I’ve seen it all! Extra has found a very creative way to mix romance with chewing gum. In a commercial that is currently playing, a guy sketches memorable times he has had with his girlfriend on the inside of chewing gum wrappers. Beginning with their first meeting in high school through dates, prom, graduation, living together, and her leaving to further her career, they share Extra gum at poignant times, and he draws them all. He saves these drawings and eventually has a showing of them at a gallery. When she visits the show, she looks at each of them and remembers the events. The last one surprises her. In it, he is kneeling and holding up a ring. She gasps and turns. Behind her, he is duplicating the drawing, kneeling and holding up the ring.
This commercial is so powerful that it has had over sixteen million views on YouTube. Check it out here.
In the biggest season of the year for engagements, management at Extra has tapped into the sentiment and tied its product to romance. Remarkably, the product was tied so well to the scene in the commercial that I actually remember the product and its name. Often creative commercials of this type are short, short, short films written by wannabe film makers. While memorable, they usually do not tie the story line to the product and leave the viewer with a memory of what was being promoted.
However, the marketing team at Extra demonstrated an understanding of what’s on the minds of Extra’s target market right now and used the story line of this commercial to tap into that focus. They set up the commercial to show how Extra can be a part of a romance.
Judging from the number of views on YouTube and the comments this understanding has been effective. One person admitted, “This is probably one of the only ads I won’t skip.” Another exclaimed, “A piece of gum can do all this? I need to buy some ASAP.” A third said “I headed to the supermarket and purchased 500 packs of gum.”
When you know the members of your target market well enough to recognize how different times of the year impact them, you can adjust your message to be in sync with their interests. Doing so increases the likelihood of your target market receiving your message, remembering it, and, ultimately, buying your product or service.
The first time I saw the Extra commercial, I couldn’t believe that a chewing gum company would tie its product to romance. After further consideration, I realized the appropriateness of that move. I realized how well Extra’s marketing team understood Extra’s target market.
How well do you know your target market? How do you adjust your message in order to be in sync with what is happening in their lives?
This week's marketing trivia challenge is How does the holidays affect your target market? E-mail me your answer.
This commercial is so powerful that it has had over sixteen million views on YouTube. Check it out here.
In the biggest season of the year for engagements, management at Extra has tapped into the sentiment and tied its product to romance. Remarkably, the product was tied so well to the scene in the commercial that I actually remember the product and its name. Often creative commercials of this type are short, short, short films written by wannabe film makers. While memorable, they usually do not tie the story line to the product and leave the viewer with a memory of what was being promoted.
However, the marketing team at Extra demonstrated an understanding of what’s on the minds of Extra’s target market right now and used the story line of this commercial to tap into that focus. They set up the commercial to show how Extra can be a part of a romance.
Judging from the number of views on YouTube and the comments this understanding has been effective. One person admitted, “This is probably one of the only ads I won’t skip.” Another exclaimed, “A piece of gum can do all this? I need to buy some ASAP.” A third said “I headed to the supermarket and purchased 500 packs of gum.”
When you know the members of your target market well enough to recognize how different times of the year impact them, you can adjust your message to be in sync with their interests. Doing so increases the likelihood of your target market receiving your message, remembering it, and, ultimately, buying your product or service.
The first time I saw the Extra commercial, I couldn’t believe that a chewing gum company would tie its product to romance. After further consideration, I realized the appropriateness of that move. I realized how well Extra’s marketing team understood Extra’s target market.
How well do you know your target market? How do you adjust your message in order to be in sync with what is happening in their lives?
This week's marketing trivia challenge is How does the holidays affect your target market? E-mail me your answer.
No comments:
Post a Comment