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:
our consumers will grow up. Keeping an eye on their growing needs and current living situations is paramount to creating a successful marketing campaign.
Read some related articles:
- The Need For History and Authenticity I had a great talk with my grandfather last week — we call him Papa Joe. He’s that favorite family member with all the stories....
- Seed the Clouds and Watch the Sales Grow There are typical ways to approach sales, but Guy has three other ideas. These include the unintended users, allowing test drives, and the suck down...
- Success is not a Solo Project Recently I have been working on developing a marketing and promotional campaign for a small but successful business called Sydney Dance Zone. Like a lot...
No comments yet.