Rosetta Stone – Open Your World
Location to Ad: https://aef.com/ad-campaigns/open-your-world/
1. Describing the Ad and Its Appeal:
This specific ad is in Spanish and it shows those actors speaking basic English, which immediately tell you who they are trying to reach. They speak of the word “imagine” throughout the beginning of this ad, which propositions the question as, “what if” you didn’t have limitations in your travel? They’re taking you on this journey of breaking down barriers through travel and communication. It’s not just about language learning; it’s about opening up a whole new world of possibilities. They’re showcasing their online tutoring products in conjunction with their computer application, as the key to unlocking that world. The emotional appeal is strong, it’s about empowerment, connection, and the excitement of exploring new cultures; connecting with family, friends, and strangers. It has that aspirational vibe, like, “You can do this!”
2. Objectives of the Ad Campaign:
I’d say the main objective here is to boost brand awareness and drive sales for their online tutoring services, especially among the Spanish-speaking community. They’re not just selling language lessons; they’re selling an opportunity to connect with the world around you on another level. It gives you an opportunity to connect with others, near and/or far. Rosetta Stone wants people to see their product as a tool for personal growth, not just an educational device. It’s implied that learning another language is more than just simply grammar and vocabulary. They want to be seen as the solution to opening up the world and those people that want to open the world… those people are their target audience.
3. Target Market:
Rosetta Stone is targeting people who want to expand their horizons, connect with other cultures, and overcome language barriers. It could be anyone from young professionals to students to older adults who want to travel or connect with family, friends, or strangers in other countries.
4. Action and Benefits:
This specific ad wants you to sign up for their services, which include online tutoring. They’re saying, “If you want to experience the world, we can help you get there.” The benefits are clear: improved communication skills, increased confidence, and the ability to connect with other cultures from all walks of life. They’re selling the idea that their product can transform your life, help create new opportunities and experiences.
5. Value Proposition:
The value proposition is that their online tutoring services can help you “open your world.” Their product offers a gateway to new experiences and connections. They’re positioning themselves as the key to unlocking a world of possibilities, whether it’s for travel, business, or personal growth. It’s about empowerment and the freedom to connect with people from all over the world.
Sharing a Coke 1,000 Name Celebration
Location to Ad: https://aef.com/ad-campaigns/share-a-coke-1000-name-celebration/
1. Describing the Ad and Its Appeal:
If I recall this campaign properly, this is an adjunct to their highly successful “Share a Coke” campaign that came out shortly before. Coke is taking it to the next level by celebrating a thousand names, which adds that extra layer of excitement and exclusivity. In addition to this, they had 45 artists making custom music, jingles, etc. for hundreds of songs. They’re showcasing some of their songs and names in the commercial. The appeal is certainly the novelty and ‘personalization’ that Coke has created. They’re encouraging people to go online, share their experiences, and connect with their brand. They single-handedly created a community of sorts.
2. Objectives of the Ad Campaign:
I feel like the objectives to this ad Campaign is clear: boost sales, strengthen branding, and generate buzz. They’re pigging backing off their initial ad for “Share a Coke” and pushing that momentum forward with more options and opportunities to locate their personalized Coke. The free social media sharing they received is unparalleled for a corporate organization of this stature. They want people to talk about Coke and share their bottles with friends, family, and followers.
3. Target Market:
It’s evident this ad is targeting anyone and everyone of all ages, races, ethnic background, and nationality. They’re going for the mass appeal. Even people who aren’t usually Coke or soda drinkers might be tempted to purchase a bottle for the novelty of having their name on it. I recall, I personally looked for a bottle with “Adam” on it several time in the convenience store.
4. Action and Benefits:
Action – Buy the Coke with your name on it. Interact with others about your purchase. Coke now benefits from the free advertising you’re providing through word of mouth and social media with tagging and posting. It’s almost as if they’re making people feel like they’re part of something special… a community of sorts.
5. Value Proposition:
Coke can offer you something unique and personalized. Coke cares about your individuality and self-expression. Making the customer feel special is an incredible accomplishment.
There is no Place Like Home
Location to Ad: https://aef.com/ad-campaigns/there-is-no-place-like-home/
1. Describing the Ad and Its Appeal:
This nearly three-and-a-half-minute ad starts with a mother and daughter getting ready for Diwali and packing for a trip for a long drive from London, Ontario to wherever their distant finale is. (I believe the ad is so long to build an emotional connection and evoke feelings.) The ad speaks heavily on cultural roots and their desire to celebrate with family. Their interweaving the Ford Escape into the mother’s story-line narration seamlessly. Outlining why she needs auto-park features, collision control, and various other features. The appeal is family, safety, and that warm, fuzzy feeling of “home.” They’re tapping into that deep-seated desire to protect your loved ones and keep them safe, especially during important cultural celebrations.
2. Objectives of the Ad Campaign:
The main objective in this Ford ad is to showcase the various safety and convenience features of the Ford Escape. They don’t actually list any specifications of the vehicle throughout the vehicle, but they seamlessly weaved them into the storyline and showed them in action, as they try and evoke emotional ties to the viewers. They want to associate the Ford Escape with safety and reliability. It’s a way to demonstrate the value of the car in a way that is far more memorable than just listing features.
3. Target Market:
Although Ford did not explicitly state this in this ad, I’m assessing this ad was targeted towards those with families or those with core values in safety and reliability. Ford is likely targeting consumers who are looking for a vehicle that can handle both everyday errands and longer trips. I’d like to also call out this ad said the family was from London, Ontario – I’m assuming they specifically called this out for a reason. Unbeknownst to me, as I’ve never been to that area, but I’m sure there’s a reason they selected this location to outline in their advertisement.
4. Action and Benefits:
Without directly stating the features or specs of the vehicle, Ford has done a wonderful job bringing certain features and components to light through the narration and visual representation through this ad. Ford wants you to buy an escape. They’re subtly selling the idea that this car can help you keep your family safe and connected. Your important moments are Ford’s important moments.
5. Value Proposition:
Ford cares about you and your family, period. They’re not just selling a car; they’re selling a sense of security. There’s a powerful and emotional appeal that goes beyond the typical car ad. They’re selling a feeling of safety and trust.
New Balance – Walk with Me
Location to Ad: https://aef.com/ad-campaigns/walk-with-me-2/
1. Describing the Ad and Its Appeal:
This ad kicks off with this retro, 80s-ish feel, focusing on footwear, specifically New Balance shoes. I think it’s a smart way to grab your attention right away. This entire ad only shows from the knees down to keep your attention on the shoe – as the show takes most of the frame. Then, it cuts to this montage of people living their lives, doing all sorts of things—dancing, skating, walking, you name it—all while wearing, you guessed it… New Balance. It’s a visual representation, showing the versatility of their shoes and the diverse range of people who wear them. They end with their brand and the hashtag #walkwithme, which is a call to action and a way to create a sense of community. (Social Media marketing which creates an easy way to have consumers share their products with each other.) The appeal of this ad and this campaign, is definitely that feeling of freedom, movement, and being part of something “bigger.” It’s about showcasing a lifestyle that New Balance supports.
2. Objectives of the Ad Campaign:
The main objective here is to showcase the versatility and style of New Balance shoes. They’re not just showing running shoes or the stereotypical “dad” shoe; they’re showing shoes for all aspects of life. They want you to see New Balance as a brand that can keep up with fashion and an active lifestyle, whatever that may be.
3. Target Market:
Shoes are meant for anyone; this ad is meant for everyone! However, judging by the generalized age and activities that were shown in this ad (from the perspective angle they shot this), they’re probably targeting people who value comfort, style, and an active lifestyle. They’re going for that mix of fashion-conscious and fitness-minded individuals.
4. Action and Benefits:
The ad wants you to buy New Balance shoes and join the #walkwithme community. They’re selling the idea that their shoes can enhance your life, whether you’re dancing on the beach, skateboarding down the street, kicking a can, or just going for a walk. The benefit is that you’ll be comfortable, stylish, and ready for anything that comes your way.
5. Value Proposition:
New Balance shoes are more than just footwear; they’re a part of your lifestyle. They offer comfort, style, and versatility, which simultaneously allows the consumers to broadcast their individuality.
Toyota
Location to Ad: https://aef.com/ad-campaigns/there-is-no-place-like-home/
1. Describing the Ad and Its Appeal:
This ad kicks off with this super upbeat, driving instrumental music, coupled with an animated intro which then segways into a real-life ad. This whole ad is a montage of various scenes: a Super Bowl tailgate experience, off-roading adventures, attending various sporting events, and city driving with a Prius. It’s all about showing Toyota’s versatility and how it fits into all these different lifestyles. Throughout this 70 second ad, there is neither dialogue nor screen displays of specifications, prices, offers, or anything of the sorts. A bold move that lets the visuals and music do all the talking. It creates an immersive experience for the viewers. The appeal is that feeling of adventure, freedom, and the ability to do whatever you want, wherever you want.
2. Objectives of the Ad Campaign:
The objective is to showcase the versatility and capability of the Toyota lineup. Their cars are more than an object that gets them from here to there – it’s a major part of your life. It helps you live it to the fullest. They want to make Toyota seem like a fun, capable, and versatile brand.
3. Target Market:
Anyone who drives a vehicle. To reduce that broadness down though, this ad appears to be targeting people who are active and adventurous; showing their versatility which will draw the aforementioned individuals to their vehicles. They’re going for that “live life to the fullest” vibe, which could appeal to a wide range of ages and lifestyles. They want to hit the widest audience possible.
4. Action and Benefits:
The ad wants you to consider buying a Toyota. The curated idea in this particular ad, is that their cars can enhance your life, whether you’re tailgating at the Super Bowl or exploring off-road trails. The benefit is that you’ll have a car that can keep up with your lifestyle, whatever that may be. They want to show that their cars are reliable, and fun.
5. Value Proposition:
The value proposition is that Toyota supports your lifestyle, whatever it may be. This ad speaks about their ability to pair a car with whatever lifestyle someone may have, whatever adventure they may choose, or any moment they may create. They want you to associate Toyota with the feeling of freedom and possibilities.
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