Ikea asks: “How do you prove that the Swedish furniture store has so much to offer, you can tell something different about it every day?”
Daily storytelling here: Ikea 365 Campaign: One commercial a day for a years duration. A campaign by IKEA Holland by Lemz that shows the variety of products that Ikea has to offer. Also helps keep conversation and ‘buzz’ live around the brand. The first of the 15-second clips from ad shop Lemz launched last Sept. 1, and after 250 spots, Ikea claims a 6 percent uptick in “top-of-mind” awareness. Here is a video to help explain the whacky idea!
The people of Sweden have been stereotypically known to be a reserved bunch, so Carlsberg have created a competition to help Swedish people express their courage. They recommend acts on the website to participate in the competition – the goal of the competition is to find Sweden’s most courageous folk. The app for the competition contains over 500 missions, each representing a social challenge. Many of the challenges require social media and use of a smart phone to succeed. Participants can then upload their version of each challenge.
This billboard is a similarly executed billboard campaign that ran in New Zealand that formed part of of my analysis for my masters thesis. The billboard, in its shocking and gruesome creative execution undoubtedly wields the potential to literally stop drivers in their tracks (excuse the pun) and cause them to reconsider having ‘one for the road’ as the advertisement translates from Russian.
The advertisement again shows the potential for shock advertising to act as a major catalyst in changing peoples habits and influencing human behaviours that society may deem as taboo and in need of change.
The advertisement is projected in a fashion so that it appears everyone in the scene is part of a first person shooter game trying to kill each other with their weapon (their finger!). Everybody has their hands shaped as a gun and shouts ‘bang’ when they shoot to mimic a gunshot. People begin to crumple to the ground as if they have been shot dead.
All in all, a great creative and interactive advertisement that draws in the viewer from the outset with the tense undertones opening the advertisement. An advertisement that undoubtedly possesses viral qualities for people to spread to their friends in social media channels too.
This advertisement was part of the UK wide Think! initiative to highlight the awareness around safe driving. Fear appeals and social marketing causes have long been recognized for their impact when used in tandem. Changing behaviours through eliciting fear: hard hitting stuff.
Due to the fact that shock advertisements have the implicit quality of surprise and shock, they are often deemed to be more effective and memorable. Similarly, the respondents pointed to these qualities for justifying the use of shock tactics in advertising.
‘I think some of it is that it catches your attention, it is the surprise element of it when you see the advertisement.’
‘Yes definitely the surprise element is 100% shock. If you can see what is going to happen then you won’t be shocked and therefore the ad wasn’t clever enough.’
‘Yea that surprise thing. And it’s that thing that when you see it you will put it up on Facebook or Twitter it and tell your friends to check it out. Either it’s f****d up or its hilarious or even just look at it and tell me what you think!’
Although it can be said to be particularly advantageous to use shock advertisements for their surprise and shock potential, this must also come with a footnote. The respondents’ insights shows that advertisers must recognise that shock is the primary appeal being used to hold the attention of people. This causes the ever-present issue in advertising to re-submerge, which is the need for creativity and originality in new advertising campaigns. By its very nature surprise and shock will cause peoples threshold levels to be lowered somewhat by repeated exposure. But due to these qualities, shock advertisements retain a greater potential for advertisement recall and the ability to ‘stick in [your] mind’ as each respondent put it.