My next choice for a strong, humorous ad campaign would have to be the Careerbuilder.com Monkeys. Granted the ad campaign has hit its hey-day, you'll still catch one or two on TV reminding you of its glory days. This campaign was very strong initially and they, as in Cramer Krasselt, began an integration campaign to strengthen the message and brand.
To begin, the ad campaign caught some preliminary flack from the usual suspects but all in all, the commercial line was a huge success. You can view the whole line of commercials here at Tubespot or of course, at TBS. Each of them are great, sponging off the last while having a totally different theme. I'd have to guess that if you asked anyone that watched TV last year which Careerbuilder.com Monkey spot was their favorite, they'd be able to identify one. Hand's down, my favorite ad would be the laser pointer, lottery success ad. Every time I see that ad, I can't help but burst into laughter.
Careerbuilder.com and C-K were so successful, that the awards soon followed. The Effie Awards program recognized the commercial's successful branding while still captivating the audience with humor. Here is Careerbuilder.com's take on their initial ad campaign's success:
Monkey Business CareerBuilder.com's Super Bowl debut is a resounding success, drawing more than 150 million media impressions and numerous awards. All three of CareerBuilder.com's chimp advertisements airing during the Super Bowl earn a spot on the Top 10 list in USA TODAY's Ad Meter. In addition, one spot is named "Funniest Commercial of the Year" in TBS's annual poll and is included in CBS's "The Forty Greatest Super Bowl Commercials" special.
Oddcast chimed in on their new integration tactics, introducing Monk-e-Mail, which took the ads one step further via email and messaging. This campaign was also very successful, pushing the overall life of the ads one step further, ensuring a strong recognition.
Overall, the monkeys were a huge success, landing Careerbuilder.com into the elitist level of 'big brands'. I for one enjoy watching these spots, ranking the monkeys in the top 10 of the AMM's funny commercials. The 'Monkeys' are no 'Ernie' but they're on a level of their own.
I think I'm going to do a series of commercial 'call-outs', if you will, on what I deem to be good ad campaigns. Some will be about integrated marketing campaigns while others will be just one-dimensional but still being viewed as highly successful. My reasoning behind this is solely my enjoyment on various campaigns and their successes. I hope you enjoy the series.
My first ad campaign analysis started off as just one-dimensional but as of late, they've been integrating it - as they should. Initially, I don't believe they felt it to be a success because it was short-lived. But as of late, I've been seeing an increase in both the frequency and the amount of different commercials.
V-dub is running a new campaign coined "Unpimp the Auto", using the popular MTV show, "Pimp my Ride" as their springboard. By mocking the theme, VW is grabbing a lot of different viewers, all easily recognizing the ads. First, all those who dislike and enjoy the show will appreciate the ads. Secondly, V-dub isn't excluding the viewers unfamiliar with "Pimp my Ride" because the commercial is quite self-explanatory.
The ads themselves are quite unique, displaying lame cars versus the new Jetta. Fantastic cinematography, great lines, terrific cast - all in all, a well-crafted commercial line. Here are a few screen caps of one of my personal picks called the "Wrecking Ball". My hat's off to Volkswagen. They continue to have strong success with their humorous ads while still gaining brand recognition in the market. Not only do they have a variety of different ad campaigns to capture each target market, none seem to collide or confuse the audience. I'm looking forward to their next campaign. Bravo.
This site has been around for quite some time but I thought I'd highlight it briefly for this week's post. I found an ad on here that is quite funny and obviously, that makes it European.
Yes, it's sexually implicit however I think it would pass here. I wish I could embed the commercial but that's not allowed so I've linked it here. It's quite humorous and you don't leave the commercial remembering only the joke. The whole time you're focusing on the action of the actor and when you find out what he's really doing, you remember the product. Quite often, humorous commercials struggle with the appropriate branding but in this case, the agency succeeded.
And now for my pick of the week for integrated marketing campaigns. This one might be quite unexpected from my last pick however I think it's a winner.
In preparation for the upcoming Salesforce Conference, I haven't been able to read any news much less post on it. With that said, I apologize for the lack of inactivity but we'll be back on track early next week. This post will be a 'smorgasbord' if you will on some recent news.
For one, I recently noticed a link from a fellow "Cheddarsphere" blogger (Cheddarsphere refers to the Wisconsin blogosphere) in which he points out an ad war between BMW, Audi, Subaru, and oddly enough, Bentley. This post is a must-read and I fully intend on following-up on this one when I return.
For marketing news, I read an interesting article from the Brand Channel that talks about washroom advertising and it's ever-growing prominence in the world of advertising. I for one saw this escalation coming for a while as I enjoy to see how far advertisers will 'push the button.'
Both the nightlife and dining crowds have increased dramatically over the last few years and with that comes a flurry of advertising to try and capture this audience. Brand Channel covers it well and you can read the full article here. I've extracted the opening paragraph as a teaser:
Washroom advertising is the pinnacle of pervasive marketing. Not even the bathroom is free from the constant barrage of "buy me now" promotion. Still, from a marketer's perspective, washroom advertising is extremely attractive. Studies show that around three-quarters of diners in a restaurant will go to the toilets at some point during their meal. Clubbers go around 2.9 times during an average evening at a nightclub. Statistics from the UK suggest that the number of motorway service visits result in almost 100 million impacts for washroom ads each month.
Gizmodo takes the more brutal approach to these tactics and pretty much assaults these advertisers or should I say intruders...
The last bastion of privacy and repose is slowly being eroded, where first we heard about advertisements over urinals, and now enterprising ideapeople at Addirect have figured out how to hide ads behind mirrors. The company plans to roll out AddMirror around the world starting this month, which it test marketed in 300 fancy-schmancy bars and nightclubs in London.
But will people object? Addirect says no, but never mind that - most importantly, the company claims a 63% recall rate of the advertisements shown in the AddMirrors. That's a remarkable number, considering that even Super Bowl ads get just a fraction of that recall rate.
Addirect is currently setting up a media network, where local companies will actually do the work of installing these screens behind one-way mirrors, and then these adverts can be distributed on a local, regional, national or global basis. Enjoy your solitude while you can.