Archive for inspiration
Guinness recently released a commercial that goes against the grain of typical alcohol advertising. Instead of featuring the product or social lifestyle, the ad “flips the switch” by picturing six men in wheelchairs engaged in a lively basketball game. The ad culminates in five of the men standing up, and then proceeding to celebrate with the friend who is physically disabled. This ad speaks to basic human emotions and the deep intrinsic desire for social interaction as premised by Rajat Paharia, author of Loyalty 3.0. The tagline “the choices we make reveal the true nature of our character” reveals Guinness’s agenda: encourage consumers to consider if the brands they are engaging with truly reflect the values and identity they strive to project. By embracing this human element, Guinness will become an overall more relatable brand to their consumers.
Guinness is also implementing NFC (near field communication) technology in thousands of their taps in bars across the UK (with the goal to finalize over 50,000 founts by 2015). Customers who sign up for the Guinness loyalty program can touch their smartphone to the tap to see if they have won a free drink. Adopting the NFC platform places Guinness at the forefront of mobile engagement. By offering consumers instant access to “offers, vouchers, competitions, and content,” it also adds a subtle layer of gamification to help motivate consumers. According to Emily Heitkamp of Loyalty360, this type of loyalty tracking is coined “Small Data.” It collects only data that is gathered from “opt-in” or “permission marketing” to build active customer profiles based on their “preferences, needs, and desires” throughout the lifetime relationship with the company. This mode of effective engagement is contrary to Paharia’s emphasis on the possibilities of “Big Data.”
By articulating human empathy and staying ahead of industry tech trends, Guinness is effectively creating a new image for the company — while simultaneously adding a much needed dimension to traditionally standard alcohol advertising. Between the inspiring new commercial and utilizing innovative NFC technology to foster engagement and loyalty, Guinness is taking a comprehensive approach attract and retain customers.
This is one of a series of media ads that encourages fathers to be a part of their children’s’ lives. Sponsored by the Advertising Council, the US Department of Health and Human Services Administration for Children and Families Office of Family Assistance, and the National Responsible Fatherhood Clearinghouse, these ads were launched coinciding with Father’s Day. The reason this campaign was launched is because millions of children live without their biological fathers and are more likely to be poor, use drugs, experience educational, heath, emotional, and behavioral problems, among other things.
The series of television spots created through this campaign applies to people through humor and depicting a diverse range of family types. I found this ad to be my favorite because the ad depicts a father helping his daughter in ways not many fathers would. The other spots can be seen at http://www.fatherhood.gov/media/tv/index.cfm.
The series shows a diverse range of relationships between father and daughter or father and son. With the popular belief that money equals happiness, this campaign serves to portray the value that family is happiness. The variety of the roles depicted through these television spots also serves to reverse gender stereotypes where the father practices cheerleading with his daughter (commonly believed to strictly be a girls’ activity) or the father makes lunch for his son (believed to be the mother’s job).
One of the main reasons I believe this campaign to be socially responsible is because it wants to fight community evils like theft, drug abuse, educational issues, and much more by showing how father child relationships can make people happier. Yes this campaign mainly endorses father children relationships, but it also serves to encourage healthy marriages. Culture, background, and life experiences all influence consumer behavior and buying decisions. The campaign for responsible fatherhood serves to promote the health and happiness of consumers and their life experiences.
I don’t know about you, but I’m sick of hearing every, single news reporter and politician (including our President) bemoan the state of the U.S. economy. They ring their hands and pat us on the head as they suggest the ONLY solution is for the government to jump in and save us. Yeah… whatever. Last I checked, we’re Americans–we have a long and distinguished heritage of saving ourselves.
What happened to leaders who inspire… who understand that we are the most resourceful and productive society in human history?? Where are their words of inspiration?
Guess Southwest Airlines, like me, got tired as waiting…
Thank you, Southwest Airlines, for reminding us who we are.
While looking for another VISA ad, I came across this one. I remember seeing this commercial during the Olympics last summer and really felt it captured the spirit of The Games… celebrating what we all have in common rather than allowing our differences to divide us. I loved this message! I remember rewinding it for my kids and expounding on it. (Of course, I wasn’t nearly as eloquent as Morgan Freeman. )
Although The Games are over, the message is still important… and this ad still gives me chills!