These spots accomplish brilliantly what the "Asking Questions. Getting Answers" spots missed the mark on.
These spots aren't telling you what the newscast is going to do for YOU. It's just telling you what they are doing, and why.
Subtle difference, but huge.
Nice spots.
(but where's the talking? I'm sure the station managers are wondering why they are paying all that money for microphones, and for anchors and reporters that are able to talk, and then doing a news promo where they don't talk! If we wanted to read stuff, we'd buy a newspaper! Just sayin...)
na na na na nanana...catchy tune with a nice bass riff too. I'm curious where this campaign is going to be in the next five sweeps...the next five years. How many others will "borrow" it entirely or just bits and pieces?
It would be stupid to just "borrow" this campaign...
The reason this works is strategic. It works for WBZ because they've built an entire product and campaign around this. They've got the management and staff all on board with this.
Most importantly, they're differentiating themselves from everyone else. They analyzed the market and came up with a product and positioning that is better than everyone else's.
This style of promotion is great for 2nd and 3rd place stations. 1st place stations could borrow from the visuals and creative, but it would be stupid to abandon what's working for them.
Ultimately, it's about standing out. When everyone in your market is "bringing you the breaking news first" and you're asking people to "declare your curiosity", you're going to stand out, likely in a positive way.
Product differentiation is always a great way to revitalize your brand. Look at Nintendo. They positioned their underpowered, underpriced, Wii towards families, kids, women, and the elderly, and you can't find the system in stores. PS3 and Xbox duke it out over which is faster while Wii steals the thunder.
You could draw a parallel and say let the other stations duke it out over who has the biggest doppler... we're going to focus on something else.
That's my point with the borrowing. If it's working for one station, how many others will follow suit. News promotions is a copy cat "if it worked for them, why not us" business. The "super doppler" spots started with one station. It quickly branched out across the country. Every station in my market has a super doppler promo. Even being number one, my station could use a spot that stands out just to differentiate ourselves from our competitors who try to level the playing field with copy cat spots. One could easily change this "curiosity" campaign into an "informed", "educated", or even "on your side" one. While getting everyone on board to change a station's culture is one monumental task, swiping a look/message and making it work for your brand is quite simple.
4 comments:
These spots accomplish brilliantly what the "Asking Questions. Getting Answers" spots missed the mark on.
These spots aren't telling you what the newscast is going to do for YOU. It's just telling you what they are doing, and why.
Subtle difference, but huge.
Nice spots.
(but where's the talking? I'm sure the station managers are wondering why they are paying all that money for microphones, and for anchors and reporters that are able to talk, and then doing a news promo where they don't talk! If we wanted to read stuff, we'd buy a newspaper! Just sayin...)
na na na na nanana...catchy tune with a nice bass riff too.
I'm curious where this campaign is going to be in the next five sweeps...the next five years. How many others will "borrow" it entirely or just bits and pieces?
It would be stupid to just "borrow" this campaign...
The reason this works is strategic. It works for WBZ because they've built an entire product and campaign around this. They've got the management and staff all on board with this.
Most importantly, they're differentiating themselves from everyone else. They analyzed the market and came up with a product and positioning that is better than everyone else's.
This style of promotion is great for 2nd and 3rd place stations. 1st place stations could borrow from the visuals and creative, but it would be stupid to abandon what's working for them.
Ultimately, it's about standing out. When everyone in your market is "bringing you the breaking news first" and you're asking people to "declare your curiosity", you're going to stand out, likely in a positive way.
Product differentiation is always a great way to revitalize your brand. Look at Nintendo. They positioned their underpowered, underpriced, Wii towards families, kids, women, and the elderly, and you can't find the system in stores. PS3 and Xbox duke it out over which is faster while Wii steals the thunder.
You could draw a parallel and say let the other stations duke it out over who has the biggest doppler... we're going to focus on something else.
That's my point with the borrowing. If it's working for one station, how many others will follow suit. News promotions is a copy cat "if it worked for them, why not us" business. The "super doppler" spots started with one station. It quickly branched out across the country. Every station in my market has a super doppler promo. Even being number one, my station could use a spot that stands out just to differentiate ourselves from our competitors who try to level the playing field with copy cat spots. One could easily change this "curiosity" campaign into an "informed", "educated", or even "on your side" one. While getting everyone on board to change a station's culture is one monumental task, swiping a look/message and making it work for your brand is quite simple.
Post a Comment