JABJAB

A blog in pink font.

Month: April, 2013

Getting into the mind

At the Global HQ of the world’s most unknown agency we came across a great piece of news today that had us chuckling. The protagonist of this act: Sarah Palin aka Mrs Dumbstein.

A friend of mine posted on Facebook an article relating to Sarah Palin. I read the article and commented on my friend’s FB post: “LOL. Officially one of the dumbest fuckin’ persons on the planet. She should try stand-up comedy, after all her statements are very entertaining in some ways.”.

Then another guy replied whether I realised that the Daily Currant is a satirical newspaper. I didn’t. But I thought the facts in the article were real. And so did many others: the article has been shared on FB along with comments suggesting that everyone thought it was real.

What the Daily Currant did was nothing else but use Palin’s own image to support it in a new context. People know what Palin’s political stance is. Although it’s just a piss-take, it is based on true shit that was piled by Palin herself.

Now you could argue that the Daily Currant article doesn’t do justice to Sarah Palin. I disagree. I already had my image of Sarah Palin in my mind and I’m almost certain that even supporters of Palin might have thought that the facts in this article are real. Her image was mainly built up on statements she made in the past during the US presidential campaign 2008. Knowing now that the facts in the article aren’t real, doesn’t change the image you had in your mind prior to the story. You might even tell yourself “OK, it is fake, but it actually could have occurred this way”. Job done, mission accomplished.

After all, I still believe that Sarah Palin is officially one of the dumbest fuckin’ persons on the planet.

But what usually happens when people try to get into the heads of others: They point out why someone is wrong and try to convince them of  their own reality. Why the others should believe what they are told. This usually results in a never-ending debate. Try to convince me why I should favour product A over product B. Would you please kindly fuck off and let me enjoy my cup of coffee? But if you manage to get into my mind by rearranging what is in there so that I notice product A, that’s when I might ask you to join me for coffee.

That’s what I love about advertising. It’s about figuring out how people tick and rearrange in creative ways what is in the minds of people.

When losing is winning

At the Global HQ of the world’s most unknown agency we are easily impressed by individuals who do things differently.

Iván Fernández Anaya is such an individual.

Anaya, a Spanish runner lost a race against the Kenyan runner Abel Mutai, an Olympic bronze medallist.  Mutai was leading. Shortly before the finish line Mutai slowed down believing he had already won. Anaya could have passed Mutai. But he didn’t. Instead he slowed down as well and gestured to Mutai to keep running since they didn’t speak a common language.

Abel Mutai won the race,  Iván Fernández Anaya lost.

What got everybody’s attention, though, was Anaya’s behaviour encouraging Mutai to keep running. Anaya even said that if Mutai hadn’t slowed down, he, Anaya, wouldn’t have had a chance to win the race. He, Mutai, was the better man and deserved to win.

If Anaya had passed Mutai, he would have won.

Yet everyone would have pointed out that he was only able to win because Mutai made a mistake. Because people spot what is out of the ordinary. Mutai slowing down shortly before the finish line was out of the ordinary. Anaya winning the race would have just been an obvious consequence. His victory would have been linked to Mutai’s mistake. A triumph mainly based on circumstances, not his personal performance.

But instead Anaya acknowledged his weakness and let Mutai win. He didn’t just let him win, he helped him win.

By encouraging Mutai to keep running, Anaya displayed sportsmanship in an authentic and remarkable way. He used a situation that was out of the ordinary to create a new situation which was out of the ordinary as well. But on a whole new level. Suddenly it wasn’t about who is crossing the finish line first. Now it was about sportsmanship. All eyes were  focused on the runner-up who dominated the scene by turning a disadvantage into an advantage.

Everybody saw Mutai winning the race that day. But this was simply a side-effect. Because without Anaya, Mutai wouldn’t have won.

Even though Anaya lost the race, he actually won it.

Making the consumer remember

The following was stated in a brief we received: make the consumer remember the product and the slogan. At the Global HQ of the world’s most unknown agency we have two simple ways of solving this kind of problem:

  1. Disguise yourself as a teacher, invade some schools and force the kids to learn about your existence. And tell them there will be tests! This will scare the shit out of them and they will remember you 20 years from now.
  2. Build a trap. Write on a piece of paper “Remember the product and the slogan! It’s important!” and hand it out to every single person you have lured into the trap. We recommend spots where lots of people stroll by so you should avoid rain forests, weird chalets or empty basements.

Our non-existent, very hot PA Samantha will be happy to send you the bill.

I’m afraid in reality there is no such thing that fulfils the desire expressed above.

Do you remember any advertisement you have noticed over the last three days? And if you do so, why can you recall it?

Most likely you will come up with a rationale trying to explain post-fact why you do remember it now. The real answer is that your mind subconsciously has processed information earlier and you don’t have a clue why.

When you go to the supermarket do you purchase anything with the thought in mind “Oh, I remember that ad, so now I am buying this beverage because the slogan is about refreshing my life and the imagery is very appealing to me!”

or

rather you just buy it without any obvious reason except for the fact that your fridge is empty whilst you are thinking of the upcoming weekend and the bloody deadline at work?

You can’t “make the consumer remember”. Just ask yourself when somebody made you remember something. [I am realising that I’m thinking of a Coke  right now. Maybe because of the example referring to the beverage. All I know is that I’m a slave to my subconsciousness. Fuck.]

The focus needs to be on getting noticed. If done smart, there is a chance that the consumer will remember. Later, subconsciously. Without knowing that he actually knows he already knows. Solid advertising and marketing has more to do with psychology than anything else. It’s about finding clever ways how to get into the mind of consumers.

And we are all average consumers. Even if we like to think we are not.

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