What do you do when your consumers grow up?
Recently I was watching a marathon of Futurama (very grown up of me, I realize). My wonderful Mother sends me over DVD’s from Australia with different shows for me to watch. She includes the commercials, so I know what’s going on. It’s amazing how much you can keep up with trends and current news and events just by watching international commercials.
This time around, a rather bazaar commercial came on in relation to the Red Hot Chilli Peppers tour of Brisbane (the capital of Queensland/ East Australia).
It didn’t have the normal message: Chilli Peppers are back grab your tickets. It featured somewhat tame footage of the Chilli Peppers live with a voice over: Get a ticket for your Dad.
I was like, what? My Dad? I don’t think so. Then I thought about all my childhood friends still living in Queensland. All of them are in their mid twenties to thirties and all of them have at least one child.
What I first thought was a ludicrous act of misguided advertising was in fact right on the money. This tailor made commercial pin pointed the exact demographic likely to go to a Chilli Peppers Concert. It just so happens that the Chilli Pepper’s audience, have grown up.
By eliciting the campaign of ‘buy a ticket for Dad’, they increase the potential for sales as Brisbane is more of a working class area. Few Dads would splurge on themselves, yet their partners (in the name of their children) would be more inclined to buy a ticket as a present.
Had they presented this commercial in other states of Australia it would not have worked. In Sydney for example people have children older, have a more disposable income and less financial responsibilities. They are therefore more inclined to buy concert tickets, high-end clothing and ‘treat themselves’ more than their northern counterparts.
However, for a Brisbane audience, it was the perfect message.
The reality is:
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