ENT 610 – “Greatest Marketing Campaigns” Analysis Assignment – Five TV Ads Analysis

1. The Dancing Traffic Light: http://www.aef.com/ad-campaigns/dancing-traffic-light/

Description: A mission/idea from Smart to keep the traffic safe and fun, especially in the dense and busy cities where people just crossing the street without waiting till the “pedestrian light” turns green. This mission also encouraged real volunteers every day at any moment to dance and being synced into the real time with upbeat dancing music at crossing traffic lights.

The Rap artist’s voice and the song was so much fun and engaging with his invitation and explanation of how the dancing light functions, along with the captions that help you more understanding the ad.

Objectives: To save lives and money from unwanted accidents. Public safety with a twist of fun.

Target Market: All pedestrians, everyone who walks in the cities where this product was installed.

Product Benefits: Crossing the street is always dangerous because most of time people are impatient and jaywalking, causing a lot of accidents. With this dancing light product, it had 81% more people waiting, watching, dancing along which had resulted in less accidents – per the reporters. This mission not only kept the traffic safe but also automatically made people slow down, brought more smiles, more engaging and breaking the ice between people on the streets., made their day more joyful and less stress.

Product Value: Making intersections in the cities safer for pedestrians and auto traffic.  This idea not only save lives, creates fun and interactions, bringing positive feeling and smiles on people, also helps many cities to install this idea in their community.

 

2. Lantern: http://www.aef.com/ad-campaigns/lantern-2/

Description: “Lantern app, lighting the way of blind” – the title/mission brings curious and makes you want to see what it is about.

At the beginning of the ad, there was a blind man standing inside the train, trying to find out the next directions with a real person. That was before the app, and it was obviously always time consuming, can be confusing, get lost and dangerous when walking in the Subway unsure about the next directions. The ad pointed out the facts that there are 468 stations, 21 lines and five million fellow riders… not easy for anyone, especially for the blinds.  So, must have a solution to help at least 60, 000 blinds New Yorkers less stress, more independent and get a little easier to navigate in Subway. The Metro Train Authority partner with IBM created a new app called Lantern. Lantern is an indoor system that uses Bluetooth with Smartphone. By downloading the Lantern app, the Smartphone becomes a Skype providing turn by turn directions in Subway.

Just using the voice commend or asking any questions, it will tell you: train schedules, warning potential hazard, even the details like “Be careful, there are 20 steps ahead”, “Be careful, you are close to the platform edge” etc., The ad explained very clearly step by step how the app works with different demonstrated scenarios in real life.

The music background and the narrative voice are so clear, also with the caption, pictures that keep the audience’s attention to continue watching and bring up the grateful emotion of the helpful product.

Objectives: Encourage the blinds feel easier and safer when using the app. This product helps them travel with more confident and independent when traveling in subway.

Target Market: All blinds, all the unable to see people who are travelling in subway in New York City.

Product Benefits: I think this is a great idea, great product and I hope it will expanded past the subway and into the streets someday. This is something that allows the blind to be one step closer to independence while travelling.

Product Value: The value is for all the blind people. I feels more like a public service product that I am sure was paid for either with grant money or as a handsome tax deduction for the subway system.

 

3. #IAmStories: http://www.aef.com/ad-campaigns/iamstories/

Description: This Multicultural ad that specifically interviewed successful actors, actresses, entrepreneurs. They are also Asian Americans, who are making a mark in industries such as entertainment, food and social media. They shared their work and life experiences to empower others, that not be afraid to get out there and make a good, positive life. The ad featured Asian Pacific American Heritage Month that the stories are continuing be inspired and inspire others, also make an impression and open door to other Asian Americans. The ad’s title said it all “IAmStories”, encourages people to tell their stories, then posts them on YouTube and or especially on #IAmStories website.

The ad also features that #IAM partner with CAPE and Verizon. It features a short “About CAPE” and “About Verizon” with their logos and websites.

The background music is joyful and fast, combined with different interviewees’ conversations and slice pictures/webpages that helped understand better the subject matter.

Objectives: To get people to become more publicly about whatever their passion is and share it with the world.

Target Market: All ages, all people in general. Everyone can learn and can be an inspiration to others.

Product Benefits: To make you feel good and to help others to make good life choices. This is a powerful call to action which encourages you to find a niche, share it and be happy. It also brings together Asian Americans to show their strengths and continue making an impact in their own industries.

Product Value: This is a very good ad that bring people together, uplift the self-esteem and encourages everyone, especially Asian Americans to tell their stories to others. Post it on #IAmStories, show the world what you can do, can learn and what other people can teach you. The ad was presented by Verizon – America’s Largest and Most Reliable 4G LTE Network, which helped the world connected.

 

4. Respect – Discipline: http://www.aef.com/ad-campaigns/respect-discipline/

 

Description: The Marines – The Pew. The Proud (with Marines logo). This 2:05 minutes ad won the Multicultural Excellent Award 2013. Recruiting ad for the U.S Marines. The successful people who earned leadership, respect, and discipline. Real people, real stories:

1^st Lt David Oliver David – Public Affair Officer: He shared how he is successful in Leadership role as a U.S Marine officer. His culture, family, respecting people, the elders…For him, respect is both earn and imply. He earns respect by giving respect.

1^st Lt David Pham – Infantry Officer: He is a Vietnamese American whose experience and inspirations from a refugee life, a hard worker and refugee Vietnamese mother. He learned to be independent at very young ages, hard work, strong self-discipline that helped him a lot to be in the Marines. He has been trained and training others by set himself good example to others, always keep uniform and booths clean, training with precise, perfection at anything they do to be always ready when transiting to combat.

The music and drums through the ad, so strong and intense also so humble feeling with the real and intensive training in the field. So inspiring people to make U.S marines and the country proud.

Ad Objectives: To show that if you become a Marine you will giving respect and earning the respect of your family and others around you.Inspiring and recruiting new young men for the respected and proud career.

Target Market: Multicultural young men and women who can join the Marines and make something out of themselves.

Product Benefits: To instill a feeling of power, acceptance, free education, future life of leadership.

Product Value: If you join the Marines, they will at their expense training you. You will make a life changing decision for the benefit of you and your family. Win-win situation for the right people.

 

5. Open Your World: http://www.aef.com/ad-campaigns/open-your-world/

Description: A screen with narration by a man who speaks Spanish, caption in English, with music in the background. It shows different people who is learning a new language with Rosetta Stone on computer: a man is learning on the porch, a woman is learning in the living room, an elderly woman is learning in the kitchen, a young man is learning in bed, a business man is learning at his desk office… This ad shows everyone can learn a new language at anytime and anywhere you can.

The ad pointed out the advantages if you know a new language, you will open your world, break barriers, being able to feel more sure about yourself, overcoming the obstacle of not being to communicate, reaching your goal, making your dreams come true, making new friends, close a deal, new opportunities for jobs etc., It also persuades you to not worry about pronunciation thanks to online tutors’ method.

Ad Objectives: With Rosetta Stone, you learn a second language in a manner that is faster and more effective.

Target Market: All people, all ages that can benefit from learning a new language.

Product Benefits: To sell Rosetta Stone. Learning experience and speaking more than one language will bring a life changing in a positive way and make a better world by understanding each other better.

Product Value: By buying the Rosetta Stone product, you can learn more, socialize better, make more money in business, travel with ease. Language is a gift of a life time. Rosetta Stone – The Power of Communication.