Movember: If You Don’t Know, Google ItBy
Each November, thousands of men around the world proudly sport mustaches in an attempt to raise awareness for men’s health issues such as prostate cancer. The movement, endearingly dubbed ‘Movember’, effectively creates “walking, talking billboards for the 30 days of November” (movember.com). In addition to calling attention to men’s health issues, the movement also raises funds through participating men that seek sponsorships for their mustaches. The money raised is funneled to several organizations such as the Prostate Cancer Foundation and LIVESTRONG. According to the website, in 2010 the movement raised an impressive $7.5mm.
This year, Movember efforts will likely be even more widespread thanks to an uplifting commercial from Google Chrome that depicts everything you can do when you use the Chrome browser to search for information on Movember.
Because the ad speaks to both Google Chrome and Movember it has benefits for both groups. Aside from the obvious benefit of increased exposure, the advertisement also serves both groups by using imagery to influence consumer decisions. With imagery, consumers “attempt to imagine themselves consuming the product or service and can use any emotions they experience as an input” for their decision (Hoyer MacInnis). The advertisement facilitates this by showing a mouse pointer using Google Chrome to navigate to all sorts of Movember-related sites. Viewers can easily relate to this because most people are intimately familiar with the act of navigating the web for information. People can readily see themselves as the person behind the pointer. Further, the images that result from the advertisement’s simulated search depict a wide variety of people engaging in all type of moustache-related activities. The vivid images are not only emotionally-stirring, they also make it easy for all types of consumers to imagine themselves taking part in the fun. The hope is that these pleasant and vivid images “will exert a positive…influence” on the consumer’s decision process (Hoyer MacInnis). This positive influence will result in the consumer feeling good both about using Google and taking part in the Movember movement.
The ad also plays on the consumer’s mood in order to positively influence the decision process. Research shows that consumers who are in a good mood are not only more willing to process information but also have a tendency to rate products more positively (Hoyer MacInnis). The enjoyable music, coupled with the rapid display of fun graphics and pictures in Google’s advertisement are designed to stimulate positive feelings. The consumer can’t help but feel good after watching it. This good mood will in turn influence the consumer to feel more positively towards both the Movember movement and Google Chrome.
The ultimate result of the ad is to stimulate positive feelings towards Google Chrome that will hopefully result in consumers keeping the product at the top of their consideration set when deciding which internet browser to use. The added benefit is that a worthy cause gets a vast amount of positive exposure. The uplifting depiction of the movement will hopefully inspire people and influence them to participate in the Movemeber movement.
Hoyer, Wayne D. and Deborah J. MacInnis (2008), Consumer Behavior, 5th edition, South-western Cengage Learning: Ohio.