The Science of Advertising Show
The Science of Advertising Show
#4 Lockdown
Pornhub | Bodyform | Tango Energy | Pure Blonde
On today's episode, we are looking into a creative from Pornhub—the last brand we expected to see an advertisement from! We will also take a look at #Wombstories - a creative from Bodyform, followed by the latest creative from Tango Energy. Lastly, today's Classic Creative comes from Pure Blonde.
***
The Science of Advertising Show
Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.
Subscribe to our channels and give us a follow on LinkedIn - we would love to connect!
YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA
Spotify: https://open.spotify.com/show/75Mm0VlUpgZl3w6YyT1bwcsi=_7_vknwBSKWZX_UrufjMFQ
Apple: https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4
Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==
https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/
***
If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/
00:00
welcome to the science of advertising episode four
00:03
the show where we review the latest ads and the science behind
00:06
why they influence and persuade human behavior on today's panel we've got dr
00:10
jared cooney horvath the preeminent expert in the field of educational
00:14
neuroscience with a focus on learning memory and attention and your host
00:18
jonathan rowley
00:28
today we have three new ads that have been released in the last little while
00:32
and as you can see we are shooting remotely i am up in
00:35
byron jared is his home and we can't be in the studio because we have
00:40
nearly stage four lockdowns in melbourne so we have gone remote
00:44
but first up today we have a ad from pornhub which we will dig into so
00:51
so interesting to see a pornographic site release some content
00:56
or an ad during these times and let's go to it now jake
01:01
let's cut to pornhub's latest creative open to slide three from
01:07
the channel i actually hop out of this call since
01:11
i'm not on this account it's no problem okay guys sean sure
01:15
let's just start off with january 2020. now consumer spending is up uh if you
01:21
look at the graph right below i'm sorry we're on page 12. the second
01:26
graph from the top okay and you know turn your
01:28
camera off all right so if you look uh we're at point one five percent higher
01:33
than 2019 uh we started this quarter off at 2.75
01:37
holy [ __ ] oh god i don't think he's daniel
01:45
daniel daniel call me oh my god he called daniel on his cell called him
01:57
daniel oh my god daniel is the host we holy [ __ ]
02:04
oh my god
02:20
so there we have it the latest from pornhub when i saw this come across my
02:24
screen and i saw latest creative from pornhub for me i
02:28
had me fascinated i was like what have they done what is this going to be
02:32
i was super intrigued i opened it up and i watched it and had me enthralled from
02:37
day dot i was there it had me and uh the interesting thing about it
02:42
there's a lot of prediction break in this story a really powerful combination
02:46
and i'm sitting there i'm like where is this gonna go and then as it continues
02:50
i'm like surely not is this what's going to
02:53
happen and right now with so many business meetings via zoom skype and
02:57
everything else in between this is really contextual really
03:01
relevant and highly entertaining uh as i dug into it it got even more
03:06
fascinating because it was released on international masturbation day how to
03:12
wank from home safely which is a real thing i thought
03:14
that was a joke that they threw in at the end that's a thing
03:18
it's a real thing no it's an absolute joke so they've tried to create this day
03:21
oh they're invalid i do for a second but accidental video calls it had me
03:28
smiling throughout the entire creative but one of the most genius things they
03:32
did here was not only did they create a highly entertaining and a very clever
03:37
ad that cost them little to next to nothing but they managed to link
03:42
the brand all the way through so as the story had
03:44
finished they still had the narrative and the audio running
03:48
as they seated in the text that was coming up on screen
03:51
and the pornhub logo so for me this has full votes especially right now
03:56
highly entertaining an ad that you can share around send to your friends
04:00
get a giggle but an absolute cracking piece of creative
04:03
dr jared what were your thoughts totally totally agree this
04:07
couldn't have been done by any other company i fear i feel other than pornhub
04:13
because that is the when you think of computerized porn that's the first name
04:19
that comes to mind it's funny when you said
04:21
when the new creative from pornhub came across my desktop and i clicked it
04:25
immediately this wasn't what i was expecting but
04:27
there you go but what i liked about it is yeah it's
04:30
it's contextual for them like you could have done this with an external magazine
04:35
or videos this only works because it's an online setting
04:38
they've then done a really sick memory hijack
04:42
where because we've done nothing but zoom for two months
04:46
everyone is so used to that stupid screen
04:50
that once it starts going you start thinking yourself kind of like when
04:54
you're a kid in school and you're like what's the worst thing that could happen
04:56
what if i showed up to school naked oh so you start to think what's the worst
04:59
thing that could ever happen on zoom and this has got to be one of them
05:02
and they just push it through so they've taken all these memories that you
05:06
already have for zoom and now they've guaranteed that every
05:09
time you log on to zoom past this what's the first thing you're
05:12
going to think about do not masturbate on this camera so
05:16
they've they know we're going to be on zoom five
05:19
six times a day every week for the next two months so
05:23
it's like this repetitive they found the right memory to tap into
05:26
they tied their brand right to it and now they get free advertising in my head
05:30
every time i sit down on my computer it was such a smart move
05:33
loved it yeah interesting like for i was thinking about this just before we
05:39
jumped on and it was around comedy and looking at the
05:43
structure of comedy and there's there's two principles there
05:47
that bounce off so one is the art of telling a great story but
05:51
then you've got prediction break like and it's this beautiful combination
05:54
between both that that brings around humor but jared from
05:58
your perspective just digging into to what that looks like from you know a
06:03
learning neuroscience perspective could you just dig into
06:07
prediction break and what that really is and how it's so powerful
06:11
so what yeah what tends to happen is so you can assume
06:14
everyone lives in in a prediction of reality so the way the brain works is
06:20
you've got kind of two modes you've got what we'll call kind of active live
06:24
thinking mode then you've got passive prediction mode
06:27
where you just use your experiences from the last 30 years of your life 40 years
06:30
of your life to say i know how this works boom i'm
06:33
going to live there now the vast majority of the time i'm talking 90 to
06:36
95 of the day you're just sitting in
06:38
prediction mode you do not live in reality
06:41
you live in your story of reality as soon as you see a computer you just
06:44
start running simulations oh i've seen computers before
06:47
you live up here anytime a prediction fails your brain kicks into that active
06:54
mode because it's actually it's a safety mechanism if you think about it
06:57
if you have a prediction for how an animal should act and then the animal
07:01
starts snarling and it breaks your prediction your brain doesn't know any
07:04
better it's that it says oh you could be dead right now update your story
07:08
immediately it kicks you into active gear
07:09
and all the machinery goes live to say change your thinking change your story
07:13
change your prediction about the world so you can see historically it makes
07:18
perfect sense dangerous situations kick off your coder
07:22
we don't have sabertooth tigers or anything like that running around
07:25
anymore but we still have this same mechanism and it kicks off
07:28
any time our predictions fail so in this case i'm looking at a zoom meeting i've
07:32
seen these 100 times i know exactly what's going to happen someone's going
07:34
to interrupt somebody someone's going to talk about a powerpoint
07:37
this and as soon as you see some dudes starting to pull out tissues
07:40
and a little squeeze bottle of lotion boom you haven't seen it before it's a
07:45
fear you go oh this isn't what's supposed to be happening
07:48
your brain automatically kicks into active mode and in this moment
07:52
you're gonna start learning remembering memorizing whatever is coming in
07:55
it's your body saying oh something unexpected is happening
07:58
you better remember it so bring that back to humor humor
08:02
almost exclusively works off prediction break take someone down a path and make
08:05
them feel calm make them feel safe switching on them it wakes them up and a
08:09
lot of the times that laugh comes from the discomfort
08:12
of being switched into the mode of uh-oh the world doesn't make sense anymore
08:16
so the best jokes do exactly what you said they break your prediction but they
08:19
don't do it in a way that's scary they do it in a way that's relatable
08:24
enough and enough of a parody on your actual
08:27
life that you can kind of make fun of it at the end of the day
08:30
pretty much all humors is slightly cynical it has to make you go oh yeah
08:34
that sucks that's something about me or about the world that's kind of crazy
08:37
and in this case if you've never masturbated before or you've never seen
08:41
pornhub or you're my 90 year old grandmother
08:44
that prediction break a would probably never happen because
08:46
she doesn't even have a prediction of skype she wouldn't know what the heck is
08:49
going on but when somebody starts masturbating
08:52
that wouldn't be cynical and that wouldn't be funny to them that
08:54
would be off-putting that would be too much that's not part of her world
08:59
view but if you're our age and you grew up
09:02
with computers and stuff that's something we've done that's
09:04
probably something we've thought about it's something we're kind of awkward
09:07
over so as soon as we get the prediction break we're live and we see it happening
09:10
we go yep that's cynical that's something that could have happened
09:13
at one point in my life we recognize it and that leads us to laugh about it
09:16
and off you go so this perfect mix of prediction break
09:21
with enough recognizability to make yourself feel
09:24
oh yep taking the piss on myself i'm good to go
09:27
that's the best comedy there is yeah totally great
09:30
round of applause pornhub well executed now we'll transition
09:34
slightly so going from a very male skewed
09:37
creative or something really resonates with the the male gender we're moving
09:41
and transitioning and stepping and changing gears to body form
09:44
and this creative has just been released and let's cut to it now
10:30
me
10:33
come to me
10:58
um
11:34
i just wanna die
11:54
huh
12:08
people just wanna
12:36
oh
13:01
who made you
13:10
so there we are that's the latest from body form uh jared i'd be curious to get
13:14
your thoughts on what this meant to you and what they were
13:18
looking to achieve so i uh from a completely personal
13:23
and let's say artistic standpoint i absolutely love
13:26
this i think we're we've there's been a lot of and i've been
13:32
wouldn't have thought about this i got married about 10 years ago
13:35
jeez and before that i wouldn't have thought about any of these issues of
13:38
what it means to be a female the female body is just kind of like
13:42
the joke you're a man they're a woman blood is gross ooh
13:45
but now living with a woman for 10 years you start to really recognize how
13:49
powerful these stories are and how much we vilify the female body
13:52
so from a personal standpoint i love what they were doing
13:56
um the the ability to talk about what is still considered a taboo topic
14:02
and a lot of circles but use a different way to approach it
14:05
so you're kind of simulating it you're not talking directly about it you're
14:08
using animations you're using uh pure emotions without ever having to
14:12
show anything very smart move to start to get people
14:15
to open up about these ideas and the water birth moment was also i know
14:19
it's a small moment in there but such a huge thing because in the us right now
14:24
there's a huge debate between hospital births and home births where
14:28
historically births were not something you do a hospital
14:32
something for sickness and birth is not sickness so that was
14:36
always something that was historically done
14:38
at home with midwives and it's only recently in say the last hundred years
14:42
that we started to really pull that into the medical
14:44
model so seeing that live i know that's going to cause a lot of stir
14:48
in the u.s the home birth versus hospital birth
14:51
with all that said as much as i love this i have no clue
14:56
beyond helping people just open up a conversation
14:59
anything i i have no clue what they were trying to do if this is a business
15:03
if this is a um a blog if this is a so that's it as a piece of art
15:09
love it and it's going to stick with me and i'm going to share with my wife and
15:12
we'll talk about it it'll be awesome but as a piece of advertising i don't
15:16
know if i don't even know if it was meant to be i mean do you have any idea
15:19
what the business is or what they're doing yeah
15:22
so body form very large in the uk or larger in the uk
15:26
that's the the foundation of their business and it's sanitary items for for
15:30
women so it's really fun to talk to you know
15:33
and that was kind of yeah it's interesting not having any
15:36
experience with the brand whereas being somewhat familiar with brand
15:39
and i had a similar thought but right from the
15:42
get-go this had the app this had my attention it was speaking
15:46
directly to the target audience and it pulled them straight in
15:49
even though i am not directly part of the target audience
15:52
it had me i was enthralled i was engaged and the music track was
15:56
absolutely brilliant i'm not sure if you got the words
16:00
right at the start but it was i know you and i dug into the song and it's a song
16:05
called priestess and it really celebrates all things
16:09
women you know and it's and it's i know you and that really flowed through so
16:12
from the get-go that you could see that was the intent
16:16
it was human it was relatable it leverages both like real world
16:19
footage and animation to help tell this story
16:23
and it also had several storylines going on and you could pick
16:26
pick up on those scenes but the most genius thing there was no voice there
16:30
was no actual voice over articulating it was just using music it was just
16:34
using animation and sound effects to deliver these
16:37
stories in a really powerful way that in my opinion a voiceover could
16:41
never have done so yeah these stories were anything from
16:45
being pregnant to finding out that you couldn't carry a child
16:49
you know through to menopause really powerful scenes that
16:53
could relate anywhere from teenagers all the way through to you know females in
16:56
their 40s 50s 60s so incredibly relatable and genius in
17:00
its way so when it comes to sanitary items there's
17:05
two real strategies you've got one that is very brand orientated
17:09
how do i connect with my audience in such a way that they'll fall in love
17:12
with me that we know them better than anyone else
17:15
or you go the other path which is we've got a new innovation it's a new
17:19
technology it's you know so it's either product
17:21
development or it's brand yeah so it's interesting that you i'm
17:26
wondering how much i'm kind of thinking this back now to
17:29
the to the pornhub one as well how much original brand recognition does
17:34
matter in these instances so if you didn't know
17:37
what the hell pornhub was and you saw that you might think of
17:41
masturbation but you might not think of pornhub you would think of porn
17:45
x or something else that you get playboy
17:48
wherever the heck else you get your porn but because we
17:50
know that it was easy for me to slot right in
17:53
with this one if you know it i'm sure from the like you were just saying from
17:56
the get-go you you know what they're doing
17:58
so you can kind of draw that line between this ad
18:01
and that product but for someone like me who didn't know anything i wonder where
18:06
that line is going to be drawn for me was nowhere it was just this is a
18:08
beautiful piece of art but it wasn't linked to a product but i
18:12
wonder if other people will see it and link it to
18:16
other forms of that product and say well cool tampax
18:19
if they didn't know any better like how important is that initial brand
18:22
recognition to the ad being forced to give you more
18:27
information or being allowed to take a lot of information out
18:30
i look at a great point so as you look at it anyone that was familiar with
18:35
either pornhub or body form yeah they would then really
18:39
resonate with it like it would the relationship you have with that
18:43
particular brand just goes to another level of depth
18:46
to the point where you'd share it with your friends and family you'd nearly
18:49
become an ambassador of it so it's nearly got this viral or social
18:53
element that you you'd seed it to your peers and that is incredibly
18:59
powerful and if that's what transpires and i had
19:01
a quick look and if we have a quick look now we'll pull it up on screen
19:05
if you look at just some trended traffic for this particular brand when this
19:08
dropped it it's the peak in the last five years
19:11
so it's obviously connected with the audience and they've shared it
19:16
with their peers and it's something that they've really related to and connected
19:20
to but it it gets deeper and more clever than that
19:25
the the hashtag at the end was worm stories
19:28
so they've been running these womb stories for quite some time and getting
19:32
stories from their supporter base you know their fans
19:36
these people that really love the brand and this is everywhere from you know
19:41
young girls 10 11 12 sharing their first period all
19:44
the way through to menopausal women but you
19:47
can obviously see that this creative was skewed to the younger demographic
19:50
it moves fast the animation everything really speaks to
19:54
you know that younger cohort but they've leveraged these real world stories to
19:59
create this piece so they're leveraging their
20:02
customer base to tell their stories and help
20:05
tell these stories that yeah so it's a really clever piece but to your point
20:10
if you weren't familiar with the brand at all and you saw it once
20:14
you'd love it as a piece of art but you may not necessarily understand
20:18
what the product is who it's for but if you had any affinity or you
20:23
had some awareness you'd build a really strong relationship with it
20:27
what's interesting is now that i know what now that you've told me what it's
20:31
for i'd be interested to go look that up to
20:33
see okay that sounds like something my wife
20:35
would like to support and be a part of but i didn't know
20:38
so it makes you question when you're just starting out versus
20:43
deep into the game of being a brand a market of
20:46
advertising how you have to change and move
20:50
with your recognition it's necessarily going the kind of things you can do
20:54
being around for 20 years can be very different than the kind of things you do
20:56
it for two years and then knowing your market too i'm
20:58
sure if they're big in the uk the uk everyone knows them there so they see it
21:01
and they go boom already know what's going on maybe it's
21:04
not even available in australia so to us it's just an interesting thing
21:08
you know what i love too draw this back to we haven't gone to it yet but
21:13
we'll get to in a second the the ad we've selected for the um the
21:17
throwback ad this week hold on to that because something very
21:21
interesting happens in that ad that i want to compare to this ad so but
21:25
at this point right now i want to say that
21:27
this ad tapped into the current uh zeitgeist perfectly we're we're at a
21:34
point in a lot of the world globally where female rights and empowerment are
21:38
stepping up and women are getting sick and tired of being pandered to and
21:43
pretended like everything is cute like i remember it was about a year ago all the
21:48
old period ads used to just use blue liquid
21:51
and poured it on a pad to show how absorbent it was
21:54
it was about a year ago an ad came out and used red liquid and said it's blood
21:58
why do we have to pretend it's anything else like this
22:01
half of the world goes through this let's stop catering to the male audience
22:05
and just make it realistic and that was a huge wake-up call and a
22:09
lot of people gravitated towards that because that's what women are trying to
22:12
say they're like look we exist we're real we don't have to lie about
22:16
how prevalent miscarriages are how menopause hits all
22:20
of us how we go barren how some of us need to take shots to have babies like
22:23
this is real stuff that not one person's having millions are
22:28
so this tapped right into that and is going to move that movement forward so
22:31
they've kind of fit right into this perfect cultural
22:35
moment where they can actually support which is
22:38
really cool when you think about it as a movement you can support
22:41
change around the world while still doing your job
22:44
of advertising and then move things forward while still getting your brand
22:48
out there which i think is just a really cool
22:50
but it's dangerous when we get to the throwback episode we'll come back to
22:54
this point and we'll see how things can change
22:56
over time but at its essence it's storytelling so back to worm stories
23:01
it's telling stories and you can see you know 5 10 20 years
23:05
ago everyone that was producing ads for
23:08
tampons that were probably mailed or had some
23:10
sort of male influence because it was literally
23:12
a cup of water here it is problem solved you know there it is
23:16
that's your technology more so than the brand and technology now has probably
23:20
got to a point where there's not a huge amount of innovation
23:23
that we can have there's only so much that you can absorb and everyone's
23:26
playing it at a similar field so what can we really do we can build a
23:29
really deep and emotional connection to our audience and this is where this
23:34
is this is i feels gone in a very compelling way
23:38
it's telling compelling stories that really connect
23:41
and as you start to think about storytelling what is storytelling
23:45
and i remember being in uluru and was sitting at
23:49
dinner in the night sky and all you could see was the stars and we had
23:52
people telling stories about the indigenous people of
23:54
this country and their stories through both song and dance
23:58
was the way they used to navigate around the land and the country
24:03
so as you see them sing and dance this is the way of
24:06
actually embedding the memory so when they navigate from one side to the other
24:11
they know the path they know the dangers and what to look out for and the
24:14
milestones and i just can't stop thinking about the
24:18
the power of telling a compelling story and through this you can see the visuals
24:23
of the woman that's just found out that she will not be able to carry
24:27
a baby you know literally the lights go off and it's this desolate landscape
24:31
you know inside the garden that was supposed to be there that was once
24:34
fertile you know but the power of storytelling
24:36
so in terms of your view jared like why is story so powerful for humans
24:43
so the brit the brain works in pure narrative like we
24:47
i'm not being metaphorical when i think that when i say that the brain
24:50
works in story so when you break a story down
24:53
there's really only three essential ingredients you need for something to be
24:56
a narrative it's a cause and chain so we call that
25:00
the physical thrust events have to happen
25:02
in an order that you see this one caused this one to happen
25:05
this one was precipitated by this at the same time then you need what's
25:10
called the psychological thrust characters or
25:12
the audience have to feel a certain way as these events are occurring so it
25:16
can't just be a flat thing you have to feel good feel bad
25:19
with these cause and effect moments and then the third thing is you need an
25:22
audience a story without a person is nothing a story in my head
25:26
is not yet a story until i share it with you and you give me some feedback about
25:30
it that is when we you look at how the
25:34
brain actually organizes the world that's its normal pattern cause and
25:38
effect emotional valence socialization so just think about when
25:42
you dream when you dream it's a mishmash of events like when you
25:45
wake up and you try and tell someone a dream
25:47
you always have to bail out because it sounds so stupid when you're awake
25:50
you're like yeah i was on a horse and then i was
25:52
in an office and i was taking a test i'm sorry this is horrible
25:56
when you're awake you recognize it doesn't make any sense but when you're
25:59
asleep and in the dream it makes perfect sense because that's your brain drawing
26:02
a cause and effect chain yes of course you're in an office after
26:06
riding a horse and then after an office you have to take a test that's the way
26:08
the world works no it's not that's your brain
26:11
building a cause and effect chain assigning emotions to each of these
26:15
moments and that's your narrative so whenever
26:17
you get a good story a good narrative you're literally just riding the rails
26:21
that already exist in the brain you're that's the way the brain wants to work
26:24
you're just saying sweet let me pop my train right on and let's go you're not
26:27
fighting against anything you're going with the flow
26:30
now the interesting thing about narrative too is that i think you just
26:33
nailed it is it comes in a myriad of forms
26:37
it in the western world we tend to favor words
26:41
we write and we talk we we literally narrate
26:45
our stories but they don't have to be cause and effect emotional valence can
26:48
be demonstrated through dance through music through all these other
26:51
realms so i remember when i was going my original degree i was a
26:55
i went to film school back in another life and the very first
26:59
film class you get to take where you make movies you're not allowed to use
27:02
any dialogue you can't use any narration you can only use
27:05
images the film and sound music and everyone hated it oh gosh we
27:12
couldn't stand it but by the end of it you recognize why
27:15
because the teachers flat out say if you can tell a story visually without words
27:20
then the words become icing on your cake but this medium that we're using here
27:24
film is a visual medium learn how to use it
27:27
and like you said this ad did that perfectly it shows you don't
27:31
need to tell a story you can live a story you can enact a
27:34
story and the more you less you tell it to me the more you let
27:37
me experience it the more i start to mentally simulate it up here
27:41
i'm part of your story and now i'm in it's not just your story it's our story
27:46
and off we go that's the socialization aspect of the storytelling
27:50
and it works so much better with visuals than it does with auditory just text
27:54
so i think this is my old film professors would have loved this they
27:57
just said that's what we're going for you can tell
27:59
the deepest story without ever saying a word because storytelling isn't an oral
28:04
thing it can be but it's everything else so
28:07
use your medium to the best of your abilities yeah in
28:10
terms of memory and story is the the most vital elements is it
28:16
looking at the emotion that you're like i'm just curious from
28:20
your experience when you are telling a story what parts
28:23
do you recall how do you really embed memory it has to
28:27
be so believe it or not it has to be both so
28:30
you've seen those ads where like the dogs are all getting beat up
28:33
and then it shows a whale and the whale's crying and you get really deep
28:37
emotions from those ads but you don't really remember
28:39
much about them other than damn that was sad and then you've had
28:43
unemotional narratives where it's just a cause and event cause and effect
28:47
chain of events where things happen like i'm thinking this is gonna suck
28:50
but there was a movie a couple years ago one best picture called 12 years a slave
28:54
which was two hours of pure depression cause and
28:58
effect there was a cause-and-effect narrative but the emotion was
29:01
nothing but sadness and depression so most people remember very little about
29:05
that movie so it's the combination of the two once
29:08
you get emotional swings and it can't just be an emotion it has to be
29:11
emotional movement with cause and effect that's where you
29:14
get your memory boost anyone in isolation
29:17
doesn't really do much for memory it's a combination of the two that allows you
29:21
to form a chain that for whatever reason that's our
29:24
brain's natural pattern where it goes ah a narrative
29:27
store that my schema off we go so that way just any time you come across
29:31
patterns like that in the future you can tap
29:32
into that narrative remember the whole narrative and that helps you make sense
29:36
of future patterns so it turns out it's not just the pure
29:39
emotion and it's not just the pure cause and effect physical movement it's
29:43
the combination of the two that seems to matter
29:45
so it's sort of pleasure pain it's you've got to elicit some sadness but
29:50
then you've also got to inject some some happiness and elation in there and
29:54
you can still do that i mean i could i could sit in a lab and just show you
29:56
happy pictures and then sad pictures and then angry pictures
30:00
but you're still not gonna remember much of those pictures until i tell and
30:04
link him into a cause and effect chain because this then this
30:07
and then vice versa if i just give you events without any emotions most people
30:11
never remember those events that's most of school
30:13
you get events without emotions it goes in for about a week and then it's gone
30:17
so it's the combination of the two that and again i'd love to say that there's a
30:21
i can tell you the exact chemical cascade but we don't know it just seems
30:25
like that is the base pattern of the brain so when
30:27
you tap into that natural working pattern boom the brain's
30:31
like yep that's what i do and it just gets right in there yeah so
30:34
you got a narrative you've got a storyline
30:36
and then as you're going through the storyline you're just sort of
30:39
fluctuating between the peaks and the troughs
30:42
and you need both of those if you just constant high or you're constant low
30:47
it's nothingness that's why a lot of comedy films if you think about it a lot
30:50
of comedy films are fun when you're watching them
30:53
but you don't remember much because if they're just pure comedy the whole time
30:56
it's like okay cool and it just seems to go away
30:59
but those comedy films which kind of bring you down and then back up and they
31:03
become real you're like wow that one really kind of
31:06
hit the heart made me cry you tend to remember those more like i
31:09
think my favorite comedy of all time is what planes trains and automobiles
31:13
um back in the day and at the end you're actually crying at that movie
31:17
and like that's that's why you remember it so well it's because it wasn't just
31:20
two hours of joy or two hours of sadness it was a movement and once you make that
31:25
switch that move between emotions that's when you really
31:27
start to get these boosts interesting and just like great loves
31:32
movies or movies about love or you know which is one of my
31:36
wife's favorite genres you know we even just watched slumdog millionaire which
31:39
was yeah it was interesting in gangs i
31:41
haven't seen it in many years but yeah there's a lot of
31:45
uh really heartfelt moments in there where you just can't even believe that
31:48
this is this happens on our planet and then you've got these
31:51
really nice beautiful pieces of you know children and kids coming
31:55
together and lovely stories within it but
31:58
you know love stories seem to have this pain but then there's this love or this
32:01
intrigue as well so it keeps you on the edge of your seat but
32:04
yeah interesting in terms of they say who is um
32:08
um uh kurt vonnegut he spent a huge chunk of his career just coming
32:12
up with story movements like trying to find the archetypes of stories
32:16
and he said the most the one story that once you write it
32:19
you're gonna get a million dollars every day of the week
32:22
is a story that starts with your lead character in a downtrodden spot like
32:25
let's just take cinderella sad out out of my luck nothing's going
32:29
to happen then throughout the story things get
32:32
better and better and the emotions start to get better and oh i got a date no i
32:35
got some friends and all shit's going good
32:37
and then right at the peak you take them all the way down to worse than they were
32:41
before oh i lose my slippers everyone's beating me
32:43
again my life is right back to normal and then you flip it and bring it higher
32:47
than it was before so it's this kind of slow build
32:50
quick release back up to the top and that
32:53
that really quick movement at the end seems to be the one that we
32:56
love the most and he wasn't joking he's like man every movie
33:00
that has that ends up being a really popular movie because that just seems to
33:03
be the one flow that just taps into our emotions
33:07
perfectly he's like yeah that's it the underdog oh yay type of story
33:13
look at the film guy he's here i know i'm bringing all my old school stuff i
33:17
should bring my brain stuff and now i'm bringing my my
33:19
narrative stuff today i love it but yeah both of these had
33:23
like a correlation between stories so i just want to spend a bit of time and get
33:26
your thoughts on it and that's been amazing but tango energy this is the one
33:31
the this is a an interesting one because
33:33
it's a brand that hasn't been on tv it hasn't been
33:38
uh had a big above line campaign or really much attention at all
33:41
so this is the first step for them and interesting time to go live because it
33:46
was in the middle of covert they had to shoot this during lockdown
33:49
so their hands were tied in many different ways
33:52
but we'll cut to it now he's the latest from tango energy
34:00
just tell us what you want no more confusing offers
34:08
okay just like prices okay and uh energy with a clean conscience
34:17
it's okay sure not a problem okay great thank you take charge and
34:24
switch to tango energy today so there we have it tango energy shot on
34:29
a on what was a relatively shoestring budget
34:32
and you can see social distancing was in place and all things considered they've
34:36
done a reasonable job with the cards or dealt
34:40
you know shooting their first tvc during a pandemic
34:42
not an easy situation for any brand um interestingly enough electricity
34:48
brands what is an incredibly commoditized
34:51
industry it's electricity how do you differentiate yourself
34:54
uh which has led to to this one you can see they've started
34:58
the end and they've tried to build their creative and tight
35:02
tango theme so you know you can see the subtle tangled colors throughout which
35:07
might be the megaphone you can see the orange lamp in the lounge room
35:10
even the lights on the mock police cars they've tried to connect
35:14
the tango branding throughout but it's very subtle and it's very weak
35:18
uh this ad does get your attention you know anything with lights and sirens
35:22
typically does have that effect on us uh it usually signals emergency so
35:27
we do tend to pay attention and literally just from the outset it was
35:30
lights and sirens it had a subtle use of a trusted advisor
35:34
so that was a lady with the microphone so she does present reasonably well
35:38
she's happy and communicates service so a great call in and i think she was a
35:44
good uh actress for the role
35:48
um but i'm really curious where they're gonna take it from here they're gonna
35:52
pivot and take in very different direction
35:54
it's hard to really build on this idea and style like what can you really do
35:58
with it and it's very unmemorable from from many different respects
36:01
like it could have really been any brand like it
36:06
you could have slapped an agl you could have slapped
36:09
an energy australia on the back of this ad and it really could have been anyone
36:13
so how do you position in a really cluttered market
36:16
you know i probably would have liked to have seen a longer version of this maybe
36:20
even a 45 or a 60 so something that gets your attention
36:23
holds it and has a really simple proposition but i'd want what you'd call
36:29
like a reason to believe an rtb or some sort of proof point
36:33
justify why you've got cheaper rates like justify tell me a little bit more
36:37
about who you are and why i believe and i know the objective of
36:41
this is just to get attention and a little bit of interest hopefully
36:45
then they go to the website which i believe it will do
36:47
it will get some traction but the motivating driving force to get someone
36:53
to go all the way through to become a tango customer
36:55
there's some weak linkages there so in terms of conversion this could be a real
36:59
challenge for them so they may get some interest and they
37:01
may get some attention but it'll be short-lived while the ad is running
37:05
but post any ad spend no one's going to recall this ad
37:09
or tango for that matter so yeah i'm i'm really curious to see where they
37:14
take it from here but jared what what were you thinking is
37:18
you're watching this piece of creative yeah i'm with you this was this was um a
37:22
very safe bet for them it feels like a commercial
37:26
i've seen a hundred times or at least a scenario i've seen a hundred times
37:30
and it took me a second to recognize that i really didn't
37:35
like it um because i i think i got it okay it's gonna be easier it's gonna be
37:42
cheaper and i think they're more economical or i
37:45
mean more environmental excuse me um but that's kind of where i wish you
37:50
would put your focus what differentiates you i'm
37:54
guessing and and see the fact that i even have to
37:56
guess is probably the sign that something wasn't nailed in this one i'm
38:02
guessing that they were they're an environmental that they're a more green
38:05
energy which is lovely to tap into that's a
38:07
really good time to start hitting that market to say we're an energy company
38:11
that's giving back to the environment cool then freaking tell me that
38:15
don't make me guess that and laugh my way through something and be like that's
38:18
giggly that's cute and then just have a little leaf in your
38:21
logo and assume i'm gonna make the connection deep
38:25
enough so i just when i came back to it i realized yeah
38:27
there's it's it's smooth like you said i didn't know it was done
38:32
during covid but it's it's well produced for what it is um it just feels like
38:37
uh someone playing a really safe out of the box game and i'd
38:41
much rather be like tell me why you're important bring me
38:44
bring me a little bit more even if at the end they would have just spent that
38:47
five seconds at the end to say no locking contract fee know this the
38:51
first green energy company in australia giving back to the environment
38:55
boom like even just give me five seconds where you just tell me
38:58
stop the joke stop the comedy tell me what the hell is going on
39:02
and off we go because you got my attention now what are you gonna do with
39:04
it all you're gonna do is show me a logo
39:07
okay so i mean i'm i think i get what they
39:11
were trying to do with it i just they never tied it enough to their brand to
39:16
make it stick stick out make me go okay i understand you now more than anyone
39:20
else yeah uh just picking up what you said
39:23
there with green energy you know it's a commodity so if any
39:27
commodity price is an absolute must you've got to be playing at a really
39:33
competitive rate so it's a given you know do you really want to just play on
39:36
sheep not necessarily but i think it was an episode a couple ago we were talking
39:41
about pizza and then pizza delivery so in that
39:44
example we're talking about pizza who owns that
39:47
it's pizza hut when you say pizza you think of pizza hut
39:50
and then when you say pizza delivery what do you think of
39:53
go to dominios which you know right now pizza delivery is
39:59
far bigger category than what pizza is so they've really owned it and
40:03
this is just coming through now in terms of energy
40:06
you know who owns energy when you think of energy what brand do you think
40:10
of you know it's usually kind of the big three so it's energy australia
40:14
agl yeah um and origin they're the dominant beasts
40:18
so for these type of brands they're gonna have to own
40:21
you know two words not necessarily just one
40:24
so what are those two words really going to be
40:27
and there's you know there's australian energy and
40:30
interestingly enough uh this company is chinese owned which they've had
40:33
a little bit of backlash online about yeah especially right now with what's
40:38
going on with the geopolitical tension you know there is a little bit of
40:41
backlash around that but australian energy you know red energy's doing a
40:44
really good job around owning that as a term
40:46
green energy you know which you just mentioned there absolutely growing
40:50
category but i'd argue powershot is probably
40:53
doing the the best in that particular category trying to
40:56
own it the other one's renewable and with tango i i did do a little bit
41:02
of digging and they're actually on the rate the
41:05
retail arm for pacific hydro so pacific hydro have got a range
41:11
of wind farms and we've also got a range of
41:13
hydro plants as well so they're very big on renewable
41:16
so this becomes really interesting so who really owns renewable
41:20
like momentum probably arguably do now because they're owned by
41:24
hydro tasmania but if you start telling this story that you know where the
41:28
retail arm of pacific hydro the more you partner with us the more
41:32
projects we can actually fund and become more and more renewable
41:36
yeah i i think there's a nice link there but
41:40
yeah i i think you've nailed it it's got to
41:42
be the second word it's you're in the energy field cool
41:45
the energy field is sapped you can't you're not gonna be
41:49
if you're in the burger world you're not gonna beat mcdonald's you what you're so
41:52
if you said environmental energy and your logo had the leaf
41:55
but then you had the solar far or the wind turret somewhere you had
42:00
if that's your thing let that be your thing let that sing what does that have
42:03
to do with a cop in a standoff situation i mean what was this was this guy
42:08
killing somebody or did he hold someone hostage like what is
42:11
i'm very confused as to like i wish they would have tied it into
42:15
that the environmental who was i holding hostage the environment
42:18
why because my energy is just pumping out gas well we can release you
42:23
tie it in there that's your thing own that what's your second word
42:26
i like that idea yeah but yeah just going back it is a commodity you do need
42:30
to be very efficient people are looking for cheap rates but it is
42:34
it's a very confusing market no one really knows like this is where
42:37
comparison who's good who's not i don't really know what's my customer service
42:41
arguable but it's from a brand perspective what are the one or two
42:46
words you were going to own and this is the
42:48
opportunity for tango or any any energy company out there that's trying to
42:52
take some market share let's look at a category that's going to be growing
42:56
you know which i'd say australian energy yes green energy
43:00
yes and renewable absolutely what does that look like
43:03
renewable on mass so that is hydro it is wind farms
43:07
but i'd also say and argue that it's renewable from home
43:11
so there's a potential play for them that anyone that has solar panels
43:15
or creating their own renewable energy how do you become
43:19
the preferred energy company for for these particular households
43:23
like the opportunity is absolutely there it's just how do you position
43:27
but then own it rather than dancing around and being a little bit
43:31
entertaining getting some attention and a little bit of interest
43:33
and hoping that'll flow through your funnel for
43:36
short term yes you'll get some some roi long term
43:40
as soon as you stop spending on this you're gone
43:43
it's like a little bit of peak but you're back to your baseline
43:46
so yeah again an interesting one with tango and you're right if you think
43:50
about that trusted advisor there's nowhere to go
43:52
for her what are they gonna do this ad again with a different
43:55
guy saying what are your demands and then a third ad where there's another
43:58
hostage situation what are your demands it's like unless
44:02
that cop would have done something more and turn to the
44:06
camera and helped out some kids and it's going to be a real tricky you're
44:10
right it was a good out of the gate but it's going to be gone
44:13
sad but and that's on your long-term branded assets what are you going to
44:16
continually invest in you know compare the markets they've invested in the
44:19
meerkats forever and a day like you need something that you're
44:22
going to continue to build and leverage yeah and it was just you know what took
44:25
time i i've been paying attention to i've
44:28
it's always been around and to be frank i still don't get it
44:32
but what is that one brand that does the ads where
44:35
it's like paranormal stuff is happening quote direct or some
44:39
stuff oh budget budget directed direct that is the weirdest
44:43
it i i think it shows two things one it shows
44:47
if you do anything long enough people will eventually start to recognize it
44:50
and so that was that was one like i've been seeing that for about two years
44:54
and only recently i've been like damn they keep showing these paranormal
44:57
things i don't get it i don't get why but at
45:00
least now i've seen it enough that i'm like okay you're the paranormal
45:03
there's a dragon this episode what do you do
45:06
so i don't get it but at least it shows that if you do something long enough you
45:09
can get it to stick out do you know the creative that was
45:12
before that for budget direct yeah no i'm
45:17
i'm seeing a purple screen in my head that's it so they had a character called
45:21
captain risky oh the dude on the motorcycle who'd go
45:25
through the house on yeah yeah yeah what happened to him so
45:30
they killed him off wow like interesting because he he
45:34
became quite a character and it could have been a
45:37
change of cmo changing creative agency they just
45:41
didn't want to continue with captain risky
45:43
but he was brilliant i loved him because he was
45:46
he got attention he was relatable but in essence he told the story that we don't
45:50
want to insure risky people because that's how we keep our premiums low
45:54
like there's a really simple story narrative that sits below it
45:57
and very easy to correlate but yeah i had a lot of time for captain risky i
46:01
thought he was great i was a little bit disappointed when they killed him off
46:04
and they moved to this you know paranormal what's going on
46:08
yeah x-files type but they haven't they haven't locked down the two characters
46:12
well enough on the paranormal like i s i recognize the guy kind of but you have
46:15
to make it clear captain risky comes out and says his name every freaking time
46:19
before he goes flying through a wall these two it's like some days you see
46:22
the girl sometimes you don't sometimes you see the guy sometimes you don't
46:26
it's too all over the shop but at least i guess the point i was trying to make
46:30
is i i started to recognize it but it's taken
46:33
years so i guess you could pick this woman
46:37
this cop to be your trusted advisor it might take a couple years to get there
46:41
or you just start with something out of the gut the gate that people like okay
46:44
cool you've opened up enough of a window stunt man i can do anything i want i'll
46:47
shoot him out of a cannon i'll jump him off of a cliff who cares
46:50
you open up enough of a window that you can keep this thing going as long as you
46:53
need to that's why i reckon this is a real
46:55
short-term play it's like let's have a crack
46:58
let's see what we can get the long-term long-term branded assets hasn't really
47:02
been considered all they're looking at is take charge
47:05
tango which isn't that sticky anyway and doesn't really tell their story
47:09
because take charge there's a nice little play on energy but it doesn't
47:12
really mean anything so yeah i think from a long-term branded
47:16
assets and where they take it from here i'm very curious to see where tango take
47:20
this creative and what they're going to invest in from a brand perspective
47:24
what are they going to stand for and what's the one or two words they're
47:26
going to own in consumers minds but that's it from tango now we'll jump
47:31
to our classic creatives which we have from
47:36
several years ago i think it was over 10 years ago now
47:39
this ad from pure blonde
48:18
uh
48:28
swinging to the left
48:43
there we have it pure blonde one of our classic creatives jared you mentioned
48:47
you wanted to come back and revisit this one
48:50
especially after looking at the latest from pornhub and what we've got from
48:54
body form so where where did you want to take this
48:57
okay okay this shows how the cultural zeitgeist
49:03
changes and sometimes it changes right out of your dimension and what was
49:08
once relevant is now so irrelevant that you've just got to
49:12
say well that was that was a moment in time that made sense so here
49:17
we've got i totally get what they're doing and i kind of
49:20
oddly love what they're doing so you've got a beer company
49:24
that has to a differentiate its beer in some way but b
49:27
recognize that most of its clientele are aussie blokes
49:32
so what do you do you make the beer look beautiful and then you bring the aussie
49:36
bloke in to be like yeah screw you all so now i what i've done is i've given
49:39
you something nice to show you how i'm different
49:42
but i've shown you that i know who my customer is so come in and do your thing
49:46
10 years ago that aussie bloke coming in with that van
49:49
was most definitely the customer of pure blonde today
49:54
outside of maybe some outskirt towns i don't think any aussie bloke wants to
49:59
be seen as that type of person especially as the
50:03
environmental stuff changes you don't want to be the guy to be like cool when
50:05
i drink beer i destroy perfection you don't want to be the guy goes yeah
50:09
it's an aussie bloke what do i do i drink all the time and
50:12
throw birds through the air i'm just one of those aussie blokes
50:16
it's kind of like that that masculinity that was really prevalent 10
50:20
15 years ago is slowly starting to to turn down and now the younger drinking
50:25
market the people who will be buying beer
50:27
don't want to be seen as that they don't want to be characterized as that kind of
50:31
aussie bloke they want to be a different type of
50:33
man so this ad would have hit perfectly 10 years ago but i think you play that
50:39
ad now you're going to get more flashback because the world has changed
50:43
enough to make you go ah oh no that's not cool like it's funny
50:48
it's cute i actually really appreciate it and enjoy it especially if
50:53
they would have just stuck with the clea i think they can bring back the total
50:56
pure blonde clean environment i think that was good i'm
50:59
like oh man that's that's what i want to drink
51:02
that should be the energy ad showing me some leaves showing me some water
51:05
trickling and then being that makes me think clean yeah i'm in
51:08
stick with that that's fine but i don't think you can bring in the i'm
51:11
gonna destroy the environment now and tear up weeds
51:14
and kill birds i don't think people are gonna resonate with that one too much
51:17
anymore so love loved it for the time but you see
51:20
once the zeitgeist changes once the culture changes
51:23
some things change with it some things don't
51:27
very very interesting totally agree um when you look at the brand
51:31
this is pure blonde so that is the brand name so it played on all things pure
51:38
yeah and as you're drinking a beer you want
51:41
oddly enough it was nearly like as you were drinking a beer you nearly feel
51:45
like you're drinking something healthy you know not knowing that you know beer
51:49
and alcohol is a toxin but it would feel fresh you know those those memories
51:53
would just come flooding back like unlike the tango ad we just saw
51:58
that literally just had a brand slapped at the end and it could
52:00
have been any brand there is no other beer brand that could have had
52:04
pure blonde you know so it had this pure with baby animals you know frolicking
52:08
through the grass through you know to these
52:11
nearly beautiful swedish blonde head you know in white nearly
52:17
characters you know in an oasis they were like pure
52:21
blonde you couldn't have created that world any
52:25
more um perfectly than what they did and then
52:27
really relatable for the aussie character to come in you know
52:31
grab a bird beak open a beer can with the bird beak
52:34
do you know and then just throw the pigeon away so uh
52:37
yeah a great ad really resonated with the market at the time where b
52:41
was so saturated how do you differentiate yourself
52:44
cool let's create a really fresh crisp you know that type of
52:48
image that they have done so there was a reason this really
52:51
boosted this brand to be a juggernaut that it once was but to your point
52:56
you know the market share a pure blonde compared to what it once was
52:59
you know it's it's it's a shell of the brand it once
53:03
it had so it goes back to the market shifts and you've got to change
53:08
your image with the times otherwise you do become
53:11
you know a legacy brand and vb's got the same challenge now it's a very masculine
53:16
manly brand always has been it's probably an ad that
53:19
should be or several ads we can review at a later time why did it connect to
53:22
that masculinity and that identity of what an australian
53:26
really is whereas right now what are the b brands
53:29
that are really flying i know you're a craft beer
53:32
enthusiast but you think of it if you think about the masculine brand
53:38
great northern has kind of tapped into the new masculine brand for australia
53:41
where it's not trashy australian bloke it's we
53:46
go into rivers we hike we go make fires and stuff like it's masculine
53:51
without being gross for lack of a better word and i
53:56
think vb got stuck in that where the as long as it crickets on you'll see vb
54:00
but they're tied to nothing else because they're not
54:02
they can't be that old school masculine the young beer drinkers don't
54:06
care about that anymore they don't want it anymore so that's why i think that
54:10
you i think you nailed it the pure blonde i think could still
54:13
bring back that purity aspect i still love that and think why
54:17
why not comparatively if you gave me a beer that i thought was
54:20
healthy if you could still somehow do that without calling it like low-carb or
54:24
low-fat light beer cool i'm totally down like i want some water that looked
54:29
really nice but as soon as you as soon as you
54:32
then juxtapose and this kind of goes back to the comedy thing at the
54:34
beginning what is comedy prediction break with relatability
54:37
enough that it's cynical towards me 10 years ago yeah prediction here's
54:42
beautiful prediction break here comes something totally out of the blue
54:45
and it's cynical enough because it's making fun of me as an aussie bloke but
54:48
i really recognize all those behaviors yeah i do that yeah i'm kind of a slob
54:52
yeah i am hahaha that's cute now you do the
54:55
prediction break but i don't think enough people are
54:58
going to relate some of the old folks still will but i
55:01
don't think enough people are going to relate to that
55:03
break to make it cynical enough they're just going to say oh i don't want to be
55:06
that oh that guy's trash forget you if that
55:09
guy's drinking pure blonde i don't want to drink pure blonde
55:12
so it has to be close enough to me relatable enough
55:15
that i find my own cynicism and i can laugh with you as opposed to just go oh
55:19
that guy trash man i don't know if pure blonde drinkers look like that
55:24
i'm going back to my craft beers forget it so you go
55:27
go just to summarize you go from pornhub body form pure blonde they really
55:33
understand understood exactly who they were
55:36
communicating to and they were relevant to have this you
55:40
know for some of them cynicals but others
55:42
uh just understood what they were going through yeah and
55:46
they empathize and could relate whereas right now
55:49
you know pure bond doesn't have that so it's nearly repulsion rather than
55:54
i want to be more like you i love you i want to be a part of
55:57
i want you to be a part of my life so yeah great and then that's what the
56:01
energy company just missed it doesn't have no audience that it was shooting at
56:05
it wasn't it it was going back to the energy thing is
56:09
environmental angles people will pay a premium for the
56:13
environment it's the where you go to whole foods
56:15
and you'll pay ten dollars more for vegetables because they're organic
56:20
why because the people who are interested in organic and environment
56:23
are willing to pay more for that they don't want to it sucks i
56:27
wish i didn't have to pay an extra two dollars for a head of lettuce
56:31
but i'm willing to do it because i'm trying to do what i can for the
56:33
environment so in that case if the environment is
56:36
your goal it's okay i would almost say pull back the cost and focus on the
56:40
energy focus on the environment stuff because the people who
56:43
care about that if that's your audience they're not the ones looking for a deal
56:47
they're the ones looking to help the environment so i mean
56:51
don't i mean at the end of the day don't price gouge them
56:54
but if that's your audience shoot towards the right who are you talking
56:58
to i don't know who the heck they were talking to with the energy one but that
57:01
also would come down stickiness as soon as you're a low cost or it's
57:04
just on price as soon as someone else is cheaper you're moving
57:07
like it really is that commodity but you want to build that base of raving fans
57:11
to the point where you know body form raving fan customers
57:15
they will share that ad on their socials and their peers
57:19
and become that trusted ambassador for that particular brand word of mouth
57:22
marketing is the most powerful form of marketing
57:26
bar none so how do you actually get a group
57:29
of raving fans from an energy company very very challenging but not out of the
57:34
uh it is doable in some some form i think you just gotta and
57:39
this is where you hit that point where you say
57:42
sometimes a small market share who's really devoted is
57:46
all you need i think too often we try and shoot for everything i remember this
57:50
gonna sound bad for me but the first book i wrote i
57:53
made it so general i'm like i'm gonna make it for
57:56
everyone hey everyone come in it's for parents and teachers and
57:59
kids and this and and you get nothing but then you make your next book and you
58:04
make it only for like year three teachers of math and all of a sudden
58:08
boom you get your market so there's there's a fear of saying
58:12
we're shooting for this 10 of people because you think oh i'm going
58:16
to cut off my legs i'm losing 90 but no if you know your customer base go
58:20
for it you can build a huge pool and they're going to be with you
58:24
the whole step of the way and that might be more
58:26
than shooting for everyone throwing out that wide net and getting absolutely
58:29
nothing there was a it's a i love that point
58:32
because it was an amazing creative i worked with and this was early on in
58:35
my career and it's always stuck with me and we're writing a set of radio scripts
58:40
and we're looking at who is the audience like
58:42
specifically who is it i want to know literally to the person are they a 33
58:47
year old female they live in beric they got two kids they're really stressed
58:50
they're not in a great relationship you know they they shop at coles like
58:55
really specific and he would literally write an ad for
58:59
that one person and his theory and belief was it if i
59:03
write so specifically to this person that will
59:06
love what i'm writing and i'm solving her problems
59:09
the people that are similar to her will tune in and they will listen
59:13
i will communicate to them but if i'm trying to communicate
59:16
mass i'll end up not communicating to anyone
59:20
yeah so it'll just land on no one's ears so i just want to talk to
59:23
my cohort my people i want to be so relevant that they just
59:28
can't not hear what i'm saying because am crafting this message for them
59:32
specifically and it's really stuck with me and
59:35
creatives like all the way through to this day
59:38
i go who are we talking to who is that person i don't want to know it's for
59:42
25 to 54 year olds that live in melbourne do you know
59:46
i want to know who is this at what problem are we really solving who is
59:49
this person i'd rather have five percent of people
59:52
you know that love my brand and that is my base and it's so strong that we can
59:56
build on rather than trying to be everyone's best
59:58
friend when it's just never going to happen
60:00
so now i'm thinking and i don't i'm not a creative
60:04
man myself but i'm thinking now let's go back to the energy ad
60:07
who's the people that you're shooting for what if you pulled that back
60:10
and instead of a hostage situation which still has nothing to do with anything
60:15
the more i think about that the sillier that idea is
60:17
what's the one thing that if you're going for the environmental crowd what's
60:21
the one thing they can relate to it's at 6 pm someone's going to knock on
60:25
your door from an energy company and try and sell you energy so that
60:28
becomes your flow where you've got your one customer and everyone just
60:32
keeps knocking on his door trying to sell them energy
60:34
you feed in your differences there to go okay are you environmental no
60:38
are you environmental no are you environmental and finally this last one
60:42
comes in and you can say yes we are we're highly green energy we're
60:45
hiding this this is what we want to do please come in so i mean it's just one
60:49
of the thing where now you've you've told your audience who it is i'm looking
60:53
for i don't i don't care about this i don't care about this no one is doing
60:56
the one thing i want except us we're the only ones out of
60:59
these 10 people knocking on your door who are going to answer the question yes
61:03
we are going to give you green energy boom congratulations like i don't know i
61:07
mean it's it's not super creative but do you know at
61:10
least then you're saying it's so if i'm watching this commercial and i don't
61:13
care about the environment i'll laugh at it and be
61:16
like hey that's silly but someone like my wife and me will be
61:18
like that's us okay thank you let's take a look at this but right
61:23
there you've got you could have a trusted advisor which
61:26
is a customer that's at this house do you know you
61:29
create a house in a particular suburb that feels like a
61:32
suburb that you want your customers to be living in
61:35
yeah is it like a 3-4 bedroom brick veneer
61:38
in beric you know let's create that scenario and that's who we want you know
61:42
who's it though you know it's a 45 year old with a
61:45
couple of kids in the background that's caring about the environment or
61:48
you know you could start building some characters that are telling your story
61:53
and you could create the the problem with you know you know
61:56
dirty scummy looking sort of door knockers trying to sell energy
61:59
at lower rates and all the rest of it and they can just ask a couple of
62:02
probing questions but really and that's where i was nearly thinking
62:06
as you're talking energy needs leaders like it really
62:09
needs a brand and leadership on where are we taking
62:13
this what are we trying to do like at the moment the government's
62:16
really struggling with leading the conversation around energy you know
62:20
they're fumbling their way through trying to please the masses and pleasing
62:23
no one at the same time so there's an opportunity for a brand to
62:26
go you know what we want to be renewable and we want this
62:30
country to be renewable we've got a range of hydro wind farms we
62:34
want to invest more the only way we can invest more on these projects
62:38
is by you helping us join our cause like that's the opportunity to lead but
62:43
then you're also bringing your cohort with you
62:46
and anyone that's going you know what i want to get behind that
62:49
i'm there do you know i'm happy to pay even if there is a five or ten percent
62:53
premium and tango i don't think there is they're really low cost yeah again you
62:57
can't choose your energy and the energy just goes into a pool and everyone pulls
63:00
it the only thing that can control how many renewable projects are in this
63:04
country so that we can pull more renewable energy rather than
63:07
coal as such but yeah i i love that to the point now i really want to go to
63:11
tango and just go hey guys
63:14
listen say everyone sit down all right picture this
63:18
but i said i love it yeah i think that's funny and when when you think
63:21
okay the guy getting out of the the truck and the pure blonde ad
63:24
probably not gonna love that advertisement fine that's not your
63:27
market who you shooting for make it specific
63:30
yeah build that customer of raving fans and
63:32
if you go all the way back to apple that's all apple did apple wanted to own
63:37
you know nerds as such and they created creative just to speak
63:41
and i remember reading about apple the ad was only intended
63:45
to reach about a hundred thousand they bought mass it was about a hundred
63:48
thousand people they really wanted to reach which was the
63:52
highly intelligent nerdy community that understood what they were trying to do
63:56
and the play and they became the raving fan customer
64:00
base to build from so again know your
64:04
customer who is it own them and get them behind your calls
64:07
but great point but dr jared thank you for
64:10
joining us on episode four four man we're getting far thank
64:15
you and looking forward to episode five one
64:18
of these days love it over and out goodbye from us
64:42
you