Immersion Creative Case Study #1: Differentiation
Mike Catherall
January 28, 2009
I saw an ad for tires the other day.
They were safe. They kept you safe. They were good. Something about a baby.
When I go to buy tires next week, do you know what Iīm thinking about? Safe. Yeah, sure. All tires are safe, arenīt they? Iīm thinking about that baby. Iīm thinking about how this is a company that has a budget to advertise on TV, so therefore they must be more reliable. More credible. More safe.
It seems ridiculous. But do you know what? That is how people operate.
People are simple.
We are starved for time. We donīt like having time wasted.
So, therefore keep it simple.
That is what I try to do with Immersion. Markets are saturated. You can have a great idea. You can have a great business. You can be as professional as anything, but the reality is, people are drawn to familiarity. People are drawn to comfort. People are drawn to that baby in the tires.
So you need to advertise. So you need to be beyond what you are. You need a personality. You need that baby.
With Pardon Services Canada we introduced the idea of the ball and chain. Itīs unique. Itīs compelling. Itīs interesting. All we ask is that you see that ad and say, yeah pardons, something about a ball and chain.
And that is how good advertising works. You need to define yourself. You need to have an edge, or an image, over the competition. Immersion is about finding that core truth. That is what I do.
For more information about how I can do this for your brand, visit Immersion Creative.
They were safe. They kept you safe. They were good. Something about a baby.
When I go to buy tires next week, do you know what Iīm thinking about? Safe. Yeah, sure. All tires are safe, arenīt they? Iīm thinking about that baby. Iīm thinking about how this is a company that has a budget to advertise on TV, so therefore they must be more reliable. More credible. More safe.
It seems ridiculous. But do you know what? That is how people operate.
People are simple.
We are starved for time. We donīt like having time wasted.
So, therefore keep it simple.
That is what I try to do with Immersion. Markets are saturated. You can have a great idea. You can have a great business. You can be as professional as anything, but the reality is, people are drawn to familiarity. People are drawn to comfort. People are drawn to that baby in the tires.
So you need to advertise. So you need to be beyond what you are. You need a personality. You need that baby.
With Pardon Services Canada we introduced the idea of the ball and chain. Itīs unique. Itīs compelling. Itīs interesting. All we ask is that you see that ad and say, yeah pardons, something about a ball and chain.
And that is how good advertising works. You need to define yourself. You need to have an edge, or an image, over the competition. Immersion is about finding that core truth. That is what I do.
For more information about how I can do this for your brand, visit Immersion Creative.
Print
Email
