As you know, benefits, not product features, sell product. That’s why Electrolux and their Stockholm-based agency, Lowe Brindfors, made a spot about benefits–in this case, fun mealtimes, family warmth and magical moments with friends.
Archives for April 2010
Over at Boston agency Hill Holliday’s blog, Ilya Vedrasko and some of his colleagues share what they learned after Apple reps came to the agency to talk about the iAd, the new mobile ad platform. Adam Cahill, head of the digital media group, had this to say: Three things strike me as interesting: Pricing: Apple […]
This self-promo piece for the Portland After Effects User Group is also an interesting “ad” for the city. An AEPDX Meeting from Juliet Zulu on Vimeo. AEPDX’s mission is to give visual and motion graphics effects artists in Portland a platform for communication, education and collaboration. [via W+K]
Seattle Times is running a long copy feature on enigmatic Seattle firm, Wexley School for Girls. There’s not much new information about Wexley in the article, but there is this journalistic conclusion: Wexley is an ad firm tailor-made for the “broadcast yourself” YouTube age, where it’s fun to pretend you’re too cool to be snagged […]
Product features are nice and shiny, but benefits drive trial and purchase. For instance, a golf club manufacturer could go on and on about the rightness of their clubs. Or they could tell you their clubs will help you play better, guaranteed. That’s the path Golfsmith in Austin, Tex. is taking. Matt Corey, SVP/ marketing […]
While American ad types drone on and on about social media, iPads and crowdsourcing, marketers in emerging markets are solving more basic problems when it comes to reaching consumers. The Economist has a fascinating look at some of the efforts: The most difficult trick of all is what some call “straddling the pyramid” or “playing […]
It seems to me that every local agency wants a local bank as an account, and the chance to make TV for them. YouTube is certainly overflowing with the results… Clearly, local banks make their spots on the cheap. You can see from the spots above where the production quality is–or is not–and you can […]