The Motz from Butz: When is the end of the announcement?
After how many times did you hear the hit «Mimi never goes to bed without a thriller» or the one with the «sugar doll» at the end? This also applies to advertising.
I've been preaching all my life that continuity is one of the keys to successful and sustainable advertising. And now I'm trying to figure out when a message has done its job and when it starts to get on your nerves. Fortunately, there is no measuring instrument or mathematical formula that can tell you when the message is over. But in the case of certain penetrating advertising messages, the existence of such an instrument, which would give a clear stop signal, would be a stroke of luck.
I came across this moth idea in the car while listening to a radio station that used every opportunity to remind me of its name over and over again. Then I changed the annoying station and the stress continued identically. Then radio off! To make things worse, the same radio spot was broadcast far too often. Aired only his bullshit. TV spot example: "The man explains to the woman why it is absolutely and immediately necessary to go by car to the ass of the world to buy furniture." I don't think this spot is that bad, but it's just a case of "a steady drop perks up the idea". Why don't you create a sequel, for example "Buying furniture where the fox and the hare say good night to each other"?
My theory: advertising for a product must be able to be precisely identified immediately in a fraction of a second. A smoking cowboy in the backlight of the Sierra Nevada. The jingle "Dä, därädädä", "the Omega-wearing, now no longer bachelor, who doesn't matter". Or the two Basler Deppen "das muesch gseh ha". Successful and great concepts.
But the success is not the idea, but the variations of the idea. And that's where my theory starts to work. A Marlboro cowboy never appeared boring or chummy. He was just there, in his country. To stop boredom in Jägermeister advertising, we created about 2000 different subjects at GGK. Repetition kills. Then it's better not to advertise. Mr. Fischer from the Wädenswil bedding factory may remain the only exception.
Be more diverse, colorful, bold, fun, less customer-centric and more consumer-centric. The standout of the week was the effort by Carlo Torre for the website that has been planned for years. Goes online in November: Tingerbutzmarketing.ch.
Theophil Butz, graphic designer, advertising agency owner, inspirer and, for more than three years now, mothballs for Werbewoche readers. Pertinent references please to [email protected].
