Magazine article Marketing

The Marketing Society Forum: Are Innovations Such as Live TV Ads Gimmicks with Little Brand Relevance?

Magazine article Marketing

The Marketing Society Forum: Are Innovations Such as Live TV Ads Gimmicks with Little Brand Relevance?

Article excerpt

The Territorial Army's latest campaign integrates live footage of military operations into its TV spots.

NO - CLARE BAKER, MARKETING DIRECTOR, ABSOLUTE RADIO

It's brilliant TV which experiments with new ad formats. Previous Territorial Army ads showed a snapshot of what recruits do, and these ads illustrate the reality in a dynamic way that no edited ad or news piece could achieve.

As with any medium, it's important for the advertiser to ensure the reasons for picking a new ad format are impact and relevance.

Absolute Radio was the first station in Europe to use the Apple iAd format, and while this generated excellent PR, that wasn't the sole reason for investing in it. We had a campaign that linked neatly with our football app, and the format made it easy for consumers to interact with us, as well as generating solid results.

MAYBE - TOM KNOX, JOINT CHIEF EXECUTIVE, DLKW LOWE

There are numerous examples of pointless brand activity that has clearly been driven by technological innovation, decoupled from any consumer insight or relevance to commercial objectives. However, the Territorial Army ads achieve cut-through and are relevant to the task at hand. The live footage powerfully dispels misconceptions about 'playing at soldiers'.

The work shows that technology, allied to strategic insight and great execution, can enable brands to engage actively with consumers.

Too often, though, the brand and consumers get left behind in the pursuit of novelty, and that's not innovation - it's gimmickry. …

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