Inspirational Marketing
Unlike most people,
I enjoy the allure of advertising campaigns, hence why I thought I would look
at the recent 'You Can't' Samsung TV advertisement with the hope of evaluating its effectiveness.
I'm going to start this post a bit bluntly- I don't believe there is anything interesting about the creation of this advert. Samsung utilise people throughout the clip as the main focal point rather than promoting the huge inventory of Samsung products, which has been avidly used as the main marketing tool for many various businesses. Throughout the clip there are multiple people from multiple disciplines; one of them a dancer, one of them tackling a mission to get to space, a blind athlete and an extreme downhill skater. However, the one aspect that I find interesting about the advert is the utilisation of inspiration as the vehicle to drive interest in both the company and its mission.
Progressively in the modern era, lots of adverts (see Nike, Gillette & Kissan) use inspiration as the main marketing plot and are gaining success in creating not only a memorable advert, but also one that sells products.
The whole idea of using inspiration to sell isn't unique; multiple different organisations or individuals use this method to advertise a certain job (the army or becoming a teacher) or even pedal their own political agenda. If an organisation can create a sixty second long video which resonates with the viewer and can appear to induce feelings of intrinsic motivation or belief in others, whether you like it or not, the advert is quite effective. In terms of Samsung, using a para-athlete, a young dancer and a space mission increases the likelihood that the viewer will become more productive due to watching others complete what seems like an unreachable tasks. The created model below draws upon the idea and outlines that a marketing campaign should, whether directly or indirectly, create the sense of boosted motivation and drive the individual towards gaining more awareness of the organisation (Hildebrand, Sen & Bhattacharya, 2011; Šerić, Gil Saura & Mikulić, 2016).
I'm going to start this post a bit bluntly- I don't believe there is anything interesting about the creation of this advert. Samsung utilise people throughout the clip as the main focal point rather than promoting the huge inventory of Samsung products, which has been avidly used as the main marketing tool for many various businesses. Throughout the clip there are multiple people from multiple disciplines; one of them a dancer, one of them tackling a mission to get to space, a blind athlete and an extreme downhill skater. However, the one aspect that I find interesting about the advert is the utilisation of inspiration as the vehicle to drive interest in both the company and its mission.
Progressively in the modern era, lots of adverts (see Nike, Gillette & Kissan) use inspiration as the main marketing plot and are gaining success in creating not only a memorable advert, but also one that sells products.
The whole idea of using inspiration to sell isn't unique; multiple different organisations or individuals use this method to advertise a certain job (the army or becoming a teacher) or even pedal their own political agenda. If an organisation can create a sixty second long video which resonates with the viewer and can appear to induce feelings of intrinsic motivation or belief in others, whether you like it or not, the advert is quite effective. In terms of Samsung, using a para-athlete, a young dancer and a space mission increases the likelihood that the viewer will become more productive due to watching others complete what seems like an unreachable tasks. The created model below draws upon the idea and outlines that a marketing campaign should, whether directly or indirectly, create the sense of boosted motivation and drive the individual towards gaining more awareness of the organisation (Hildebrand, Sen & Bhattacharya, 2011; Šerić, Gil Saura & Mikulić, 2016).
It has explained that consumers often have a rich cultural underpinnings rooted in their upbringing that impact on their feelings around a certain company (Song et al, 2018). The way an organisation is portrayed in marketing campaigns should be reflective of the ethos their culture and their vision, but should seek to resonate with the culture of the viewer. An example of this may be a business advertising a product that seeks to tackle the under representation or discrimination towards women or utilising the plot of disjointed communities (shown in the linked adverts earlier in the article).
There is a keen sense of attention to detail within the advert as the blind athlete prepares for a race and pulls on a t-shirt with the Samsung logo as the main race sponsor. Without knowing it (subliminally) you're consuming the brand and for Samsung specifically, the advert tries to represent that they are more than just a business looking to sell a product, but one that is trying to represent the people that it's products are purchased by.
There is a keen sense of attention to detail within the advert as the blind athlete prepares for a race and pulls on a t-shirt with the Samsung logo as the main race sponsor. Without knowing it (subliminally) you're consuming the brand and for Samsung specifically, the advert tries to represent that they are more than just a business looking to sell a product, but one that is trying to represent the people that it's products are purchased by.
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