I was thinking today if it is a good idea to establish a unique characteristic in an ad campaign.. Like using one model to do the entire campaign to establish a tone or a link.
Would you recommend that, or prefer to use different models for each ad?
Thanks in advance for your feedback.
Waleed
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Not too sure if you are refering to branding. I am guessing in a way you are.
Lots of big corporations are leaning towards this idea. If all the adds have a common look and provoke the same common feeling to the consumer, they give a certain look/feel to the company brand. This can include the main idea, colors, special effects...
Personally I would totally recommend it, specially if you have a model that you know works. Pushing in the same information into the consumer over and over again will create a much better effect in that person's memory than constantly changing.
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"Life is a dream in which you don't remember fallig asleep or waking up. Make the dream worth dreaming, don't just sleep in the idea of waking up." - PIMPTRIX
Not exactly branding.. Let's take an example.. McDonald's
McDonald's have already established branding with the golden arches and the clown.. But let's assume they are redoing the ads for their meals and services, and a model was selected to be the person to eat the sandwiches in all their ads, to be the parent of the child's birthday party held at a branch (they do that here), enjoys the McFlurry in a hot summer day, ... etc.
Just one model for the entire ad campaign.. Would that make a louder bang in the campaign?
I personally like this approach, as a personal bond happens between the vendor and the customer.. What do you think?
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http://twitter.com/waleedalzuhair
Oh, you mean a person model. In that case, I think it's a great idea too. Like Dell did at one point with some young guy.
You can actually make a star out of a person this way, and people can relate that "new star" to the company.
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"Life is a dream in which you don't remember fallig asleep or waking up. Make the dream worth dreaming, don't just sleep in the idea of waking up." - PIMPTRIX
Depends on the brand. If using one face serves your brand ambition, do it. If it doesn't don't. For example it could work very well for a financial product, but not necessarily for a soft drink.
Brand recognition is definitely higher with one character, but it's a dangerous route. If you use a celebrity they have their ups and downs and you don't want your brand to be associated with Michael Jackson or OJ Simpson nowadays, but a few years ago it would've been a hit. If you use a no name talent, whatever he does will reflect on your brand and you can't have full control over him.
The message of the brand should be coherrent, but the models can come and go. Britney Spears or Beckham are different personlities, still both work for Pepsi, because they stand for what Pepsi aspires to be.
My prospect is launching a new line of women products, and I'm thinking of maximum impact for the customers. They want a soft launch ad and then a series of ads when the product reaches the market. I think it would make a nice impact if we had the same model in the soft launch ads be actually present during the official launch to present the products..
I would love to have Shania Twain pose for these ads, but I don't think she would accept. :)
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http://twitter.com/waleedalzuhair
Generally I think that would be a good idea.