We’re all familiar with target audiences, but how many of us could comfortably put ourselves in one of those ABC1 boxes? It’s difficult, because nobody likes to see themselves as just a number, or a letter for that matter. And while breaking an audience down into groups can help us focus our message, sometimes just recognising that our audience is made up of actual human beings is enough of an insight to go on.
Take American insurance company Geico’s Fast Forward campaign for example. As you can see here – instead of making people watch an entire ad, Geico gave the important information at the beginning and then allowed audiences to fast forward to the end. At last count the 15-second ad had 18,226,736 YouTube views, because having a company acknowledge that ads can take up valuable time, in an amusing way, is something we can all relate to.
Something else we’re all guilty of is ‘re-gifting’ – especially when it comes to boxes of chocolates. Godiva chocolate took this human truth, and working with McCann New York created, “The Box that Keeps Giving.” It’s basically a chocolate box designed like a Russian nesting doll. When one person receives the box they’ll discover two more boxes inside – one to keep and one to give away as a gift. When the next person receives theirs, there are two more boxes inside again. This continues until there are just two chocolates left.
Streaming service, Spotify used regional insights to connect with their audience. Their outdoor campaign, “Thanks 2016. It’s been weird.” included posters that read, “Dear 3,749 people who streamed ‘It’s The End Of The World As We Know It’ the day of the Brexit Vote. Hang in There”, and “Dear person in the Theater District who listened to the Hamilton Soundtrack 5,376 times this year, can you get us tickets?” Spotify knows that music is personal, so they made their advertising personal too, and it worked.
Personalising your advertising is a great way to not only build a rapport with your audience, but also tap into their ego. Coca-Cola realised this back in 2014 when they put people’s names on cans and bottles and saw sales climb significantly. And now Reyka Vodka have gone one step further by using Facebook Live to wish happy holidays to every single Icelander by name. This is a feat made slightly easier by the fact that, “Although there are over 320,000 people living in Iceland, the Icelandic Naming Committee has listed just 4,512 approved Icelandic names.” Well that’s according to their spokesman Frikki anyway. The campaign was created by Red Tettemer O’Connell + Partners and you can watch it on Facebook here. That’s if you’re not too busy stalking Amazon for last minute Christmas gifts – it’s like I’m reading your mind isn’t it…