Free Advertising?

Lately, with the advent of sites like Buzzfeed, where posts can be created by users as well as staff, there has been an increase in "free advertising".  Popular items, such as Starbucks or Nutella, get entire articles written about them.  Some are serious, some are funny, but either way the brand get additional exposure.  The problem for most brands is that you generally already have to be popular for this to happen.

However, there is always an issue with this kind of "advertisement", as the brand itself cannot control the message about their products in this format.  There could be articles where the product is insulted or misrepresented.  A recent trend has been brands sponsoring articles on these sites to write positive things about them. This has to be disclosed, so many people stay away from those articles because they read just like an advertisement.  Both of these options, though, are great options for advertising in an ever more digital world.

Be Together. Not the Same.

Android's new ad features dozens of adorable, unlikely pairs of animals playing together.  It's heartwarming to watch an orangutan trying to catch a dog, a cat helping a dog open a door, or a dog and a dolphin swimming together.  It's quite a departure from the typical commercial, and that makes it memorable.  The joke at the end about being together but not being the same is clearly a jab at Apple's iPhone, the owners of which are sometimes jokingly referred to as iSheep.  It's ironic that after such a cute, innocent commercial, Android finds a way to squeeze an insult about Apple in, and in a way that connects with the rest of the commercial.

But is it effective?  The ad itself is adorable, but it doesn't say much (or anything) about Android.  Most people know about the Android vs. iPhone debate, but for those on the fence, Android wants to use cute animals to sway them.  The problem is, since there isn't any clear connection with Android and animals and there's no plot or storyline to the commercial, people may not remember what those cute critters were trying to tell you.  However, it's certainly a departure from the usual sleek, informational ads for most Android products, so it does stand out as different.  And generally, people like ads that make them feel good - and this one does.

Check out the ad below.

Ads That Make You Do a Double Take

In the past few weeks, every time I drive through the city, I've noticed a particular billboard that I couldn't quite understand.  The first time I saw it, I did a double take, trying to figure out the message.  I could read it just fine, but what was it an ad for?  What was it trying to tell me?  Even after seeing it multiple times I still couldn't figure it out.

Here's the billboard:
 

According to this site, the ad refers to John Wayne determination not to give up during his battle with cancer, and encourages others to do the same.  Not knowing John Wayne's history, I never would have guessed this.  So is the ad intriguing because its ambiguity makes you curious?  I don't think so.  I feel that most people wouldn't bother to look up the meaning and would just forget about the ad, therefore having no effect on them at all.  Its ambiguity could be dangerous, too - double takes while in cars can certainly be dangerous.  A billboard probably isn't the place for an unclear ad.

Making It Stick: The Case of the Haunting Wheelchair

This Ad Week article I stumbled upon today showcases a brilliant campaign developed by FCB Health for osteoporosis awareness.  The following PSA video that FCB produced showcases the difficulties of raising awareness for osteoporosis, using traditional print media.  People are discretely shown taking the flyers distributed by representatives, ignoring the message, politely passing by, and throwing the flyers away at the nearest trash can.  But, FCB had a deceivingly haunting way to overcome this.  Inserting remote controls in a wheelchair, they would use it to follow people around who were not paying attention to their word in a ghost-like fashion.  This served as an alarming reminder of what can happen if you ignore the risks of osteoporosis.  As you can imagine, people were getting pretty easily freaked out as they were under the impression the wheelchair had a mind of its own.  A clever and witty way to catch people’s undivided attention, for sure.

This PSA is a breath of fresh air when it comes to raising campaign awareness.  It faces the inconvenient truth that using obsolete methods of campaign awareness brings forth.  Traditional print flyers seem to introduce an unwanted inconvenience to a person’s day.  Most people have the reflex to ignore someone handing out flyers on the corner, regardless of the message it is sending.  I know I am guilty of it myself, I actually did the same thing on campus today.  Creating a life-like medium to grab the attention of (and in this case, scare) the audience is a creative and innovative way to build campaigns in this age of short attention spans.  The message FCB Health is sending with this “ghost wheelchair” is direct and concise:  Ignore the risks of osteoporosis, and the harsh reality that ensues will follow you.  Literally.  

(*According to the article, one in two women over age 50 will break a bone due to osteoporosis.)

The article concludes with the campaign plans that FCB Health will implement going forward.  They include print, outdoor placements, and social media postings through Crouse Hospital's Twitter, Instagram, Facebook and YouTube pages.  It is also mentioned that FCB will offer it free of charge to healthcare groups and hospitals across the United States.  I think this is a great idea to jump-start the campaign, and most of all, offer valuable information on the risks of osteoporosis.  If the campaign is anything like this PSA, it should be a big hit.  I will be sure to keep tabs on how it develops from here.