As a creative director or producer, have you noticed that some advertisements just seem to click with people? For instance, just a few months ago, we saw a Valentine’s Day ad campaign run by Filipino fast food brand, Jollibee, go viral.
Three of their advertisements became a hit across the globe, garnering over 20 million views. One of the reasons why these ads struck a chord with people is because they were (as described by viewers) “emotional” and “sentimental”.
Mind you, Jollibee doesn’t even have an international presence and yet, it managed to connect with customers all over the world by simply executing the right ideas at the right time.
Here are some of the key takeaways from the campaign that creative directors would do well to implement in their own projects.
Identifying the audience
Businesses already know who their audience is, but, creative directors must also put in the effort to understand the audience.
For instance, whoever came up with the Jollibee ads obviously knew what they were doing. They made sure audiences could relate to the advertisement by highlighting love, romance, family values, and traditions, which are very important to Filipinos.
But, things didn’t end there. Jollibee and the creative team actually collected real-life love stories from their customers. They focused on how Filipinos shared their love, which is typically done through the celebration of events, gatherings, and homecomings.
To cut a long story short, they created material that the average Filipino could relate to.
Monitoring trends
Another important aspect of running a successful ad campaign is to identify and leverage trends. Jollibee capitalized on the term “hugot”, which is often used by Filipinos to indicate joy or sadness. The American equivalent would be “feels”.
According to Pepe Diokono, one of the creative directors who worked on Jollibee’s ad campaign, the ads became a hit because they focused on the concept of being in love. The ads recreated extremely emotional moments that viewers could easily see themselves in.
When the ads came out, Filipino viewers immediately started sharing them along with the hashtag “#hugot”.
Remain loyal
The last ingredient is to ensure that the ad campaign stays true to the brand’s image. Jollibee did exactly that. The fast food chain has always been known to use sentimental ads that people can easily relate to. However, with each campaign, they bring in something refreshing while sticking to their original concept of tugging on the customer’s heartstrings.
As a creative director, you need to apply these principles to various aspects of the ad campaign, from choosing the right voiceover talent to the right music. Everything must be in sync.
ABOUT ROBERTA –
Roberta is a Professional AND award Winning International Voiceover Actor, as well as an accomplished on-camera actress and spokesperson. She lives in the beautiful San Francisco Bay Area and is the owner of Roberta Kennedy Voice Talent and RK Productions, Inc.
She voices for companies around the world using her state of the art, broadcast quality studio. She’s hired for commercials, web demos and explainer videos, product infomercials, documentaries, promo/imaging, political ads, e-learning videos, podcasts, guided real estate tours, telephony/IVR projects, high profile corporate presentations, video games and character animation.
Her voice is described as: playful, contemporary, compelling, commanding, inviting, sultry and smooth. A hip edge with sophistication, bold, warm, interesting and engaging are also commonly used adjectives to describe her voice.
Her home studio is equipped with ipDTL, ISDN and phone patch capability with lightning fast turnaround times! A voiceover talent with over 20 years of voiceover acting experience, she offers a full range of voiceover services at highly competitive rates & will work with your budget to help you promote your business to new levels of excellence!
To request a personal quote or audition and/or to review more of her credits & demos, feel free to visit her website: www.robertakennedy.com– or mail her at roberta@robertakennedy.com. You can even give her a call on (408) 313-7202.