Evaluating Great Ads: A Definitive Guide for SME/SMI Owners

Evaluating Great Ads: A Definitive Guide for SME/SMI Owners

What distinguishes an ad from the rest?

As Marketers, we’re bombarded with tonnes of information overload, resulting in potential Information Obesity. This same predicament is also shared by our customers, the very people we’re trying to reach!

Basic Statistics

Information Overload

Information Overload

In order to stand out from the crowd, we need to be able to create, collate and communicate the intended message to our audience’s mind.

The benefits of knowing how to evaluate great ads include:

  • The increased ability to create and deliver marketing messages that are well-suited to the audience’s taste
  • The increased ability to improve the quality of ads produced
  • The ability to achieve better ROI on your branding efforts
  • An increase in your company’s brand value, using a simple ad or a series of integrated ads
  • Great, memorable ads that actually boost sales

What makes an ad great?

The questions one should always bear in mind are:

  • What is the ad trying to say?

Always deliver one, consistent message throughout, with only one objective in mind – the product / service in the ad has to be the centrepiece of attention, after all

  • Who are they talking to?

The more specific the target audience, the better! Ads that speak to the heart are usually the ones that win hearts. But it also needs to address the issue faced by the audience

  • Why would the target audience listen? Why should they care?

The more concrete the idea behind the ad, the more resonance the audience has with the brand. After all, an ad is a medium to deliver solutions to the needs and wants of your audience.

Example of a great ad “How the Dumb Ways to Die Game Got People To Be Even Safer Around Trains”

(http://mccann.com.au/project/dumb-ways-to-die / http://www.youtube.com/watch?v=ev-R0tsreBw)

The objective of the ad is to promote rail safety and to educate and remind people to appreciate their lives. Accidents and deaths on Melbourne’s train system had been on the rise for years, but public safety messages didn’t seem to be working, especially with young people. The authorities hence looked for another way to drive this message home, turning to entertainment and branded content to engage the target market. So, instead of placing multiple safety messages across the board, which were effectively useless, the public safety message was delivered in a sarcastic way by depicting multiple scenarios of some of the dumbest ways to die. Results:

  • It convinced 1 million young people to pledge to be safer around trains, which resulted in a 21% reduction in accidents and deaths.
  • It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks, the video had been viewed 28 million times. As of June 2014 the video has had over 81 million views.

 

Dumb Ways to Die – Metro Trains Australia Results

“How the Dumb Ways to Die Game Got People To Be Even Safer Around Trains”

Awards & Accolades Garnered

  • Awards London International Awards 2013 – 29 Prizes ADMA Awards 2013 – 15 Prizes
  • Cresta Awards 2013 – 2 Prizes
  • National Safety Council Award

Spikes Asia 2013

  • Agency of the Year
  • 7 Grand Prix (Branded Content, Integrated, Promo & Activation, Digital, Radio, Film, Film Craft)
  • 11 Gold Spikes
  • 5 Silver Spikes
  • 4 Bronze Spike

The Australian Effie Awards 2013

  • 1 Silver Effie
  • 2 Bronze Effies

Cannes Lions 2013

  • 5 Grand Prix (Film, Integrated, Radio, Direct, PR)
  • 18 Gold Lions
  • 3 Silver Lions
  • 2 Bronze Lions

D&AD 2013

  • 1 Black Pencil
  • 5 Yellow Pencils
  • 3 Pencil Nominations
  • 5 in-books
  • Agency of the Year Most awarded campaign ever in D&AD’s history

Webbys 2013

  • 7 Webbys (in 4 categories)
  • Most awarded campaign of 2013

The One Show 2013

  • 3 Gold Pencils
  • 1 Bronze Pencil
  • 4 Merit awards
  • Best of Show 3rd ranked global agency, Metro Trains top ranked client.

One Show Interactive 2013

  • 1 Gold Pencil
  • 1 Merit award

One Show Entertainment 2013

  • 2 Gold Pencils

New York Festivals 2013

  • 1 Grand Award
  • 1 Gold Award
  • 1 Silver Award
  • 1 Bronze Award

Clio Awards 2013

  • 3 Gold
  • 1 Silver
  • Top ranked Australian agency
  • Mumbrella Awards 2013
  • Mumbrella Award for Bravery
  • Australia’s Favourite TV Ad of the Year
  • Ad Campaign of the Year
  • Thinker of the Year (John Mescall)

AdNews Awards (held in Feb 2013)

  • 2012 Ad Campaign of the year
  • 2012 Ad of the Year

TED

  • Selected among TED’s top 10 Ads Worth Spreading 2013, the only Australian advertisement ever to have been so recognised.

AdFest 2013

  • Grand Lotus for Film
  • 2 Gold Integrated Lotus awards
  • 1 Gold Lotus in Interactive
  • 1 Silver Outdoor Lotus
  • 1 Bronze Lotus in Interactive
  • Second ranked Australian agency

Sirens 2013

  • Gold Siren – Overall category winner
  • Silver Siren – Single category winner
  • Campaign of the Year
  • Siren Client Awards (voted by judging panel of clients)

Mumbrella Ad of the Month

  • November 2012

ACES 2013

  • Best Australian Television and Cinema Commercial

2013 Asian Marketing Effectiveness Awards

  • 4 Gold (in categories: Most Effective Use of Branded Content; Charities, Public Health & Safety & Public Awareness Messages; Most Effective Use of Social Media Marketing; Best Integrated Marketing Campaign) Shortlisted in Best Non-traditional Thinking / Non-advertising Idea

WARC Prize for Innovation 2013

  • Finalist

Very Short International Film Festival 2013

  • Prize of the people – runner up

Annecy International Animated Film Festival 2013

  • Winner – Best Commissioned Film

International Music & Sound Awards 2013

  • Best original composition in non-broadcast or viral advertising/shortlisted

AMEs

  • Finalist, best non-traditional thinking non advertising idea

 

References

http://en.wikipedia.org/wiki/Dumb_Ways_to_Die

http://dumbwaystodie.com/

Evaluating Great Ads


A Definitive Guide for SME/SMI Owners

What distinguishes an ad from the rest? What makes some ads great, and others, just plain forgettable?

As Marketers, we’re bombarded with tonnes of information overload, resulting in potential Information Obesity. This same predicament is also shared by our customers, the very people we’re trying to reach!

Basic Stats

1

Information Overload

In order to stand out from the crowd, we need to be able to create, collate and communicate the intended message to our audience’s mind.

The benefits of knowing how to evaluate great ads include:

  • The increased ability to create and deliver marketing messages that are well-suited to the audience’s taste
  • The increased ability to improve the quality of ads produced
  • The ability to achieve better ROI on your branding efforts
  • An increase in your company’s brand value, using a simple ad or a series of integrated ads
  • Great, memorable ads that actually boost sales

 

What makes an ad great?

The questions one should always bear in mind are:

  • What is the ad trying to say? 

Always deliver one, consistent message throughout, with only one objective in mind – the product / service in the ad has to be the centrepiece of attention, after all

  • Who are they talking to?

The more specific the target audience, the better! Ads that speak to the heart are usually the ones that win hearts. But it also needs to address the issue faced by the audience

  • Why would the target audience listen? Why should they care?

The more concrete the idea behind the ad, the more resonance the audience has with the brand. After all, an ad is a medium to deliver solutions to the needs and wants of your audience.

 

Example of a great ad

2

“How the Dumb Ways to Die Game Got People To Be Even Safer Around Trains”

(http://mccann.com.au/project/dumb-ways-to-die / http://www.youtube.com/watch?v=ev-R0tsreBw)

The objective of the ad is to promote rail safety and to educate and remind people to appreciate their lives. Accidents and deaths on Melbourne’s train system had been on the rise for years, but public safety messages didn’t seem to be working, especially with young people. The authorities hence looked for another way to drive this message home, turning to entertainment and branded content to engage the target market.

So, instead of placing multiple safety messages across the board, which were effectively useless, the public safety message was delivered in a sarcastic way by depicting multiple scenarios of some of the dumbest ways to die.   Results:

  • It convinced 1 million young people to pledge to be safer around trains, which resulted in a 21% reduction in accidents and deaths.
  • It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks, the video had been viewed 28 million times. As of June 2014 the video has had over 81 million views.

©McCann Melbourne, Australia

 

Awards & Accolades Garnered

Awards

Let us help you make great ads!     

At LINs.AD, we specialize in 360o advertising, marketing and branding solutions. So contact us at 03-9221 3388 (ask for Mickie, Shirly or Bernard), drop us an email at linsweb@linsad.com.my or visit www.linsad.com.my

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How do your customers perceive your company / brand emotionally?


How does your customers perceive your company / brand emotionally?

Find out how the 7 most common Colours drive customers to or from you!

YELLOW/GOLD symbolises OPTIMISM

ORANGE symbolises FRIENDLY

RED symbolises EXCITEMENT

PURPLE symbolises CREATIVITY

BLUE symbolises TRUST

GREEN symbolises PEACE

SILVER/GREY symbolises BALANCE

Color Emotion Guide

To know more about colours vis-à-vis branding and their associated studies, visit www.linsad.com.my and schedule an obligation-free Consultation with us!

Stanzo Collection comes to Malaysia


1st retail concept store now at 1 Mont Kiara Mall

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  • Venue:1 Mont Kiara Mall (Mont Kiara, Kuala Lumpur)
  • Date:Saturday, 19th July 2014

Established in 1987 in Kuala Lumpur, MHF (Puchong) Retail Sdn Bhd (“MHF”) is a Malaysian pioneer offering customers an all-inclusive furniture shopping experience literally under one roof, in an enormous display house. In yet another exquisite offering to clients and customers, MHF recently launched its first retail concept store for the Stanzo Collection of residential and office furnishing.

Stanzo” or “Stanza” is an Italian term, which literally means “rooms”. MHC’s Stanzo Collection concept store currently houses two tasteful brands, elegantly names “Songdream” and “Prostoria” that offer the best of East and West.

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“We chose “Stanzo” because its translation as “rooms” in English very aptly befits the property showroom style we seek to adopt for our Stanzo Collection concept store. To highlight the showroom concept, furniture featured in our store will be displayed according to varying room concepts to allow customers to better visualize their individual designs. Each room’s setup will feature complementing furniture and fittings to replicate an actual residential or workplace setup,” said Ken Low, Group Managing Director of MHF and the Stanzo Collection.

The “Songdream” collection will surely appeal to those seeking a contemplative environment, with its modern, contemporary furniture selection providing a distinct Zen-like charm. Indeed, its complete range of sofas, coffee tables, room dividers, chairs, bookcases, dining tables and wardrobes will enchant Zen-concept lovers.

Croatia and hence Western-based “Prostoria” meanwhile bases its design along clean lines working in tandem with different shades of calm palettes, accentuated by bright shades such as passionate red and lively green. With a versatile collection of wood, steel and fabric furniture and furnishings, it is unsurprising the “Prostoria’s” multifunctional sofa model “Uplift” recently won the German Design Council’s prestigious Interior Innovation Award.

The Stanzo Collection is aimed at discerning, affluent home owners who are passionate about designing their home interiors by themselves.

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Gracing the event was popular MyFM DJ, Mei Yan, with a press conference with Mr. Low concluding the pleasantries.

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LINs.AD and LINs Comm congratulate MHF (Puchong) Retail Sdn Bhd on the successful launching of their Stanzo Collection! We’re proud to be your agency and event management professionals of choice!

To find out more about the Stanzo Collection, click here.

Gunn Report 2013 Results

Gunn Report 2013 Results

Gunn Report 2013

Honouring the best agencies globally

The Gunn Report, created in 1999, is based on a simple idea.  It combines the winners’ lists from all of the world’s most important award contests, thereby establishing the annual worldwide league tables for the Advertising industry. Put simply, it’s pretty much ad industry’s “Oscars”!

Gunn Report

Gunn Report 2013

 

The Most Awarded Commercials in The World in 2013
1st

Metro TrainsDumb Ways to Die (McCann Melbourne) triumphs in the Film table and also takes first place in Digital, second place in All Gunns Blazing and third equal place in Print. The most awarded campaign in the history of The Gunn Report.
2nd

Southern Comfort • Whatever’s Comfortable – Beach (Wieden+Kennedy, New York)

3rd

Carlton Draught • Beer Chase (Clemenger BBDO (Melbourne)

Joint 4th 

Axe • Susan Glenn (BBH, New York)

Leica M Monochrom Camera • Soul (F/Nazca Saatchi & Saatchi, São Paulo)

 

 

The Most Awarded Print Ads & Campaigns in The World in 2013
1st

Expedia Travel • Luggage Labels campaign (Ogilvy & Mather, London)

2nd

Harvey Nichols Sale • Pelicans (Y&R Dubai)

Joint 3rd

Coca-Cola • #Cokehands (Ogilvy & Mather, Shanghai)
Metro Trains • Dumb Ways to Die (McCann Melbourne)
The Sunday Times Rich List • Rich List 2013 pool (CHI & Partners, London)

 

 

The Most Awarded Digital in The World in 2013
1st

Metro Trains • Dumb Ways to Die (McCann Melbourne)

2nd 

Nike+ Fuelband • Nike+ Fuelband (R/GA, New York)

3rd 

Adidas Neo • Window Shopping (TBWA\Helsinki)

Joint 4th

Google / Lego • Build With Chrome (M&C Saatchi/Mark, Sydney)
The JFK Presidential Library & Museum • Clouds Over Cuba (The Martin Agency, Richmond VA)

 

 

The Most Awarded All Gunns Blazing in The World in 2013
1st 

Hemoba/Vitoria FC • My Blood Is Red & Black (Leo Burnett Tailor Made, São Paulo) – the most awarded campaign ever in All Gunns Blazing.

2nd

Metro Trains • Dumb Ways to Die (McCann Melbourne)

3rd

Nike+ Fuelband • Nike+ Fuelband (R/GA, New York)

4th

Sports Clube de Recife • Immortal Fans (Ogilvy Brasil, São Paulo)

5th

Samsung Life Insurance • The Bridge of Life (Cheil Worldwide, Seoul)

 

 

Most Awarded Campaigns Across Tables 1 – 4 in 2013
1st

Metro Trains • Dumb Ways To Die

2nd

Hemoba/Vitoria FC • My Blood Is Red & Black

3rd

Nike+ Fuelband • Nike+ Fuelband
4th

Dove • Real Beauty Sketches

5th

Australian Defence Force • Mobile Medic

 

 

The Most Awarded Countries in The World in 2013
1st. USA
2nd. Australia break the 1 – 2 stranglehold that USA and UK have had for last 14 years.
3rd. UK
4th. Brazil
5th. France

 

 

The Most Awarded Advertisers in The World in 2013
1st

Nike or Volkswagen has topped the table every one of The Gunn Report’s 15 years. This year it was Nike’s turn.

2nd 

Volkswagen

3rd

Axe / Lynx

4th

Coca-Cola

5th 

Google

 

 

The Most Awarded Production Companies in The World in 2013
1st

First time at the top of the Table for Biscuit Filmworks (London, New York, LA)

2nd 

Paranoid (Los Angeles, São Paulo)

3rd 

MJZ (London, LA, New York)

4th 

Rattling Stick (London, Los Angeles)

5th 

Henry de Czar (Paris)

The Most Awarded Director in The World in 2013
1st

Southern Comfort “Beach” (amongst many others) Director, Tim Godsall, is a clear winner.

2nd

Ringan Ledwidge (UK, USA)

Joint 3rd 

Julian Frost (Australia)
Tom Kuntz (USA)

Joint 5th 

Steve Ayson (Australia, NZ, Thailand)
Marcos Kothar (Brazil)

 

 

The Most Awarded Agency in The World in 2013
1st

A first time tie for first place – Wieden+Kennedy (Portland, New York) (who topped the table last year) and McCann (Melbourne) (first time in Top 50 table)

3rd

Almap BBDO (São Paulo)

4th

Ogilvy Brasil (São Paulo) (highest ever ranking)

Joint 5th

BBH (London)
Clemenger BBDO (Melbourne & Sydney) (highest ever ranking)

 

 

The Most Awarded Agency in Digital in The World in 2013
1st

Second time at top for R/GA (New York)

2nd

Forsman & Bodenfors (Gothenburg)

3rd

McCann (Melbourne)

Joint 4th

AlmapBBDO (São Paulo)
Wieden+Kennedy (Portland, New York)

 

 

The Most Awarded Agency Network in The World in 2013
Rankings 1 to 4 are the same for the fourth year in a row but in a slightly different order.

1st

BBDO top the table for the eighth year straight.

2nd

Ogilvy

3rd

DDB

4th 

Leo Burnett 

5th

McCann (highest ever ranking)

 

Award winning advertisement and campaigns are built on the foundation of understanding customers, gaining insights of their problems and offering solutions. Other than reach, these advertisement focuses on impact that it does to the community.

Talk to us to bring new life and new direction to your upcoming marketing campaign!

LINs.AD brings cheer to Cheshire Home residents

LINs.AD brings cheer to Cheshire Home residents

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  • Date:Saturday, 5th July 2014
  • Venue:Cheshire Home, Jalan Ipoh, Selangor

In tandem with its CSR program, LINs.ADians visited the Selangor Cheshire Home to spread some cheer to its elderly and disabled residents. The LINs.AD delegation, led by Account Servicing Director, Bernard Lim, was greeted by patron Datin Paduka Khatijah Sulieman upon arrival.

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Both Bernard and LINs.AD HR Manager, Sue Taralasingam, addressed residents briefly upon arrival, before proceeding to distribute gifts of all sorts – including groceries, cash donations and art materials – aided by their fellow LINs.ADians. Many of the patrons are gifted artists, and the art materials were very well-received, indeed.

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It was then “makan” (meal) time, and everyone partook feistily in the feast of the “nasi briyani”, with LINs.ADians taking the time to reach out and bond with the Home’s residents.

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Datin Paduka Khatijah Sulieman then took everyone on a tour of the Home, with its modern facilities and amenities, all of which were most impressive indeed. All in all, it was truly a refreshing field-outing for everyone concerned, and we would like to take this opportunity to wish the residents of Cheshire Home Selangor well.

Look out for more LINs.AD CSR activities, headed your way!

If there are any charitable organizations seeking sponsors or contributions from companies with similar CSR programs, just add us as a “Friend” onf_linsadv and PM us there. We’ll get back to you, soon.

BRAND-BUILDING FOR MALAYSIAN SMEs/SMIs: GETTING STARTED


Puzzle 1

SMEs/SMIs form the backbone of the Malaysian economy, contributing some 70% to our GDP. But we have yet to reach the stage where we’re capable of producing globally-recognized brands. And this is mostly due to local SMEs/SMIs lacking proper understanding of branding and its many benefits. Right now, there’s simply too much pre-occupation with short-term profits and a lack of a long-term view and investment, where branding is concerned.

 

What’s in a brand?

Puzzle 2

Is `branding’ just a matter of advertising, designing slogans and logos, and coining catchy names? Yes, these are important if you want your customers to remember you, but what are the values you want them to associate with your brand? A brand is holistic, as in it requires time and experience for your customers to know you, and more important, build a `relationship’ with your brand. Put simply, to build your brand, you’ve to build an emotional relationship with your prospects and target audience. If you can achieve this, you will succeed in encouraging return customers, thanks to the loyalty fostered through their emotional connection with your brand!

 

Why’s it necessary to brand?

Puzzle 3

Competitors can copy your technology, products, services, systems or processes. The only one thing they can’t copy is your brand image. That’s because your brand image is YOU, the very DNA of your company! A successful branding exercise hence involves the building of an image so powerful and lasting that no competitor can replicate it. It won’t be easy, but the rewards more than make up for the effort. For one, a powerful brand has the power to ride out tough times (think `Apple’). Another reward is that a strong brand transcends countries and industries, and will definitely have it easier gaining access to new markets.

 

Expense or intangible asset?

Puzzle 4

Brand successfully, and you will even get to charge premium prices that your customers will happily pay up for, thanks to their `emotional connection’ to your brand! It’s OK to think `short-term’ (money-out), but unless you wish to terminate your company’s going-concern within the foreseeable future, it’d be equally wise to think `long-term’ (money-out now, money-in later). Brands are strategic intangible assets. If we take a look at brand value and market capitalization, between 50% and 72% of the stock exchange’s worth is represented by intangible assets, with a large number of these assuming the form of brands. The bottom-line is simple: A strongly-branded company is able to withstand bust periods better, and better positioned to rise in boom periods.

 

It’s never too late!

Puzzle 5

We’ll be very brief with our conclusion. No, it’s not impossible for you to brand yourself, no matter how small your budget may be. And yes, the key to a successful branding exercise is consistency – you need to send out consistent messages about how you want to be perceived. `Branding’ is not just some vague catchphrase; it’s something you can do, and something you need to do. And yes, we at LINs.AD can and will take you through the steps, as your advertising, marketing and branding solutions partner!