The Australian Central Institute of Technology released a viral ad that actually makes a splash on the traditional way to communicate an educational institute. It is different from the traditional walk arounds through campus, showing beautiful students relaxing, reading and working in computers (or tablets, recently). This one is sarcastic, ironic, dark, humourous - different. And thus, eye catchy! It is a great viral, that will make you stay throughtout the length of the ad and actually share it with your friends.
But a viral needs to be more than that! It also needs to convey a message associated with a brand! Too often I see viral ads just being judged under the criteria of standing out and talkability. They need to do more than that - they should answer a brand or product strategic objectives! It is something that all marketeers should remember! Or they will end up doing a number of laughable and memorable campaigns, but no sales at all...
Now, looking at this ad, I can see the campaign objectives very clearly. For a clever, witted and young target (and which university doesn't have that?) this is a great ad - it shows that this college shares the same attitude they have, creating empathy. But I would definitively recommend them to push branding a couple more times in the ad.
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