Ad campaigns can come back to haunt their creators, as in the case of an insurance retailer mocking a competitor
Advertising campaigns need to be looked at from every angle. What may seem like a great idea at creative meetings might backfire, with, for example, potential customers taking offense, not understanding the concept or taking no action. Its smarter, then, to examine every aspect of a campaign before releasing it into the wild.
If 15 minutes can save you 15% or more, how much will 7½ minutes save you?
Thats essentially the idea behind Esurances new ad campaign directed at competitor Geico, whose own campaign is 15 minutes will save you 15% or more.
But sometimes, in an effort to grab a really good idea before it vanishes in the air, companies either dont think it through or dont properly pay it off. Esurances hard-core spoofing of Geicos timeless 15 minutes will save you 15% or more, is just that: A beautiful idea that doesnt come to fruition.
First off, its a really good idea:
- Everyone knows the 15 percent or more campaign. Even Geico came up with a campaign saying just that.
- Currently, 30% of Geicos policies are sold on the web. As that number increases, it would be natural for Geico to come up with Now, 7½ minutes will keep saving you 15% or more.
But Esurances new campaign shoots itself in the foot in three ways:
- It ridicules its potential buyers.
- It doesnt pay off on the implicit promise.
- And it leaves itself open to ridicule.
Lets look at these one at a time.
1. It ridicules its potential buyers
Obviously, the Esurance campaign aims squarely at the fabled millennial market. In many peoples minds, these millennials are more tech savvy, more connected, more open to new technology.
There are two problems with that:
First, car buyers in the United States are old.
Polk, the global automotive industry intelligence firm, found that the average age of car buyers today was 51 years old in 2011, three years older than buyers in 2007. In 2011, 40% of all buyers were aged 55 years or older, up from about 30% just four years earlier. And in keeping with much commentary about todays youth, only 11% of all new vehicle buyers in 2011 were aged 34 years or younger, down from almost 16% four years earlier. Perhaps todays young people have less interest in cars, dont have the money for a new car or both.