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Animal distraction: Geico's disruption of automotive insurance advertising using lizards, cavemen and pigs
Geoffrey Precourt, Event Reports, 4A's Transformation, March 2013
This report from the 4As's Transformation annual conference describes the genesis and subsequent iterations of the widely-celebrated series of humorous commercials that have been the advertising hallmark of Geico, the US automotive insurer.
This report from the 4As's Transformation annual conference describes the genesis and subsequent iterations of the widely-celebrated series of humorous commercials that have been the advertising hallmark of Geico, the US automotive insurer. The idea for the first commercial, featuring a gecko, stemmed from an incidental sketch in 1999 following focus group findings that many consumers mispronounced the company's name. This has since spawned creative treatments involving characters such as cavemen and pigs. Geico's irreverent approach in a low-interest category has grown its market share from 2% to 12% since the first commercial, prompted competitors to adopt similar creative strategies and led to a big increase in adspend within the automotive insurance sector.
The 11th Annual ANA Multicultural Excellence Awards
Todd Wilkinson, ANA Magazine, December 2011, pp. 10-16
Case studies from three of the winners at the 11th ANA Multicultural Excellence Awards. Scotts Miracle-Gro reached Hispanic consumers with its Ortho brand pest control products, which used comedy to focus on infestation prevention.
Case studies from three of the winners at the 11th ANA Multicultural Excellence Awards. Scotts Miracle-Gro reached Hispanic consumers with its Ortho brand pest control products, which used comedy to focus on infestation prevention. The creative work coincided with the development of a Spanish version of the Ortho Home Defense website and fueld 30 to 40 percent growth in unit sales. The California Tobacco Control Program reached Asian audiences by portraying children eating meals of cigarette butts to force viewers to think about secondhand smoke effects on children. Insurance company, Allstate undertook a creative strategy dedicated to the LGBT community to highlight its equal treatment in an approachable manner.
Heard the ones about good comedians and behavioural economics?
Rory Sutherland, Market Leader, Quarter 2, 2011, pp. 58-58
Following Rory Sutherland's reading of How I Escaped My Certain Fate by the comedian Stewart Lee, he considers how, like humour, advertising is something that can only be judged behaviourally.
Following Rory Sutherland's reading of How I Escaped My Certain Fate by the comedian Stewart Lee, he considers how, like humour, advertising is something that can only be judged behaviourally. A joke results in a human response a laugh or smile which is, in many ways, involuntary. Most likely the audience cannot explain why they are laughing. The mistake of many conventional marketers is to require of any communication that the audience can explain how it works before it can be considered effective. He suggests that both behavioural economists and good comedians should be hired for NPD projects.
Should I use humor in advertising?
Millward Brown Knowledge Point, 2007
Humor can undoubtedly be used very effectively in advertising. Funny ads are more likely to be enjoyable and involving, and therefore memorable, than others.
Humor can undoubtedly be used very effectively in advertising. Funny ads are more likely to be enjoyable and involving, and therefore memorable, than others. But, as with all creativity, humor needs to be used with care. To be successful, it must help focus on the brand and the intended communication; otherwise, it can actually detract from the ad’s effectiveness. In addition, humor works differently around the world and across different audiences — which may limit the ability of a funny ad to be used in a number of markets.
Best Practice: Using humour in advertising
Admap, February 2003, Issue 436, pp. 11-12
This is a best practice piece on the use of humour in advertising. It explains that humour may be cognitive, affective or both.
This is a best practice piece on the use of humour in advertising. It explains that humour may be cognitive, affective or both. The reasons for using humour and its drawbacks are discussed. The accepted wisdom that humour does not travel across national boundaries is debated and the appeal to different groups by age, educational background and region is explored. The author lists the characteristics of senses of humour by gender and suggests that humour tends to work better for low involvement products. Integrating humour with the brand and how to use humour are discussed. The article contains a comprehensive list of key publications to read.
The unconventional building of a brand
Steve A. Robinson, ANA Magazine, Nov 2002, pp. 64-66
Chick-fil-A Inc. is a U.S.
Chick-fil-A Inc. is a U.S. fast food operation reliant on the chicken sandwich. This paper describes how the brand has grown via billboard advertising and humour - particularly the Eat Mor Chikin Cows campaign.
Admap Direct: Quote Unquote
Tom Rayfield, Admap, June 2002, Issue 429, pp. 10-10
This is Tom Rayfield's final column for Admap and consists of 40 quotes on the communications industry which the author describes as a 'tear out and keep page for the next time you are making a speech'.
This is Tom Rayfield's final column for Admap and consists of 40 quotes on the communications industry which the author describes as a 'tear out and keep page for the next time you are making a speech'. The collection is an assortment of wit and wisdom ranging from writers as diverse as Samuel Johnson ('Promise, large promise, is the soul of an advertisement'), to C P Scott ('No good will come of television. The word is half Greek and half Latin'), to John McGrath ('Things got so bad that I received a letter from the Readers Digest, saying that I had not been included in their Prize Draw'). Great fun.
Dissecting the Frog: Humor in Advertising
Max Sutherland and Alice K Sylvester, Advertising Research Foundation Workshops, Consumer Insights Workshop, October 2000
The arrival of dot-corn advertising in the last few years has brought with it a resurgence of humor in U.S.
The arrival of dot-corn advertising in the last few years has brought with it a resurgence of humor in U.S. advertising. But what's funny? And how do funny ads work? Humor is one of the least understood elements in advertising. This paper reviews the surprising history of humor and dissects the anatomy of humorous ads to expose its most common Achilles heel -effective branding.
Humour in advertising: It makes me laugh, but was it good for you?
Chloe Fowler and Ian Sippitt, Admap, May 1999
This article explores the way humour works in advertising, develops models for analysing its effective use, investigates the changing response to it, and assesses whether it works differently according to sex.
This article explores the way humour works in advertising, develops models for analysing its effective use, investigates the changing response to it, and assesses whether it works differently according to sex. Its findings: humour attracts attention; can improve communication; improves liking; and has different effects on different audiences. A graphic model shows the different levels on which humour has to operate in order to be successful. Sexual differences are explored, and in general women were found to have a gentler sense of humour than men and were uncomfortable with humour that is at the expense of someone, although younger women ('ladettes') were found to have a sense of humour more akin to that of men. Men can become obsessive in their repetition of catchphrases from TV programmes or ad campaigns. Examples of advertisements appealing to both sexes are provided.
From the client side: it's our way to fly
Herb Kelleher, Agency Magazine, Fall 1998
The account manager - a much maligned individual, attracting derision, ridicule and ignominy. But even the best creative, planning and media groups will be inefficient if left in the hands of poor account management.
The account manager - a much maligned individual, attracting derision, ridicule and ignominy. But even the best creative, planning and media groups will be inefficient if left in the hands of poor account management. Today's multiple media outlets mean that account management takes center stage. Eleven principles are discussed which if followed will insure 'superior' account management.
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