In a marketing campaign created by Y&R, Sao Paolo, Brazil. Ironage, an isotonic sports drink made in Brazil, targeted athletes who constantly strive to exceed their own personal best. In addition to print ads featuring athletes, Y&R promoted the brand strategically in places where customers were most likely to congregate – namely, gyms, parks, and health clubs. There, they introduced vending machines, dubbed “Pulse Machines.” Consistent with the brand’s slogan “Keep Moving,” the machines read the customer’s heart rate with each use. The higher their heart rate, the bigger their discount on a bottle of Ironage. The Pulse Machine challenged the competitive spirit of these athletes and turned them into word-of-mouth promoters of the brand as they compared their pulse readings.
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Is the fact that an ad is memorable the same as it being effective? This is a discussion that I had with the young designer who works with me on this blog. He loved this Schick razor print ad, created by Y&R in Auckland, New Zealand. I found the furry creatures clinging to the models’ chins kinda creepy.
Young hip male designer argued: “It’s very effective; it’s gone viral.”
Old female editor said: Who are the target customers? Lumberjacks, mountain men and Arctic explorers? The average guy in an office doesn’t have that much facial growth. In fact, they like to have a little stubble like they were out partying all night and didn’t go home to shave.
Young design argued: It got you to look. It drew eyeballs to this ad.
Old female editor said: Show me what the men look like after they have shaved and I’ll tell you whether I like the product or not. Show me the sales spike.
And so it went. Here it is. The vote here is a tie. Is an ad that lots of people look at and tweet about better than one that shows the effectiveness of the product? The jury is out on our end. Decide for yourself.
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