Tag Archives: Truemove ad

The Power of Love — When Great Advertising Aims for the Heart

29 Aug

Power of Love Collage

       There’s something going on in Thailand.  As global players in the mobile telecom industry bombard consumers with messages on speed, coverage and pricing, a Thai company is appealing to consumers’ hearts. It’s not the first.

         DTAC has just released a new advertisement based on the insight that technology has limits.  The schema is something we’re all familiar with: how to calm a crying baby.  The ad produced by Y&R is a text book example of transformative communication.  The power of this approach is that instead of overtly selling a product, it instead makes the consumer feel a connection to the brand.  In this case, that feeling is the power of love.

        DTAC’s campaign is just the latest in a series ads to come from Thai wireless companies that are all based on the communicative theory of emotion—or appraisal theory.

        Truemove-H and its agency Ogilvy & Mather released a similarly powerful campaign that I have argued was one of the top ads of 2013.  Like “The Power of Love,” Truemove’s ad is based upon the social goal of paying life forward.  In this case it created a time-lapse schema with the proposition that “Giving is the Best Communication.”

        In both ads there is no up-front unique selling proposition.  Their power is in how they lead the viewer on an emotional journey to form a resolution to take action. (Figure 1)

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

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

        In DTAC’s ad, it shows how technology can’t replace love but it can uniquely connect people in moments of love.  The desired action is to use DTAC phones to never miss a loving moment.   As for Truemove, its ad demonstrates power of giving and the emotional conclusion to give by communicating through Truemove’s network.

        Together they are two powerfully transformative and strategic ads from two companies brave enough to be different and stand out in the marketplace.

“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.

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