Before we get to the cheat codes, there are 3 prerequisites to create effective product demo communication:
- An Inspiring Brief – to enable the creative agency to create magic the brief needs to be single minded, without complicated RTB constructs & multi-benefit deadweight.
- The dramatic focus needs to be only on the product performance - it is critical to eliminate laddered benefits and emotional pay-offs to free up creative space.
- Execution needs to be distinctive and ownable by the brand - this is more tricky and needs consistency from the brand over a longer period.
There are 3 approaches / cheat codes:
(1) Dramatize Benefits from your product usage or the Hero Features - the product benefit / feature here needs to be bold and distinctive to drive consumer persuasion. A few recent examples include the new Nike React, Samsung phone waterproof feature and from Indian brands the new furniture advertising from Urban Ladder (creative reference available in the blog video above).
(2) Contrast your product’s superior benefit with competition - This is the core communication platform typically for FMCG and its famous 'Product Window'. For effective communication, the chosen functional benefit needs to be core to the category and where superiority can be showcased discernibly. For instance a diaper communication highlighting more variety in diaper graphics vs. competition is unlikely to drive persuasion as it is not a category driver.
(3) Dramatize failure of competition / Non-Usage - Here the consumer interest is unlocked by dramatizing the current predicament with competitive products or non usage. Magic happens when the drama is based on a strong cultural, category or consumer insight.
Do watch the video to see some global and local (Indian) executions for each of the routes. What are your thoughts ?
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