My favourite TV ad at the moment is EE’s campaign for the feature that pauses Wifi on kids devices to help kids wind down before bed. As part of a bigger campaign ‘Broadband Made For You’, the track they selected for this ad was to me, pure genius.
Insomnia by Faithless.
That classic rave anthem from the 90’s when no one slept, no one went out till 10pm and danced till dawn. But this is exactly what seems to happen to kids the second that you mention bedtime. They become absolute raving insomniacs, jumping and bouncing around as if to prove their higher levels of awake-ness, much like those ravers in 1995, aside from the fact that the people partaking in that activity back then were probably on some kind of other stimulant!
But to me it gives this ad even more levels. Our devices are often deemed as a stimulant from which we all need to come down from and it’s up to us as parents to acknowledge that in ourselves and help our kids manage it too.
As a brand it shows they’re listening to their customers, understanding their needs, relating to them in a human centric way and offering a practical solution so that kids are able to wind down naturally and get to sleep. And with an anthem like that it surely would catch anyone’s attention.
Can you do that for your brand?
Relating to your customer as a person, someone just like yourself, who may have similar life issues is pretty easy to do, if we can just remember that when writing our marketing material. If they are a different age/gender/demographic we need to research what makes that person tick and then we will find it a whole lot easier to talk to them.
תגובות