Swept off
Finally a jewelery advertisement that gets it right.
Lowe Lintas India has managed a beautiful and spot on creative (except the very cliche’ “Varun”).
Online video advertising
Fear may sell a lot of products, but humour is not too far behind. Online video advertisements usually bank on the second to spread their ideas.
These video promotions may not be of much relevance, or even innovative in their approach yet they spread because of the ease of forwarding and zero monetary investment on the part of the viewer.
Possible reasons why such videos work:
1. The source of the video is reliable and hence probably worth the effort
2. It presents a intriguing enough setting to entice the passerby to click
3. Invariably placed at login pages of the site (where the page takes some time to load)
4. Unpredictability of the story line
5. Ease in understanding the concept
6. Hope that one viewer will find it interesting enough to pass on to friends
The formula to trigger a chain reaction for online word of mouth is no rocket science. Get the elements right and you are set to go. This mode of advertising however comes with its own share of downside: firstly there is no way to measure how many of the ‘views’ actually translate into ‘customers’ , secondly such concepts work as long as there is a balanced mix or entertainment and advertisement, change that equation risk equating the brand to shallow humour.