Greatest Marketing Campaigns: Print

Note: All ad images sourced from clios.com. 

BK1

Description: This image is one of a series of ads showing Burger King restaurants on fire.

Objectives: Draw attention to the flame grilled preparation of the Burger King burgers in an unexpected and memorable way.

Target Market: General audience. To make the connection to the “flame grilled” a consumer would need to have some prior experience or knowledge of Burger King.

Action: Remind consumers in an eye catching way that Burger King burgers are flame grilled, which they believe is a differentiator for them compared to their peers.

Value Proposition: No overt value proposition. The subtle message is a reminder of the flame grilled preparation of their burgers, which makes them taste better.

 

Altoids

Description: A women in her kitchen putting her Altoids tins to good use. She has one tucked in her bosom (contents unknown) and three hanging on the wall containing her teeth, a phone number, and brass knuckles.

Objectives: Remind viewers in a fun and memorable way that in addition to buying their mints you are also getting a very useful tin. The mix of unlikely items combined with the star of this ad infer that anyone is a potential consumer of Altoids.

Target Market: General audience. Women in particular may connect with the tin tucked in her bosom, as this is the way some women carry phones, money, and other personal items when they don’t have a purse.

Action: Remind consumers in a humorous and memorable way that Altoids are the mints in the handy tin box. This ad features a loyal consumer with many boxes in the frame, implying they must be great.

Value Proposition: The ad features no overt mention of the mints, so a consumer without prior exposure might be inspired to find out what Altoids are. This ad centers on the usefulness and durability of the tins the product comes in, which both stand out on the shelf and offer the consumer a use afterwards.

Heinz

Description: A close up of perfectly fried, crispy, crinkle-cut french fries with a single caption of “Pass the Heinz.”

Objectives: Remind readers that nothing goes better with freshly cooked fries than Heinz ketchup. Said definitively, as the brand name implies that there is no other kind of ketchup to pass.

Target Market: General audience. French fry eaters.

Action: Close up allows the viewer to see the moisture from the oil the fries were cooked in still shining, implying they are fresh and still hot. The first thing one does when presented with such a treat is to reach for the Heinz ketchup, which is the perfect compliment to french fries. Literally, “Pass the Heinz” and if you don’t have it, you better go buy some.

Value Proposition: Heinz ketchup is what you put on your french fries. It makes what is tasty even more delicious. It’s what you do.

Getty

Description: A child (presumably a child soldier) holding a gun. Caption reads, “gettyimages: The best and the worst photos”.

Objectives: Shock the viewer with a “worst photo” that most would find difficult or troubling to look at. Reminds viewers that you can find photos of everything at gettyimages, both positive and negative.

Target Market: Anyone with need of legally acquired photos, like those in advertising, bloggers, or business people preparing reports and presentations.

Action: Remind consumers that just about any image that they might need can be purchased for use at gettyimages.

Value Proposition: When you need an image, any kind of image, you can expect to quickly find what you are looking for at gettyimages.

Flag

Description: A man in traditional Arab dress raises an American flag in front of his suburban home. His daughters play in the background, one playing soccer and the other hula hooping. The hashtag “#WeAreAmerica” and the “love has no labels” logos are displayed in the corner.

Objectives: Remind viewer that Arab Americans are Americans too. They are just as patriotic as anyone from other ancestries. The idyllic home, kids playing, and hints of a picket fence reinforce traditional American dreams.

Target Market: General audience. In an time where people of Arab ancestry are being demonized, the ad serves as a reminder to those that may be receiving these messages that Arab Americans are just as American as they are.

Action: Remind viewers that most people are just trying to make a good life for their kids. Arab Americans are Americans, despite what some talking heads or politicians might say or tweet.

Value Proposition: Reinforce the patriotism and pursuit of the American dream of people from many backgrounds, including those of Arab decent.

 

Greatest Marketing Campaigns: Television

Check out the analysis below of five award winning television ads.

The Boys

Click image above to find the ad video.

Description: An ad that draws viewers in with stereotypical male experiences from the perspective of “the boys.”

Objectives: Cheeky way to connect to men based on common experiences and convey a punchline emphasizing how comfortable Bonds underwear are.

Target Market: Post-pubescent men. Alludes to professional men with board room reference.

Action: Buy Bonds underwear.

Value Proposition: Underwear so comfortable that “the boys” will thank you.

 

Rabbit Race

Click image above to find the ad video.

Description: A live sport event Easter 2015 of 10 competing rabbits during a commercial break. This was a multimedia customer engagement campaign designed to drive traffic for Media Markt, Germany’s largest electronics retailer.

Objectives: Increase Media Markt sales and engage customers in a unique way.

Target Market: Expressed intent is fun for the whole family. Special interest for kids/parents, gamblers, and rabbit lovers.

Action: Shop at Media Markt.

Value Proposition: If your rabbit wins, you get 50% of your money back.

 

Census

Click image above to find the ad video.

Description: Ad shows father and daughter putting their completed U.S. Census form in the mail and their community applauding.

Objectives: Empowering families in the Asian community to complete the U.S. Census, communicate when to expect it in the main, and explain why filling it out is important for them.

Target Market: Asian families that speak Mandarin.

Action: Expect your census form in the mail and be sure to fill it out to make sure your community gets its share of government services.

Value Proposition: Your community will thank you for doing your small part to make sure they get their share of government services.

Ford Explorer - Wedding

Click image above to find the ad video.

Description: Kevin Hart crashes a wedding using the features of the 2011 Ford Explorer.

Objectives: Highlight the selling features of the 2011 Ford Explorer, especially terrain management.

Target Market: Special attention to the African American community, but appeals to a general car buying audience given the humor of Kevin Hart.

Action: Buy the 2011 Ford Explorer.

Value Proposition: The Ford Explorer is fun to drive and the terrain management feature makes it safe and easy to navigate any conditions.

Rosetta Stone ESL

Click image above to find the ad video.

Description: Commercial highlights a series of everyday interactions where Spanish speaking users of Rosetta Stone were able to feel more confident in their English language communication.

Objectives: Show many different kinds of people benefiting from the confidence they’ve gained learning English using Rosetta Stone.

Target Market: Spanish speaking population in a English dominated world.

Action: Order the free demo to try Rosetta Stone.

Value Proposition: If you are able to communicate in English more confidently, you will do better at work, be more engaged with your kid’s education, and more connected to your neighbors and community. Anyone can do it with Rosetta Stone.