When it is seen it is rarely from a ‘smaller’ brand, but where budgets are bigger and the Agency voice may be more compelling and passionate it does show itself more frequently.
Disruption as a technique for me has a number of elements to it, a good disruptive execution will combine these rather than rely on just one factor;
- Breaking the norm … if the world is beige then paint your comms or idea bright red, make it stand out.
- Intensity … make your creativity stand out through intensity or through a ‘laser’ focus on your target audience
- A novel delivery … make the delivery stand out through exaggeration or media choice or even solely by design, make the audience curious to find out more about you or the offer you are making
The aim of such disruption, for me, is always only appropriate if you have an end game that is driven by a desire for an increase or a reinforcement; disruption should not be an end in itself.
Increased sales and/or revenue are the obvious objectives of disruptive activity in marketing, but consider also increased curiosity and memorability as well as overall awareness. These latter elements may be a precursor to the increases in financial returns which are your ultimate aim and can be used to reinforce the brand image or values which may be necessary in some cases.
If the offer itself, be it a product or a service, is truly innovative that may itself be disruptive enough. If, however, your task is to disrupt your audience through the communication then the process of disrupting may take more time as you establish the brand credibility through communications designed for memorability and cut through.
This reinforcement is required in my opinion to ‘mask’ the ‘me-tooness’ or ordinariness of the actual offer in many cases. This is a strategy with a higher risk but the advertisement I saw recently, and which prompted this post, is really interesting and I think falls into this category.
It is interesting enough to drive me to post again, having been quiet for a long while on my blog.
The category: Car sales
The offer: No different to any other car dealer, albeit I am sure they are a good company with a good offer
Disruptive comms? Hell yeah !
The ad is from Trade Centre UK, its disruption … silence !
The silence is incredibly disturbing, the TV going quiet in an ad break is so unusual and the result initially, and repeatedly, is to watch TV while checking it’s not on mute. The result being you watch the ad itself. The disruption is complete.
This is clever, low cost, disruption and my out-take … they have good prices. Job done I expect.
03 May 2018