ever said, “if I won the lottery, I would….”.

Action: Play the New York lottery because you would obviously make better decisions with your winnings. Buy a ticket.

Value Proposition: What do you have to lose by buying a lotto ticket? If you win, you can’t be any more eccentric than the guy who pays a grown man to impersonate his dead cat.

 

Blog feature image: Box-Sisters-Radio-Teddy-Bear, Public domain, via Wikimedia Commons