Thought I’d start with an easy one. This is a promotional video from Google about their new product: Google Wallet. It uses a clip for an old Seinfeld episode.
Message: The message focuses on how Google Wallet is better than your real wallet. The copy reads “Goodbye Wallet. The phone will take it from hear.” Direct and to the point, the ad argues that while your wallet is limited in what it can do your phone can do everything it can do and more.
Execution: The execution of this ad is really well done. The Seinfeld music sets the scene before you recognize the iconic character of George Costanza. And even if you don’t get the Seinfeld reference, the situation is relatable and funny.
Strategy: The primary strategy is to introduce the Google Wallet as superior to traditional wallets.
Success: Despite a clear message and great execution I wouldn’t call this advertisement a success. Two major problems with this ad: it doesn’t actually introduce Google Wallet and it doesn’t demonstrate why Google Wallet is better than a traditional wallet.
Though the execution and message are good they miss the mark in actually making Google Wallet look good. They just show why phones are better than wallets, and I mean any phone. The flaw that they show is that wallets can’t hold a lot of physical information, their solution is to store that information on your phone. One little thing, ANY PHONE CAN DO THAT. I don’t even mean Smart Phones, almost every cellphone in the world has the ability to make notes. So does Google Wallet uniquely solve the problem that they have shown? Nope.
And if it doesn’t show that Google Wallet is better than a traditional wallet, does it at least do a good job of introducing Google Wallet? Nope. Because at the end of the video I still haven’t been told what it actually does. Near the end they briefly show a phone with a Citi credit card on it, but they do nothing to explain how that is at all related. This tactic would be fine if they had piqued my curiosity enough to go to the website, but so far they haven’t presented anything worth investigating.
The execution and the copy failed to deliver on the strategy and thus leave the audience uneducated and uninterested about the product.
Found on Ad Week
No comments:
Post a Comment