4:27 pm
The Big Idea
We looked at advertising campaigns and their success stories. As I didn't really know about the brand I found this campaign really interesting due to how it expanded so rapidly and was able to change perceptions.
The clip shows how the brand, Old Spice, researched and found out that women were actually buying more body wash for their partners than the partners were themselves. From this research they focused advertising through films that partners would watch, however they did go through a traditional method of their first advertisement being released super bowl weekend.
I think the response to the advert was possibly not expected but the brand used the parodies to their advantage and set up a response campaign of 186 videos that were personal to request.
The campaign was successful in what it wanted, to get men and women to talk about the brand and therefore move from an old fashioned brand to modern and well known.
A campaign that I found really interesting was a Tourism campaign for the best job in the world. The aim was to create awareness for a beautiful Island in Australia by creating a dream job. The job had 4 million applications and was not advertised in a normal way, it was advertising in job sections in newspapers and then the news started to report.
The campaign allowed it to go viral and included voting globally. It was really interesting and different to anything I had seen before.
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