COMMERCIALS - DOES THE RABBIT FIT IN THE CYLINDER?
Whether you’re thrilled or you’re blaspheming, laughing at the top of your lungs or annoyed and turning off the sound – advertising rarely leaves us cold. And that is also the goal of a “good” commercial: To arouse emotions, to be remembered, and thus to influence buying behavior. In neuromarketing – a marketing field that works with brain research and psychology – it has been proven that it is mainly emotions that subconsciously control our buying decisions. The consumer as a manipulated guinea pig in the magic cylinder of the advertising industry?
Take consumers seriously and show the brand authentically
Image has power – instead of targeted influence and flat attitudes, we plead for authenticity, honesty and courage for unusual ideas. Does the commercial offer the viewer added value, does it entertain, does it surprise? Does it make you laugh or make you think? If I take my target group and their precious time seriously, this will be noticeable. Only those who feel they are being taken seriously will build a stable bond with the brand.
SPICY SHORTNESS, CREATIVITY AND COURAGE
A commercial should be short and to the point with the message and act congruently with the brand communication. The following applies: The bolder the basic idea, the greater the emotional impact. The more exciting the storytelling, the more attention is generated. And the more unusual the implementation, the greater the response. But be careful: The tonality should match the particular channel on which the promotional video will be placed …
CAMPAIGN PLANNING: WHERE WILL MY COMMERCIAL RUN AND IN WHAT FORMAT?
In the past, commercials were only shown on television and later in cinemas – mostly as live-action films. Online advertising has long since outstripped them, as it is more flexible, effective and cheaper. On YouTube, Facebook, Instagram, TikTok or LinkedIn, advertising spots can now be effectively managed and placed on one’s own.
Which different platforms do you want to play on with your commercial? Is your promotional video part of a larger campaign and does it require additional communication tools? OUR 360° EXPERT ROUND FOR A SUCCESSFUL 360° COMMUNICATION As experienced experts for film and moving images, we advise you with our advertising film agency on all aspects of advertising film and produce a product with added value that is perfectly tailored to your target group. For 360° communication across all touchpoints – such as ads, trade shows, social media, websites, banners and mailings – we work with brand management experts. Below are some examples from our portfolio: