Company: Particular Group
The Verdict: Not ‘Uber’ sufficient
Michael Daley, senior strategist and director of analytics at Digitas Australia, says:
“Uber’s market share is being challenged by new entrants. This marketing campaign subsequently wants to speak two key messages to achieve success – why experience sharing, and why Uber.
“The marketing campaign achieves the primary message fantastically. The tagline is relatable and properly introduced, the situations are acquainted and the tempo of the advert communicates a way of urgency.
“As for the second message, there’s extra that may be carried out. The model identify seems a number of occasions, each spoken and written; stronger use of the broader branding scheme would assist make the advert immediately recognisable as Uber.
“What’s also impressive about the ad is that it can be spliced for a strong connected, cross-channel experience. In fact, since watching it I’ve been retargeted with short, three-second versions on various other platforms.”
Chris Mitchell, government artistic director at The Daylight Company, says:
“The decision: So long
“As an revolutionary tech firm, Uber was the primary to develop an app that made it potential for individuals to easily faucet their smartphone and have a cab arrive at their location in a minimal attainable time.
“Nice concept and who is aware of how they pulled off the know-how, however what we now have now’s a dependable service with punctuality as its core DNA. This effort seems like a missed alternative to me. I’m stunned that an organization that has constructed its success on being revolutionary and disruptive is appearing like a me-too on the subject of speaking its model promise.
“Years in the past, Fed Categorical disrupted the supply sector by promising to completely, positively get it (your parcel) there in a single day. They then spent the subsequent gadjillion years proving that daring premise in surprisingly easy and refreshing methods.
“My point is, if you start with the key proposition- fast pick-up times, (i.e. punctuality) you have at your disposal a wealth of simple, impactful opportunities to bring that premise to life. ‘See you soon’ may live in the vernacular (although, I’d say ‘See you later’ is more common), but it’s not an idea, it’s an insight, and as such it would probably be best used as the tagline to a more disruptive demonstration of Uber’s strategic premise of ‘punctuality’”.
Model: Ray White
The Verdict: Nice(ish)
“The underlying idea of this advert confused me. Australians are unimaginative. We overuse ‘great’. Nevertheless, the phrase chosen to explain Ray White is strictly that – ‘great’. Both we’re in truth fairly imaginative, or Ray White is unimaginative – it looks like it’s the latter.
“While some Australian places contain the word ‘great’, many others spring to mind ahead of the Great Australian Bight or the Great Dividing Range (e.g. Sydney Opera House, Uluru, etc). I’d suggest consumers won’t remember this past it being “an ad for a real estate company”.
“I could be wrong. Ray White’s market share overtook number one ranked Raine and Horne recently. It might be thanks to this ad; it might be related to Grand Final Day, an auspicious day in real estate circles.”
“The Verdict: Nice(ish)
“Clearly, Ray White has learnt a factor or two about communication of their 116 years historical past.
“I noticed this on TV the opposite night time, and was pleasantly stunned. Right here was an actual property firm with a transparent concept of who they are and whom they need to attraction to, which is principally each Australian, far and vast, who goals of proudly owning their very own house.
“Full marks to all concerned for resisting the standard laundry record of packing containers to tick – i.e. present completely happy baby with toy, completely satisfied couple portray bed room, bride being carried via entrance door, previous couple with pet budgie and so forth, and so forth. Okay they did have the couple standing in entrance of the Ray White signal, however actually, I feel the message is obvious with out being overbearing and proves that typically it’s the belongings you miss that makes all of the distinction to what you need individuals to take out of your communication.
“The script did really feel a tad overwritten (who makes use of the time period ‘Australasia’ today) and the transition to the ‘Ray White ad’ bit was a bit clunky, however general the supply was nicely accomplished.
“Clear strategy. Simple, honest execution. Good production values. A little cringe worthy but it left me feeling positive about Ray White – what more can you ask your advertising do? And I did take out RAY WHITE – GREAT!”
The Verdict: A disjointed effort
“Nostalgia is a very robust emotion. When leveraged properly, it turns into a robust name to arms, rallying round tradition, historical past and custom. This marketing campaign feels prefer it needs to faucet into collectivism to galvanise Coca-Cola’s relationship with Australia over the previous 80 years.
“What outcomes is good sufficient, though the scenes really feel fragmented and current a complicated array of timeframes, characters and conditions. Social evaluation signifies Australians really feel the identical method, with a small spike in mentions throughout launch week shortly subsiding the next week.
“Coca-Cola is feeding this proposition of Coke and Australia into other channels – their logo has been flipped ‘down under’ on Facebook, and the famous sign in Kings Cross has also been inverted. However, the cross-channel execution feels disjointed from the brand; to quote one Facebook commentator, ‘As strayan as a meat pie at Maccas’.”
“The Verdict: It’s the Uninteresting factor
“In all probability probably the most lame Coke advert I’ve ever seen. Why not do a compile out of your precise ads, which up till the ‘digital revolution’, have been on the forefront of creativity, pleasure, optimism and enjoyable? Something can be higher than this.
“Coke ads have been anticipated, they heralded the beginning of summer time. Individuals truly appeared ahead to seeing what the newest ‘Coke’ factor can be. New wave administrators made their reputations on the standard of their concepts and the talent of their path and method. Supermodels obtained their first break in entrance of the digital camera. Individuals talked about and purchased the product. These have been the times. No one cared about sugar content material. Coke was refreshing.
“You continue to can’t beat the style of a Coke sliding down your salty, dry throat after good surf. This advert aspect steps all the good issues about having the ‘real thing’ and one way or the other makes the model appear to be it’s 80 years previous.
“I can’t imagine it will generate any interest level what so ever, other than a nod to the marketing department from head office for doing ‘something’. I hate to say it and sorry to all those involved – a big effort I’m sure – but this Coke ad just leaves me flat.”
Model: Examine the Market
The Verdict: Loveable meerkats can’t clear up all issues, however they provide it a good go
“By now, the meerkats are a tried and examined formulation – cute, recognisable and instantly related to the model. This newest marketing campaign doesn’t stray removed from earlier iterations – be humorous, ship a punchy message overlaying CTM’s ‘simples’ worth proposition, and finish with extra funnies. The messaging is obvious and ‘simples’ superbly captures the enterprise’ core worth proposition.
“My one hesitation is that the campaign tries to prove how ‘simple’ product comparison can be; it seems counter-intuitive achieve this by creating a new word (“simplesness”). This isn’t mirrored within the outcomes although – general visitors to the location is up 20% and model searches elevated 5% throughout launch week.”
“The Verdict: Not Simpleness
“On paper, this script could have made sense, it’s humorous, manages to seamlessly point out all types of insurance coverage choices, and has a pleasant catchphrase. The manufacturing is high quality, the characters are sensible, however by some means I nonetheless find yourself simply as confused as all the time concerning the relevance of it.
“I do know individuals love these characters, and they are expertly conceived and produced however, and it’s an enormous BUT, their entire raison d’etre is constructed on a nasty pun. Meerkat/market. I’d say even now, most individuals wrestle to see the hyperlink to the model.
“So it’s fascinating to learn and agree with new CMO Jenny Williams that ‘Whilst the meerkats are well recognised, people aren’t as conscious of what Examine the Market truly do and to some extent they are virtually seen as two separate issues’. What that claims to me is the marketing campaign, although loveable, is flawed. These ads are as entertaining as their script envisaged, however not speaking as successfully as they might.
“On this case the ‘Simpleness’ message is means overcomplicated. Having stated that, I don’t assume the issue is with the characters per se – I feel confusion comes from having to ask an excessive amount of of them. The shopper needs to do a variety advert, so how do you dream up a state of affairs the place these little dudes can ship a number of messaging?
“So the first step, don’t comply with do a variety advert. If ‘complication’ is the perceived advertising drawback, you’re merely including to the confusion.
“Writing scripts for any established characters is not easy, and I appreciate the effort that has gone into this one, but I can’t help but think this campaign would be more effective if you kept the ads more ‘simpleness’ too. You’ll give the punter some idea of what you’re talking about.”
- As advised to Abigail Dawson. When you’re a senior artistic or strategist who want to participate in a future Marketing campaign Evaluation, please e mail email@example.com