Tag Archives: Intel Girl Rising

Britain’s John Lewis Gives Us The Best Christmas Ad So Far

16 Nov

John Lewis Spotlight Pix     One of the best advertisements of the holiday season is out.  What makes it remarkable is that it doesn’t just sell a brand, it sells a cause.  That cause is the gift of giving oneself in a different way.  And it comes from a brand that Americans have likely never heard of.

     Britain’s John Lewis department store has built a reputation in recent years for memorable, emotional, and strategic holiday advertisements that lead the viewer on a journey to giving.  This year that journey leads viewers on more than a path of finding the perfect gift within a John Lewis store.

     The brilliance and formula of Lewis’ ad agency adam&eveDDB is that it consistency makes us see Christmas through the innocent eyes of children.   This year that child is a girl named Lily whose inquisitive eyes peer into the heavens in search of the stars but becomes moon struck instead.  Her man on the moon discovery becomes not just a metaphor for giving, but for discovering the elderly living in their own vacuums of space and loneliness.

     The ad is strategically created to use the power of emotion to not just change beliefs and attitudes, but to contribute to Age UK, an agency that works and advocates for the elderly. (Figure 1)

Figure 1 - Donation page to Age UK

Figure 1 – Donation page to Age UK

     Cleverly,  John Lewis takes it a step further.   It created a mobile phone app that allows people game against other users and look up more information on the moon.  By encouraging those users to engage with the app, it creates a new community to interact with the brand.

     It takes a strong and brave brand to shift focus from itself and invest valuable marketing dollars to promote social awareness.   We’ve seen some admirable examples in recent years.  One of my favorites is Chevy’s recent Super Bowl commercial promoting the Purple Roads campaign for cancer survivors.

     Intel also spent a considerable amount of brand equity to convince apathetic viewers that girls can and should change the world.

     Likewise, there’s Coca-Cola.   Coke’s brand has always been about sharing happiness.  After all, it taught the world to sing.  It also recently taught us to share random acts of kindness.

     They’re all brave examples of promoting social awareness.  And for John Lewis, it’s especially fitting to choose the holidays as a time to spread the love and search for the men on the moons hidden right in front of us all.

 

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“Giving is the Best Communication” — The Year’s Best Ad From a Brand You’ve Never Heard of

29 Sep

 

   One of the most viral and powerful advertisements this fall doesn’t sell a product.  Instead, it sells an idea.  And in the process, it brilliantly illustrates the power of brand extension with a smart and strategic piece of communication.

    It comes from a cell phone company in Thailand named Truemove-H.  The three minute film spans a 30-year story, one that begins with an act of sympathy and kindness and ends with a surprise act of gratitude.   The film contains no product placement, no overt sales pitch, only the powerful idea of the value of paying life forward.  The message from Truemove-H:  “Giving is the best communication.” 

   Proof of the Ad’s power lies in the fact that it just surpassed 9-million YouTube views in one week. 

"Giving" by Thailand's Truemove H phone service

“Giving” by Thailand’s Truemove H phone service

   As a piece of communication, the film is a daring and brilliantly strategic tool to build brand salience in a hyper-competitive category. 

    In this case it effectively uses Appraisal Theory to connect emotion and mood to influence a specific action.   The film makes the viewer cognitively aware of how giving can have its own unexpected reward. (Figure 1)  The deep emotional response of empathy—even guilt—leads to the formation of new attitudes about how giving can impact people’s lives.   The desired action is to cause people to give more of themselves.   In this case, Truemove-H’s goal is to get people to give by calling more often.   But just as important, it seals an emotionally positive connection to the brand—a connection likely to be top of mind the next time a Thai consumer searches for new phone service. 

Figure 1 - Applying Appraisal Theory to Truemove-H's "Giving" advertisement.

Figure 1 – Applying Appraisal Theory to Truemove-H’s “Giving” advertisement.

    It takes a powerful brand to communicate with this kind of boldness.  Coca-Cola is one of the few North American brands willing to leverage its brand values to encourage social change.  One of its best recent examples is a campaign that originated in South America to encourage random acts of kindness.

    In a recent post, I wrote how computer chip maker Intel used Appraisal Theory to force people to make an emotional conversion to empower young women across the globe.  Like Truemove-H, the campaign did not feature a single product placement or sales pitch.

   Together they are three examples of strategically smart communication campaigns that entice the viewer to make a powerful emotional response to a brand goal. 

    Gratefully, in each case no operators are standing by.

Intel – igent: When Social Action Campaigns are Smart and Strategic (And good for Business)

8 Jul

            The very company that has implored us for years to “look inside” for authenticity has now asked us to widen our vision for a different kind of empowerment.  The result is a wonderfully effective example of aligning creative communication with strategic brand goals.

             Computer chip maker Intel has launched a new ad campaign highlighting its sponsorship of the 10×10 Fund to educate girls around the world.  The cornerstone of that sponsorship is a new documentary called Girl Rising. (Figure 1) It’s a strategically smart corporate social responsibility commitment (CSR) that uniquely takes Intel’s brand of empowering technology and extends it to empowering girls in underdeveloped countries. 

Figure 1 - Intel's ad campaign promoting the 10x10 Fund's Girl Rising documentary

Figure 1 – Intel’s ad campaign promoting the 10×10 Fund’s Girl Rising documentary

             But the genius of the new ad campaign developed by Venables Bell & Partners is the lesson it offers in smartly using several psychological communication theories and applying it to advertising to meet brand objectives.

             The campaign cleverly leverages Martin Fishbein’s Expectancy-Value Theory to change attitudes about young girls by affecting beliefs and expectations about their role in modern society. 

Girl Rising Appraisal Theory

Figure 2 – Appraisal Theory

             But the ad also superbly models Appraisal Theory by using the power of emotion and mood to establish a cognitive connection to the message of girl empowerment. (Figure 2) The ad brilliantly begins by making the viewer aware of the social norms that entrap girls in many emerging counties.  The awareness leads to an emotional response that forms new thinking about a social call and possible interest in the cause. 

             But most important that positive feeling about the ad also creates a positive feeling toward the brand.  And in this case it lends awareness to Intel’s CSR commitment.

             It’s not just communication theory coming alive, it’s strategic, and dare I say… Intel-igent.

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