Monday, June 23, 2008
Sydney TV is advertising the benefits of TV Advertising
Several months ago Sydney Radio stations started advertising how beneficial Radio Advertising was for generating website traffic. Understandably those in the digital marketing industry all had a few laughs and moved on to deliver measurable website traffic and online influence campaigns.
I was watching TV last night (i know i know) and came across a curious TVC appearing to be from Nestle.
This is the sound clip (you cant watch the TVC here)
"At Nestle we care alot about the quality of our products and the trust consumers place in us.So looking after our brand is really really important.But we need to be certain that we are getting the maximum return for our advertising spend, and thats why TV is a major component of our media mix.Sure we use other media, but our brands wouldnt be household names without the power of Television."
The TVC encouraged its viewers to visit www.ThinkTV.com.au - a website basically dedicated to selling the benefits of TV Advertisement and has contact details of TV Advertising buying agencies and Seven, Nine, Ten etc.
The clearest observation is that the TV Advertising Industry is now finally reacting to the threat of Online and Social Media - rather than just ignoring it.
Of course this advertisment brings out interesting discussions like online brand reputation management, and the influence of social media word of mouth, the value of protecting existing cash cow industries and more - but im more curious as to what i would actually do if i was Nestle in this scenario.
Just a thought - If i was a brand today - i'd take my X million dollar TV budget - half it - and hire a team of online brand ambassadors with the millions left over. I would get these brand ambassadors - Real people who genuinely love the company and the product - and have them start a million positive brand conversations online about how and why they love the product in all the places that their friends hang out. Surely this would have a more powerful brand impact online?
An interesting area, im sure we will see more advertisments like this in the future.
Your thoughts in the comments would be most interesting!
Posted by Nick HaC @ 6:48 PM
