You probably know all these films about sports teams made up of boring losers who most of the time kick themselves in the forehead and get it from some scoundrel, and then miraculously reach the final of the competition, in which - after a touching speech by the coach - they win? Or those films in which the life of the main character is tarnished, until finally it turns out that the guy has a talent for being someone, he takes over and is no longer anyone, just a wolf from Wall Street.
And it turns out that anyone can shine, just put it in the right light. It is the same with promoting your brand in an industry that is generally considered boring or difficult. But you can — you just have to write the right script.
Just in case, it's better to catch the distance
Do you think the insurance industry is boring? You just need to take a little distance from her. A guy appears on the screen with a patch on his face and in a ragged suit, as if he had just fought a baribal fight. Anyway, he is in the forest, where he greedily chews the leaves straight from the tree, then jumps out, like a deer, into the road directly under the wheels of the car. That's one of Allstate's insurance ads; it's Mayhem — a special task man — almost like the Stig from the legendary Top Gear. Mayhem examines even the most unlikely scenarios that can be insured against with the American giant - and there are really many of them.
Creatively to the point of pain
Drug manufacturers also have quite a headache. In their commercials we will not see the familiar faces of actors disguised as doctors. Pharmaceutical companies also need to be careful about how they tout the benefits of their drug and how much their bragging deviates from reality. In general, what they can and cannot say is precisely spelled out by the Ministry of Health. That is, you can not go too crazy, especially if we need to somehow neatly present, for example, such a medicine for flatulence. Espumisan, meanwhile, went in the direction of practical advice and questions and answers that he posted on his website — that is, he added a handful of educational qualities to his product. On the other hand, there are unique, one might say, advertising specificities, like Vicks, who showed that the subject of pain does not have to be approached with pain at all — it can be done with a smile.
Written and directed by: kontent
There are no boring products, there is only poor marketing. And marketing is like soup — if we want it to taste to those who are waiting for it, we have to prepare it the way they like it, that is, adapt it to our audience. If we want it to reach them at all, we will not serve it to them on a flat plate — we will not waste time and money on channels that do not lead to our customers anyway. On the other hand, the soup itself is a content that, as the examples above show, can have different flavors, but each must be not so much caustic as simply delicious.
