From Tweet to Tagline
The advertising guru, David Ogilvy once wrote, “I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.”
It seems that this is becoming even more valid now. Despite the turmoil that social media has caused, does some traditional wisdom still apply, even in the disruptive world of social media?
Take this story, Brand Republic has run an interesting article on how Air New Zealand’s latest advertising campaign was prompted by a customer’s Twitter message.
Tweet about experience on Air New Zealand
Became …
Ad developed from Tweet
It has all the hall marks of truth that everyone can relate to. Airlines have become more impersonal over the last two decades as cost cutting, global recession and yes, Ryanair, have changed the way we fly. But we still value intangible things like the way service providers interact with us. If all else fails, create a personality – something advertisers have traditionally used as a tactic to sell a brand or service via traditional media. Are we seeing transference online?
While social media continues to evolve, and companies look to get closer to their customers via different tools, are we seeing old advertising maxims come back into fashion? Social Media allows the customer to relate their experiences to a larger audience in an instant.
In that same instant, advertisers and anyone in the communications business can tap into this and seek inspiration – and a damn good tag line.