Viral Campaign Research
Nike - Unlimit yourself
I love this advert because its fun and captivating, the voice over works brilliantly as towards the end there adds a lot of comedic value as the visuals begin to antagonise the voice over. The actors begin to do the opposite to what is said. Which is how nike brands itself as they are a company that do not want to limit people to the possibilities using their products. They focus on the insight of 'you can basically go above and beyond the non average human using there trainers, clothing etc.
What made it so unique was the voice over. I have never seen this done before in an advert. It creates the unexpected, and reinforces the key message not to limit yourself to possibilities because someone else said you couldn't.
they start the video off with children and regular people and progress onto well known sports stars: Serena Williams, Mo Farah etc. It builds up to the kids pushing there limits with huge comedic value just in the voice over.
Heineken - worlds apart
This advert works well because, it provokes real life issues within society. Its new "campaign partners a feminist with a member of the “new right”; a climate change denier with an environmental activist; and a transgender woman with a transgender – er, denier to ask if there is “more that unites us than divides us” - The Guardian. I really like how they took a twist on the campaign, as they use a very strong shock factor within the campaign which was one of the contributing factors to making the campaign so viral and so well talked about. By being blunt and putting two opposites in the same room, and making them work together to do the same tasks creates a perfect insight. The public are shown the actors views before working together but, they think they are two strangers. Its interesting to watch how the experiment unfolds and reveals the two peoples view's on a variety of different subject matters and how they react to being opposites. It was quite nice to see how some of the outcomes were positive and that it could change someones perspective on the other. Thus making this insight so strong and powerful and the campaign viral.
Dove - natural beauty
Dove is all about natural beauty, it has been one of their main brand values since day one. thus making a continuously successful campaign about the natural beauty of a woman. Dove's natural beauty campaign is one strand of their natural campaign. It focus's on how we see ourselves, and how others see us. The insight was: we always talk ourselves down and focus on the negative, yet others see our natural beauty differently. By using a sketch artist and a screen, people were able to describe themselves and a stranger would also describe them. When the reveal came as the climax of the video it reinforces the key brand message of love yourself and embrace your natural beauty. The video went viral because of the relate-ability that every woman has when describing themselves.