Brand: Cornetto
Year: 2008
The advertising campaigns that have humor are prime examples of the most effective ways to draw in an audience. Presenting a product or a service in a funny way is a great way to amuse consumers and help them remember a product. As well, it is nice to see that brands have a human side and don't take themselves too seriously.
The humor and overall likability campaign of Cornetto is created by Lowe and Partners. What can you do with P20?
The agency’s “Sarap ng 20 Pesos” TV ad series began in 2008 on affordability and taste platform. The series included “Horror” “Barber” and “Bouncer.”
In their previous commercials, the advertisement demonstrates what you can’t do with 20 bucks nowadays but you can with delicious, yummy and flavorful Cornetto.
Strategy and medium
In order to be the most memorable ads campaign they tend to be funny. They use this strategy to attract customers to their product. Lowe and Partners know that the audiences like to be entertained, but not pitched. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced.
Like in this picture, the key to funny advertising is assuring the humor is appropriate to both product and customer. The balance between funny and obnoxious can often be delicate; and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced. The best products to sell using humor tend to be those that consumers have to think the least about. Products that are relatively inexpensive, and often consumable, can be represented without providing a lot of facts, and that's where there's room for humor.
But there are some point to consider when using humor in advertising, that there are different things that are funny to different people. A commercial that may leave one person gripping their sides from laughter may leave a bad taste in other people. The target market must always be considered. What's funny in a client presentation may not be funny on others.
That is why the Cornetto's advertisement "Saan aabot ang 20 pesos mo" became successful because they considered their target markets.
Brand: Ariel
Year: 2015
These product claims superior quality have been proven true by the consumers themselves. I will conclude that everyone is happy: the manufacturing company, the marketing men, the salesmen, the supermarkets, the advertising agency, and, most importantly, the consumers.
The product I am referring to is Ariel Swak laundry detergent, which has a very joyful and cheerful 30-second TV commercial and it was launched by Saatchi & Saatchi Singapore, announcing that Procter & Gamble’s detergent product Ariel was available for only P7.50 in its brand new “Swakto sachet” packaging. Account manager Angeline Manahan explained: “In the detergent market, there are several cheaper detergent options that many moms settle with thinking they are able to save. What they do not know is that because stains are easier to remove with Ariel, they actually get to save more with Ariel in the long run.
Strategy and Medium
In March 2015, Ariel has made it even easier for housewives to get the Ariel clean they deserve with the new Swakto sachet for just P7.50.” to think it clearly, Ariel wants to further grow its market shares to include the housewives who are after saving money. So, the TV commercial shows young housewives together, joyfully doing their wash. And what emphasizes their extreme happiness is their singing together while they energetically wash their clothes. Their “washing movements” go very well with their singing. There might some choreographer that helps the scene to become good in casting here, considering that the talents are not celebrities or dancers but it will encourage you to sing it once you hear it. The original song purchased for the commercial was “Finally,” CeCe Peniston’s first and biggest hit song of the 1990s. It’s a perfectly chosen song for the Ariel jingle, with lyrics that go:
“Finally, Ariel happened to me. One wash clean sa labada for just 7.50. Finally, Ariel happened to me. Ang gaan sa bulsa coz it’s just 7.50. This music was so beautiful and very happy music, and it’s sung so well together while washing clothes like they are dancing.
As you can see here in the picture and when you watch the video they are pointing that all of those housewives from younger to older are happily washing the clothes, because they know that they can save money using Ariel Swak.
What they see on the commercial was really amusing, so the tendency if they are going to buy that detergent soap they could be happy, sing and dance freely. The effect of the strategy of music together with dancing while they are washing clothes is the product positioning in the minds of consumer, if the wash day approaches and they need to buy some detergent soap their minds will recall easily the song jingle in Ariel that makes them pursue to buy that detergent soap, because they really feel the rhythm of the music in their minds.
