How successful does a company need to be, to create a non-branded campaign and be confident that the public will associate its marketing with its offering? As confident as Mercedes-Benz?
Mercedes-Benz launched its ‘Pure and Simple’ campaign on Saturday night and has left many football fans speechless (the ad was first aired during the England-Norway match). No handsome man or sexy woman behind the wheel, no dramatic music, slogans or backdrops, just an image of the car and a simple call to action: #NewGeneration. Genius, if you ask me.
Don Draper, Mass Media and New Audience
The advertising industry is changing and plenty has been said about its evolution from World War I propaganda to the Mad Men-like environment, how it evolved to embrace mass media, the digital and finally the ‘social’ sphere.
Not only has media changed, but also the ways advertising agencies target and engage with the audience. The public is more demanding and aware when making choices and the competition never sleeps!
Simple Is the New Cool
I cannot stand ads which are nothing more than a boring sales pitch. Don’t get me wrong, I know all ads are designed to sell, but I can’t stand those that abruptly force the product on you and are televised versions of salesmen knocking on your door on a Saturday morning. I want simple!
Take Apple and its recent campaigns for the iPhone or the iPad. The product and its functionality are shown and the customer is left to decide. Just like products designed to remove complexity from our lives, Apple campaigns are simple.
Remember the ad Kia launched a few months ago to promote the Sportage model? By referencing advertising clichés the company managed to present the car and highlight its key design features. All by using an empty studio and the car image alone.
Of course both Apple and Kia are very established brands which can allow them to experiment a little. Companies which are still ‘in the making’ might find it a bit more difficult, as the audience is not yet familiar with their offerings.
#Social
Mercedes-Benz took simplicity to a new level this weekend, stripping away narrative and flashy imagery. All that was needed was a Twitter account and an innovative idea. I’m not a Mad (Wo)Men fan but I agree with Peggy Olsen, who said “a slogan’s nothing when you have a good idea”.
‘Pure and Simple’ focuses heavily on social media, a right move if the company wants to raise the awareness of the Mercedes-Benz range within younger or internet-savvy audience. The campaign is different to what the company has been traditionally known for, but so is the new model!
According to Mercedes-Benz, the new A-Class is a “real game changer” and I am sure they don’t only mean the car. ‘Pure and Simple’ and #NewGeneration began something new. Successful? That’s yet to be seen. Exciting? I certainly think so!
