February 11, 2016 \ Emma Freter
How you can use advertising tactics found in Super Bowl commercials to your benefit

During Super Bowl 50, you may have seen that commercial.  Amongst all the flashy and even goofy commercials, this one made you step back and think.  NO MORE is a public awareness campaign aimed at ending domestic violence and sexual assault.  This advertisement was very effective.  How is this 30-second commercial so compelling? How can you use similar advertising tactics to your benefit?

1. Simple

This advertisement was a simple concept that stirred an emotional response.  There were no gimmicks.  There were no fireworks.  Just a text conversation.  This advertisement allows the message to be clearly identified by the viewer.

To spread your message, you do not need a complicated storyline.  Often times it’s better to use a simple idea that is easily understood by the viewer and does not take away from the overall message of the video.  The end result: your message is more powerful and direct.

2. Relatable

This is a key component.  Make sure your story and visuals are relatable.  In this example, the text conversation began as a simple and friendly conversation, but quickly turned into a darker and alarming exchange.  We text family and friends every day.  It is a common form of communication, therefore it is a relatable dialogue.  This makes the audience pause for a moment.  It makes you think: Do I know anyone who may be in a similar situation?  It makes you want to learn of any signs that could tell you if a loved one is a victim of domestic violence or sexual assault.

When creating a marketing piece for your organization, consider things that you do in your everyday life and how to incorporate that task to fit your message. This piece can break down the fourth wall and form an emotional bond with your targeted audience. Once you’ve captured a viewer’s heart, they are more inclined to help your cause.

3. Open-Ended

We are not shown the answer to the question, “Are you OK?”  The text fades, and we are left with the ellipses.  If you are not an owner of an iPhone, the ellipses appear when the person you are texting is in the process of responding back.  This imagery is powerful.  It is powerful because we inherently know that the person on the other end of the conversation is struggling to craft an answer.  We are never shown the response, but are left to reach our own conclusion.

When you are in the process of creating a marketing message, you do not need to give all the answers.  Trust your audience to use their imagination and come up with their own conclusion.  By doing this, you are planting a seed of curiosity and letting it grow organically in the heart of your audience.  This may inspire someone to help your cause by donating their time, money or in other ways.


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