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.”
- 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.”
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.
- 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”
- 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”
- 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/ **