Wednesday, September 30, 2009

Microsoft's ease of use campaign

Typically, little kids mostly annoy me, especially in certain commercials (Welch's grape juice anyone?), but in this commercial, developed by Crispin Porter + Bogusky, Kylie is an absolutely adorable little girl - and the campaign has been getting great media attention.

Kylie is a 4 year old little girl who takes the audience through Windows Live Photogallery and demonstrates how easy it is to put together a presentation with pictures, music (my favorite) and quotes she's found on Microsoft, which she dubbs "nice words."

Why does this work? Tugging on heart strings isn't always the best idea, but this commercial hits it right on the nose. First, it engages the audience with probably one of the cutest little girls ever, and modest too! Then, as only little kids can, she shows you precisely what she is going to do, what pictures she is going to send, adds some funny music for a 4 year old, and closes the deal with the mandatory Microsoft line - "I'm a PC and I'm 4 1/2." There's not many commercials you feel you need to watch, but when a 4 year old comes onscreen to show you something, the audience automatically goes into parent mode, and watches patiently.

Cute is not always the best way to go in marketing campaigns, but CPB has executed the commericals perfectly. Cute apparently works as a marketing campaign for Microsoft and the next ones should only get better.

Tuesday, September 22, 2009

Chic-fil-a: A Chicken above beef patties

Chic-fil-a not only has one of the best advertising campaigns, but its business model and way of conducting business is perhaps one of the best ever seen, and not just in fast food franchises.

I've mentioned it before, and I'll continue to tell you, but, my mentor Griffin Farley says, "Don’t plan for the ones you reach, plan for the ones they reach." Chic-fil-a has built a great brand for themselves through their mascots, the cows, but they didn't stop there.

You'll understand what I am talking about if you've ever been to the drive-through at Chic-fil-a during lunch time on a Tuesday. The line literally reaches the road and looks like it could take at least 30 minutes to get through. But don't fret! Chic-fil-a has hired a great bunch of people (respectful, helpful, and very efficient) to stand outside and take your order so that when you reach the drive-through window, your order is ready and all you need is to pay.

Many fast food enterprises should take note (McDonalds, anyone?). You can produce the best advertising campaigns and contests to entice people to purchase your products, but if the customers who are purchasing from you are not happy with your service, our social mediums give them the opportunity to speak their minds - to millions.

Brand advocates are priceless and Chic-fil-a has realized that - and have not stopped producing the best service even once they reached the top.

So, hats off to you Chic-fil-a, for understanding what the people want (chicken!) and giving us the best service while doing so.

Monday, September 14, 2009

One commercial to throw your glass at

First, let me start by saying, I'm not a feminist, simply a realist, and the one commercial (or commercials) that I CANNOT stand is the commercials.

The advertisers are targeting the right audience (men) by portraying "pretty" girls as Go Daddy girls, but, other than that, it's a failed attempt at anything other than interesting guys in, wait, I keep forgetting, oh yes, DOMAIN NAMES AND WEB SITES?

Correct me if I'm wrong, but don't commercials typically need to advertise the product they are selling? It took me two or three commercials before I even found out what Go Daddy sold. And honestly, I'm surprised no one has mentioned these commercials as being as obscene as say, Paris Hilton eating a burger (at least they have the product in the ad)?!

Go Daddy, may I suggest writing and producing a smart commercial? It may get you further than you think.