Your ads may make your customers laugh, but they may not make them
Outlandishly creative ads may pique interest in a brand, but they have
to push the product too. That's the lesson learned by Nissan Motor Corp.
USA, which is reworking its marketing campaign after suffering a $513 million
drop in profits last year.
Nissan's ad campaign during the past two years was popular and won artistic
awards, Michael Seergy, Nissan's vice president and general manager of brand
sales, told the Philadelphia Inquirer.The TV spots ranged from hilarious
(a dog hypnotizes his master and makes him chauffeur his canine pals) to
surreal (a boy slips into the Oz-like Dream Garage). But the ads didn't
directly address the consumer, so people weren't motivated to visit dealerships,
according to Seergy.
Humor, special effects or an offbeat approach make ads memorable, but
the memory must be relevant to the company's products or services, according
to an article in Marketing Toolsmagazine. If an ad is too creative,
people will mentally refer to the clever ad instead of the must-have product,
and in the worst-case scenario, won't remember which product was being advertised
in the first place.
In Nissan's case, its quirky ad slogan "Dogs love trucks" caught
on around the country as a funny, nonsensical sound bite. "But we haven't
sold too many trucks to dogs," Seergy said.
by Stacey King
Copyright © 1999 by Bond Communications.