#4 Lockdown

Pornhub | Bodyform | Tango Energy | Pure Blonde

On today's episode, we are looking into a creative from Pornhub—the last brand we expected to see an advertisement from! We will also take a look at #Wombstories - a creative from Bodyform, followed by the latest creative from Tango Energy. Lastly, today's Classic Creative comes from Pure Blonde. 

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The Science of Advertising Show

Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.

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https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/

***
If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/

Transcript

00:00

welcome to the science of advertising episode four

00:03

the show where we review the latest ads and the science behind

00:06

why they influence and persuade human behavior on today's panel we've got dr

00:10

jared cooney horvath the preeminent expert in the field of educational

00:14

neuroscience with a focus on learning memory and attention and your host

00:18

jonathan rowley

00:28

today we have three new ads that have been released in the last little while

00:32

and as you can see we are shooting remotely i am up in

00:35

byron jared is his home and we can't be in the studio because we have

00:40

nearly stage four lockdowns in melbourne so we have gone remote

00:44

but first up today we have a ad from pornhub which we will dig into so

00:51

so interesting to see a pornographic site release some content

00:56

or an ad during these times and let's go to it now jake

01:01

let's cut to pornhub's latest creative open to slide three from

01:07

the channel i actually hop out of this call since

01:11

i'm not on this account it's no problem okay guys sean sure

01:15

let's just start off with january 2020. now consumer spending is up uh if you

01:21

look at the graph right below i'm sorry we're on page 12. the second

01:26

graph from the top okay and you know turn your

01:28

camera off all right so if you look uh we're at point one five percent higher

01:33

than 2019 uh we started this quarter off at 2.75

01:37

holy [ __ ] oh god i don't think he's daniel

01:45

daniel daniel call me oh my god he called daniel on his cell called him

01:57

daniel oh my god daniel is the host we holy [ __ ]

02:04

oh my god

02:20

so there we have it the latest from pornhub when i saw this come across my

02:24

screen and i saw latest creative from pornhub for me i

02:28

had me fascinated i was like what have they done what is this going to be

02:32

i was super intrigued i opened it up and i watched it and had me enthralled from

02:37

day dot i was there it had me and uh the interesting thing about it

02:42

there's a lot of prediction break in this story a really powerful combination

02:46

and i'm sitting there i'm like where is this gonna go and then as it continues

02:50

i'm like surely not is this what's going to

02:53

happen and right now with so many business meetings via zoom skype and

02:57

everything else in between this is really contextual really

03:01

relevant and highly entertaining uh as i dug into it it got even more

03:06

fascinating because it was released on international masturbation day how to

03:12

wank from home safely which is a real thing i thought

03:14

that was a joke that they threw in at the end that's a thing

03:18

it's a real thing no it's an absolute joke so they've tried to create this day

03:21

oh they're invalid i do for a second but accidental video calls it had me

03:28

smiling throughout the entire creative but one of the most genius things they

03:32

did here was not only did they create a highly entertaining and a very clever

03:37

ad that cost them little to next to nothing but they managed to link

03:42

the brand all the way through so as the story had

03:44

finished they still had the narrative and the audio running

03:48

as they seated in the text that was coming up on screen

03:51

and the pornhub logo so for me this has full votes especially right now

03:56

highly entertaining an ad that you can share around send to your friends

04:00

get a giggle but an absolute cracking piece of creative

04:03

dr jared what were your thoughts totally totally agree this

04:07

couldn't have been done by any other company i fear i feel other than pornhub

04:13

because that is the when you think of computerized porn that's the first name

04:19

that comes to mind it's funny when you said

04:21

when the new creative from pornhub came across my desktop and i clicked it

04:25

immediately this wasn't what i was expecting but

04:27

there you go but what i liked about it is yeah it's

04:30

it's contextual for them like you could have done this with an external magazine

04:35

or videos this only works because it's an online setting

04:38

they've then done a really sick memory hijack

04:42

where because we've done nothing but zoom for two months

04:46

everyone is so used to that stupid screen

04:50

that once it starts going you start thinking yourself kind of like when

04:54

you're a kid in school and you're like what's the worst thing that could happen

04:56

what if i showed up to school naked oh so you start to think what's the worst

04:59

thing that could ever happen on zoom and this has got to be one of them

05:02

and they just push it through so they've taken all these memories that you

05:06

already have for zoom and now they've guaranteed that every

05:09

time you log on to zoom past this what's the first thing you're

05:12

going to think about do not masturbate on this camera so

05:16

they've they know we're going to be on zoom five

05:19

six times a day every week for the next two months so

05:23

it's like this repetitive they found the right memory to tap into

05:26

they tied their brand right to it and now they get free advertising in my head

05:30

every time i sit down on my computer it was such a smart move

05:33

loved it yeah interesting like for i was thinking about this just before we

05:39

jumped on and it was around comedy and looking at the

05:43

structure of comedy and there's there's two principles there

05:47

that bounce off so one is the art of telling a great story but

05:51

then you've got prediction break like and it's this beautiful combination

05:54

between both that that brings around humor but jared from

05:58

your perspective just digging into to what that looks like from you know a

06:03

learning neuroscience perspective could you just dig into

06:07

prediction break and what that really is and how it's so powerful

06:11

so what yeah what tends to happen is so you can assume

06:14

everyone lives in in a prediction of reality so the way the brain works is

06:20

you've got kind of two modes you've got what we'll call kind of active live

06:24

thinking mode then you've got passive prediction mode

06:27

where you just use your experiences from the last 30 years of your life 40 years

06:30

of your life to say i know how this works boom i'm

06:33

going to live there now the vast majority of the time i'm talking 90 to

06:36

95 of the day you're just sitting in

06:38

prediction mode you do not live in reality

06:41

you live in your story of reality as soon as you see a computer you just

06:44

start running simulations oh i've seen computers before

06:47

you live up here anytime a prediction fails your brain kicks into that active

06:54

mode because it's actually it's a safety mechanism if you think about it

06:57

if you have a prediction for how an animal should act and then the animal

07:01

starts snarling and it breaks your prediction your brain doesn't know any

07:04

better it's that it says oh you could be dead right now update your story

07:08

immediately it kicks you into active gear

07:09

and all the machinery goes live to say change your thinking change your story

07:13

change your prediction about the world so you can see historically it makes

07:18

perfect sense dangerous situations kick off your coder

07:22

we don't have sabertooth tigers or anything like that running around

07:25

anymore but we still have this same mechanism and it kicks off

07:28

any time our predictions fail so in this case i'm looking at a zoom meeting i've

07:32

seen these 100 times i know exactly what's going to happen someone's going

07:34

to interrupt somebody someone's going to talk about a powerpoint

07:37

this and as soon as you see some dudes starting to pull out tissues

07:40

and a little squeeze bottle of lotion boom you haven't seen it before it's a

07:45

fear you go oh this isn't what's supposed to be happening

07:48

your brain automatically kicks into active mode and in this moment

07:52

you're gonna start learning remembering memorizing whatever is coming in

07:55

it's your body saying oh something unexpected is happening

07:58

you better remember it so bring that back to humor humor

08:02

almost exclusively works off prediction break take someone down a path and make

08:05

them feel calm make them feel safe switching on them it wakes them up and a

08:09

lot of the times that laugh comes from the discomfort

08:12

of being switched into the mode of uh-oh the world doesn't make sense anymore

08:16

so the best jokes do exactly what you said they break your prediction but they

08:19

don't do it in a way that's scary they do it in a way that's relatable

08:24

enough and enough of a parody on your actual

08:27

life that you can kind of make fun of it at the end of the day

08:30

pretty much all humors is slightly cynical it has to make you go oh yeah

08:34

that sucks that's something about me or about the world that's kind of crazy

08:37

and in this case if you've never masturbated before or you've never seen

08:41

pornhub or you're my 90 year old grandmother

08:44

that prediction break a would probably never happen because

08:46

she doesn't even have a prediction of skype she wouldn't know what the heck is

08:49

going on but when somebody starts masturbating

08:52

that wouldn't be cynical and that wouldn't be funny to them that

08:54

would be off-putting that would be too much that's not part of her world

08:59

view but if you're our age and you grew up

09:02

with computers and stuff that's something we've done that's

09:04

probably something we've thought about it's something we're kind of awkward

09:07

over so as soon as we get the prediction break we're live and we see it happening

09:10

we go yep that's cynical that's something that could have happened

09:13

at one point in my life we recognize it and that leads us to laugh about it

09:16

and off you go so this perfect mix of prediction break

09:21

with enough recognizability to make yourself feel

09:24

oh yep taking the piss on myself i'm good to go

09:27

that's the best comedy there is yeah totally great

09:30

round of applause pornhub well executed now we'll transition

09:34

slightly so going from a very male skewed

09:37

creative or something really resonates with the the male gender we're moving

09:41

and transitioning and stepping and changing gears to body form

09:44

and this creative has just been released and let's cut to it now

10:30

me

10:33

come to me

10:58

um

11:34

i just wanna die

11:54

huh

12:08

people just wanna

12:36

oh

13:01

who made you

13:10

so there we are that's the latest from body form uh jared i'd be curious to get

13:14

your thoughts on what this meant to you and what they were

13:18

looking to achieve so i uh from a completely personal

13:23

and let's say artistic standpoint i absolutely love

13:26

this i think we're we've there's been a lot of and i've been

13:32

wouldn't have thought about this i got married about 10 years ago

13:35

jeez and before that i wouldn't have thought about any of these issues of

13:38

what it means to be a female the female body is just kind of like

13:42

the joke you're a man they're a woman blood is gross ooh

13:45

but now living with a woman for 10 years you start to really recognize how

13:49

powerful these stories are and how much we vilify the female body

13:52

so from a personal standpoint i love what they were doing

13:56

um the the ability to talk about what is still considered a taboo topic

14:02

and a lot of circles but use a different way to approach it

14:05

so you're kind of simulating it you're not talking directly about it you're

14:08

using animations you're using uh pure emotions without ever having to

14:12

show anything very smart move to start to get people

14:15

to open up about these ideas and the water birth moment was also i know

14:19

it's a small moment in there but such a huge thing because in the us right now

14:24

there's a huge debate between hospital births and home births where

14:28

historically births were not something you do a hospital

14:32

something for sickness and birth is not sickness so that was

14:36

always something that was historically done

14:38

at home with midwives and it's only recently in say the last hundred years

14:42

that we started to really pull that into the medical

14:44

model so seeing that live i know that's going to cause a lot of stir

14:48

in the u.s the home birth versus hospital birth

14:51

with all that said as much as i love this i have no clue

14:56

beyond helping people just open up a conversation

14:59

anything i i have no clue what they were trying to do if this is a business

15:03

if this is a um a blog if this is a so that's it as a piece of art

15:09

love it and it's going to stick with me and i'm going to share with my wife and

15:12

we'll talk about it it'll be awesome but as a piece of advertising i don't

15:16

know if i don't even know if it was meant to be i mean do you have any idea

15:19

what the business is or what they're doing yeah

15:22

so body form very large in the uk or larger in the uk

15:26

that's the the foundation of their business and it's sanitary items for for

15:30

women so it's really fun to talk to you know

15:33

and that was kind of yeah it's interesting not having any

15:36

experience with the brand whereas being somewhat familiar with brand

15:39

and i had a similar thought but right from the

15:42

get-go this had the app this had my attention it was speaking

15:46

directly to the target audience and it pulled them straight in

15:49

even though i am not directly part of the target audience

15:52

it had me i was enthralled i was engaged and the music track was

15:56

absolutely brilliant i'm not sure if you got the words

16:00

right at the start but it was i know you and i dug into the song and it's a song

16:05

called priestess and it really celebrates all things

16:09

women you know and it's and it's i know you and that really flowed through so

16:12

from the get-go that you could see that was the intent

16:16

it was human it was relatable it leverages both like real world

16:19

footage and animation to help tell this story

16:23

and it also had several storylines going on and you could pick

16:26

pick up on those scenes but the most genius thing there was no voice there

16:30

was no actual voice over articulating it was just using music it was just

16:34

using animation and sound effects to deliver these

16:37

stories in a really powerful way that in my opinion a voiceover could

16:41

never have done so yeah these stories were anything from

16:45

being pregnant to finding out that you couldn't carry a child

16:49

you know through to menopause really powerful scenes that

16:53

could relate anywhere from teenagers all the way through to you know females in

16:56

their 40s 50s 60s so incredibly relatable and genius in

17:00

its way so when it comes to sanitary items there's

17:05

two real strategies you've got one that is very brand orientated

17:09

how do i connect with my audience in such a way that they'll fall in love

17:12

with me that we know them better than anyone else

17:15

or you go the other path which is we've got a new innovation it's a new

17:19

technology it's you know so it's either product

17:21

development or it's brand yeah so it's interesting that you i'm

17:26

wondering how much i'm kind of thinking this back now to

17:29

the to the pornhub one as well how much original brand recognition does

17:34

matter in these instances so if you didn't know

17:37

what the hell pornhub was and you saw that you might think of

17:41

masturbation but you might not think of pornhub you would think of porn

17:45

x or something else that you get playboy

17:48

wherever the heck else you get your porn but because we

17:50

know that it was easy for me to slot right in

17:53

with this one if you know it i'm sure from the like you were just saying from

17:56

the get-go you you know what they're doing

17:58

so you can kind of draw that line between this ad

18:01

and that product but for someone like me who didn't know anything i wonder where

18:06

that line is going to be drawn for me was nowhere it was just this is a

18:08

beautiful piece of art but it wasn't linked to a product but i

18:12

wonder if other people will see it and link it to

18:16

other forms of that product and say well cool tampax

18:19

if they didn't know any better like how important is that initial brand

18:22

recognition to the ad being forced to give you more

18:27

information or being allowed to take a lot of information out

18:30

i look at a great point so as you look at it anyone that was familiar with

18:35

either pornhub or body form yeah they would then really

18:39

resonate with it like it would the relationship you have with that

18:43

particular brand just goes to another level of depth

18:46

to the point where you'd share it with your friends and family you'd nearly

18:49

become an ambassador of it so it's nearly got this viral or social

18:53

element that you you'd seed it to your peers and that is incredibly

18:59

powerful and if that's what transpires and i had

19:01

a quick look and if we have a quick look now we'll pull it up on screen

19:05

if you look at just some trended traffic for this particular brand when this

19:08

dropped it it's the peak in the last five years

19:11

so it's obviously connected with the audience and they've shared it

19:16

with their peers and it's something that they've really related to and connected

19:20

to but it it gets deeper and more clever than that

19:25

the the hashtag at the end was worm stories

19:28

so they've been running these womb stories for quite some time and getting

19:32

stories from their supporter base you know their fans

19:36

these people that really love the brand and this is everywhere from you know

19:41

young girls 10 11 12 sharing their first period all

19:44

the way through to menopausal women but you

19:47

can obviously see that this creative was skewed to the younger demographic

19:50

it moves fast the animation everything really speaks to

19:54

you know that younger cohort but they've leveraged these real world stories to

19:59

create this piece so they're leveraging their

20:02

customer base to tell their stories and help

20:05

tell these stories that yeah so it's a really clever piece but to your point

20:10

if you weren't familiar with the brand at all and you saw it once

20:14

you'd love it as a piece of art but you may not necessarily understand

20:18

what the product is who it's for but if you had any affinity or you

20:23

had some awareness you'd build a really strong relationship with it

20:27

what's interesting is now that i know what now that you've told me what it's

20:31

for i'd be interested to go look that up to

20:33

see okay that sounds like something my wife

20:35

would like to support and be a part of but i didn't know

20:38

so it makes you question when you're just starting out versus

20:43

deep into the game of being a brand a market of

20:46

advertising how you have to change and move

20:50

with your recognition it's necessarily going the kind of things you can do

20:54

being around for 20 years can be very different than the kind of things you do

20:56

it for two years and then knowing your market too i'm

20:58

sure if they're big in the uk the uk everyone knows them there so they see it

21:01

and they go boom already know what's going on maybe it's

21:04

not even available in australia so to us it's just an interesting thing

21:08

you know what i love too draw this back to we haven't gone to it yet but

21:13

we'll get to in a second the the ad we've selected for the um the

21:17

throwback ad this week hold on to that because something very

21:21

interesting happens in that ad that i want to compare to this ad so but

21:25

at this point right now i want to say that

21:27

this ad tapped into the current uh zeitgeist perfectly we're we're at a

21:34

point in a lot of the world globally where female rights and empowerment are

21:38

stepping up and women are getting sick and tired of being pandered to and

21:43

pretended like everything is cute like i remember it was about a year ago all the

21:48

old period ads used to just use blue liquid

21:51

and poured it on a pad to show how absorbent it was

21:54

it was about a year ago an ad came out and used red liquid and said it's blood

21:58

why do we have to pretend it's anything else like this

22:01

half of the world goes through this let's stop catering to the male audience

22:05

and just make it realistic and that was a huge wake-up call and a

22:09

lot of people gravitated towards that because that's what women are trying to

22:12

say they're like look we exist we're real we don't have to lie about

22:16

how prevalent miscarriages are how menopause hits all

22:20

of us how we go barren how some of us need to take shots to have babies like

22:23

this is real stuff that not one person's having millions are

22:28

so this tapped right into that and is going to move that movement forward so

22:31

they've kind of fit right into this perfect cultural

22:35

moment where they can actually support which is

22:38

really cool when you think about it as a movement you can support

22:41

change around the world while still doing your job

22:44

of advertising and then move things forward while still getting your brand

22:48

out there which i think is just a really cool

22:50

but it's dangerous when we get to the throwback episode we'll come back to

22:54

this point and we'll see how things can change

22:56

over time but at its essence it's storytelling so back to worm stories

23:01

it's telling stories and you can see you know 5 10 20 years

23:05

ago everyone that was producing ads for

23:08

tampons that were probably mailed or had some

23:10

sort of male influence because it was literally

23:12

a cup of water here it is problem solved you know there it is

23:16

that's your technology more so than the brand and technology now has probably

23:20

got to a point where there's not a huge amount of innovation

23:23

that we can have there's only so much that you can absorb and everyone's

23:26

playing it at a similar field so what can we really do we can build a

23:29

really deep and emotional connection to our audience and this is where this

23:34

is this is i feels gone in a very compelling way

23:38

it's telling compelling stories that really connect

23:41

and as you start to think about storytelling what is storytelling

23:45

and i remember being in uluru and was sitting at

23:49

dinner in the night sky and all you could see was the stars and we had

23:52

people telling stories about the indigenous people of

23:54

this country and their stories through both song and dance

23:58

was the way they used to navigate around the land and the country

24:03

so as you see them sing and dance this is the way of

24:06

actually embedding the memory so when they navigate from one side to the other

24:11

they know the path they know the dangers and what to look out for and the

24:14

milestones and i just can't stop thinking about the

24:18

the power of telling a compelling story and through this you can see the visuals

24:23

of the woman that's just found out that she will not be able to carry

24:27

a baby you know literally the lights go off and it's this desolate landscape

24:31

you know inside the garden that was supposed to be there that was once

24:34

fertile you know but the power of storytelling

24:36

so in terms of your view jared like why is story so powerful for humans

24:43

so the brit the brain works in pure narrative like we

24:47

i'm not being metaphorical when i think that when i say that the brain

24:50

works in story so when you break a story down

24:53

there's really only three essential ingredients you need for something to be

24:56

a narrative it's a cause and chain so we call that

25:00

the physical thrust events have to happen

25:02

in an order that you see this one caused this one to happen

25:05

this one was precipitated by this at the same time then you need what's

25:10

called the psychological thrust characters or

25:12

the audience have to feel a certain way as these events are occurring so it

25:16

can't just be a flat thing you have to feel good feel bad

25:19

with these cause and effect moments and then the third thing is you need an

25:22

audience a story without a person is nothing a story in my head

25:26

is not yet a story until i share it with you and you give me some feedback about

25:30

it that is when we you look at how the

25:34

brain actually organizes the world that's its normal pattern cause and

25:38

effect emotional valence socialization so just think about when

25:42

you dream when you dream it's a mishmash of events like when you

25:45

wake up and you try and tell someone a dream

25:47

you always have to bail out because it sounds so stupid when you're awake

25:50

you're like yeah i was on a horse and then i was

25:52

in an office and i was taking a test i'm sorry this is horrible

25:56

when you're awake you recognize it doesn't make any sense but when you're

25:59

asleep and in the dream it makes perfect sense because that's your brain drawing

26:02

a cause and effect chain yes of course you're in an office after

26:06

riding a horse and then after an office you have to take a test that's the way

26:08

the world works no it's not that's your brain

26:11

building a cause and effect chain assigning emotions to each of these

26:15

moments and that's your narrative so whenever

26:17

you get a good story a good narrative you're literally just riding the rails

26:21

that already exist in the brain you're that's the way the brain wants to work

26:24

you're just saying sweet let me pop my train right on and let's go you're not

26:27

fighting against anything you're going with the flow

26:30

now the interesting thing about narrative too is that i think you just

26:33

nailed it is it comes in a myriad of forms

26:37

it in the western world we tend to favor words

26:41

we write and we talk we we literally narrate

26:45

our stories but they don't have to be cause and effect emotional valence can

26:48

be demonstrated through dance through music through all these other

26:51

realms so i remember when i was going my original degree i was a

26:55

i went to film school back in another life and the very first

26:59

film class you get to take where you make movies you're not allowed to use

27:02

any dialogue you can't use any narration you can only use

27:05

images the film and sound music and everyone hated it oh gosh we

27:12

couldn't stand it but by the end of it you recognize why

27:15

because the teachers flat out say if you can tell a story visually without words

27:20

then the words become icing on your cake but this medium that we're using here

27:24

film is a visual medium learn how to use it

27:27

and like you said this ad did that perfectly it shows you don't

27:31

need to tell a story you can live a story you can enact a

27:34

story and the more you less you tell it to me the more you let

27:37

me experience it the more i start to mentally simulate it up here

27:41

i'm part of your story and now i'm in it's not just your story it's our story

27:46

and off we go that's the socialization aspect of the storytelling

27:50

and it works so much better with visuals than it does with auditory just text

27:54

so i think this is my old film professors would have loved this they

27:57

just said that's what we're going for you can tell

27:59

the deepest story without ever saying a word because storytelling isn't an oral

28:04

thing it can be but it's everything else so

28:07

use your medium to the best of your abilities yeah in

28:10

terms of memory and story is the the most vital elements is it

28:16

looking at the emotion that you're like i'm just curious from

28:20

your experience when you are telling a story what parts

28:23

do you recall how do you really embed memory it has to

28:27

be so believe it or not it has to be both so

28:30

you've seen those ads where like the dogs are all getting beat up

28:33

and then it shows a whale and the whale's crying and you get really deep

28:37

emotions from those ads but you don't really remember

28:39

much about them other than damn that was sad and then you've had

28:43

unemotional narratives where it's just a cause and event cause and effect

28:47

chain of events where things happen like i'm thinking this is gonna suck

28:50

but there was a movie a couple years ago one best picture called 12 years a slave

28:54

which was two hours of pure depression cause and

28:58

effect there was a cause-and-effect narrative but the emotion was

29:01

nothing but sadness and depression so most people remember very little about

29:05

that movie so it's the combination of the two once

29:08

you get emotional swings and it can't just be an emotion it has to be

29:11

emotional movement with cause and effect that's where you

29:14

get your memory boost anyone in isolation

29:17

doesn't really do much for memory it's a combination of the two that allows you

29:21

to form a chain that for whatever reason that's our

29:24

brain's natural pattern where it goes ah a narrative

29:27

store that my schema off we go so that way just any time you come across

29:31

patterns like that in the future you can tap

29:32

into that narrative remember the whole narrative and that helps you make sense

29:36

of future patterns so it turns out it's not just the pure

29:39

emotion and it's not just the pure cause and effect physical movement it's

29:43

the combination of the two that seems to matter

29:45

so it's sort of pleasure pain it's you've got to elicit some sadness but

29:50

then you've also got to inject some some happiness and elation in there and

29:54

you can still do that i mean i could i could sit in a lab and just show you

29:56

happy pictures and then sad pictures and then angry pictures

30:00

but you're still not gonna remember much of those pictures until i tell and

30:04

link him into a cause and effect chain because this then this

30:07

and then vice versa if i just give you events without any emotions most people

30:11

never remember those events that's most of school

30:13

you get events without emotions it goes in for about a week and then it's gone

30:17

so it's the combination of the two that and again i'd love to say that there's a

30:21

i can tell you the exact chemical cascade but we don't know it just seems

30:25

like that is the base pattern of the brain so when

30:27

you tap into that natural working pattern boom the brain's

30:31

like yep that's what i do and it just gets right in there yeah so

30:34

you got a narrative you've got a storyline

30:36

and then as you're going through the storyline you're just sort of

30:39

fluctuating between the peaks and the troughs

30:42

and you need both of those if you just constant high or you're constant low

30:47

it's nothingness that's why a lot of comedy films if you think about it a lot

30:50

of comedy films are fun when you're watching them

30:53

but you don't remember much because if they're just pure comedy the whole time

30:56

it's like okay cool and it just seems to go away

30:59

but those comedy films which kind of bring you down and then back up and they

31:03

become real you're like wow that one really kind of

31:06

hit the heart made me cry you tend to remember those more like i

31:09

think my favorite comedy of all time is what planes trains and automobiles

31:13

um back in the day and at the end you're actually crying at that movie

31:17

and like that's that's why you remember it so well it's because it wasn't just

31:20

two hours of joy or two hours of sadness it was a movement and once you make that

31:25

switch that move between emotions that's when you really

31:27

start to get these boosts interesting and just like great loves

31:32

movies or movies about love or you know which is one of my

31:36

wife's favorite genres you know we even just watched slumdog millionaire which

31:39

was yeah it was interesting in gangs i

31:41

haven't seen it in many years but yeah there's a lot of

31:45

uh really heartfelt moments in there where you just can't even believe that

31:48

this is this happens on our planet and then you've got these

31:51

really nice beautiful pieces of you know children and kids coming

31:55

together and lovely stories within it but

31:58

you know love stories seem to have this pain but then there's this love or this

32:01

intrigue as well so it keeps you on the edge of your seat but

32:04

yeah interesting in terms of they say who is um

32:08

um uh kurt vonnegut he spent a huge chunk of his career just coming

32:12

up with story movements like trying to find the archetypes of stories

32:16

and he said the most the one story that once you write it

32:19

you're gonna get a million dollars every day of the week

32:22

is a story that starts with your lead character in a downtrodden spot like

32:25

let's just take cinderella sad out out of my luck nothing's going

32:29

to happen then throughout the story things get

32:32

better and better and the emotions start to get better and oh i got a date no i

32:35

got some friends and all shit's going good

32:37

and then right at the peak you take them all the way down to worse than they were

32:41

before oh i lose my slippers everyone's beating me

32:43

again my life is right back to normal and then you flip it and bring it higher

32:47

than it was before so it's this kind of slow build

32:50

quick release back up to the top and that

32:53

that really quick movement at the end seems to be the one that we

32:56

love the most and he wasn't joking he's like man every movie

33:00

that has that ends up being a really popular movie because that just seems to

33:03

be the one flow that just taps into our emotions

33:07

perfectly he's like yeah that's it the underdog oh yay type of story

33:13

look at the film guy he's here i know i'm bringing all my old school stuff i

33:17

should bring my brain stuff and now i'm bringing my my

33:19

narrative stuff today i love it but yeah both of these had

33:23

like a correlation between stories so i just want to spend a bit of time and get

33:26

your thoughts on it and that's been amazing but tango energy this is the one

33:31

the this is a an interesting one because

33:33

it's a brand that hasn't been on tv it hasn't been

33:38

uh had a big above line campaign or really much attention at all

33:41

so this is the first step for them and interesting time to go live because it

33:46

was in the middle of covert they had to shoot this during lockdown

33:49

so their hands were tied in many different ways

33:52

but we'll cut to it now he's the latest from tango energy

34:00

just tell us what you want no more confusing offers

34:08

okay just like prices okay and uh energy with a clean conscience

34:17

it's okay sure not a problem okay great thank you take charge and

34:24

switch to tango energy today so there we have it tango energy shot on

34:29

a on what was a relatively shoestring budget

34:32

and you can see social distancing was in place and all things considered they've

34:36

done a reasonable job with the cards or dealt

34:40

you know shooting their first tvc during a pandemic

34:42

not an easy situation for any brand um interestingly enough electricity

34:48

brands what is an incredibly commoditized

34:51

industry it's electricity how do you differentiate yourself

34:54

uh which has led to to this one you can see they've started

34:58

the end and they've tried to build their creative and tight

35:02

tango theme so you know you can see the subtle tangled colors throughout which

35:07

might be the megaphone you can see the orange lamp in the lounge room

35:10

even the lights on the mock police cars they've tried to connect

35:14

the tango branding throughout but it's very subtle and it's very weak

35:18

uh this ad does get your attention you know anything with lights and sirens

35:22

typically does have that effect on us uh it usually signals emergency so

35:27

we do tend to pay attention and literally just from the outset it was

35:30

lights and sirens it had a subtle use of a trusted advisor

35:34

so that was a lady with the microphone so she does present reasonably well

35:38

she's happy and communicates service so a great call in and i think she was a

35:44

good uh actress for the role

35:48

um but i'm really curious where they're gonna take it from here they're gonna

35:52

pivot and take in very different direction

35:54

it's hard to really build on this idea and style like what can you really do

35:58

with it and it's very unmemorable from from many different respects

36:01

like it could have really been any brand like it

36:06

you could have slapped an agl you could have slapped

36:09

an energy australia on the back of this ad and it really could have been anyone

36:13

so how do you position in a really cluttered market

36:16

you know i probably would have liked to have seen a longer version of this maybe

36:20

even a 45 or a 60 so something that gets your attention

36:23

holds it and has a really simple proposition but i'd want what you'd call

36:29

like a reason to believe an rtb or some sort of proof point

36:33

justify why you've got cheaper rates like justify tell me a little bit more

36:37

about who you are and why i believe and i know the objective of

36:41

this is just to get attention and a little bit of interest hopefully

36:45

then they go to the website which i believe it will do

36:47

it will get some traction but the motivating driving force to get someone

36:53

to go all the way through to become a tango customer

36:55

there's some weak linkages there so in terms of conversion this could be a real

36:59

challenge for them so they may get some interest and they

37:01

may get some attention but it'll be short-lived while the ad is running

37:05

but post any ad spend no one's going to recall this ad

37:09

or tango for that matter so yeah i'm i'm really curious to see where they

37:14

take it from here but jared what what were you thinking is

37:18

you're watching this piece of creative yeah i'm with you this was this was um a

37:22

very safe bet for them it feels like a commercial

37:26

i've seen a hundred times or at least a scenario i've seen a hundred times

37:30

and it took me a second to recognize that i really didn't

37:35

like it um because i i think i got it okay it's gonna be easier it's gonna be

37:42

cheaper and i think they're more economical or i

37:45

mean more environmental excuse me um but that's kind of where i wish you

37:50

would put your focus what differentiates you i'm

37:54

guessing and and see the fact that i even have to

37:56

guess is probably the sign that something wasn't nailed in this one i'm

38:02

guessing that they were they're an environmental that they're a more green

38:05

energy which is lovely to tap into that's a

38:07

really good time to start hitting that market to say we're an energy company

38:11

that's giving back to the environment cool then freaking tell me that

38:15

don't make me guess that and laugh my way through something and be like that's

38:18

giggly that's cute and then just have a little leaf in your

38:21

logo and assume i'm gonna make the connection deep

38:25

enough so i just when i came back to it i realized yeah

38:27

there's it's it's smooth like you said i didn't know it was done

38:32

during covid but it's it's well produced for what it is um it just feels like

38:37

uh someone playing a really safe out of the box game and i'd

38:41

much rather be like tell me why you're important bring me

38:44

bring me a little bit more even if at the end they would have just spent that

38:47

five seconds at the end to say no locking contract fee know this the

38:51

first green energy company in australia giving back to the environment

38:55

boom like even just give me five seconds where you just tell me

38:58

stop the joke stop the comedy tell me what the hell is going on

39:02

and off we go because you got my attention now what are you gonna do with

39:04

it all you're gonna do is show me a logo

39:07

okay so i mean i'm i think i get what they

39:11

were trying to do with it i just they never tied it enough to their brand to

39:16

make it stick stick out make me go okay i understand you now more than anyone

39:20

else yeah uh just picking up what you said

39:23

there with green energy you know it's a commodity so if any

39:27

commodity price is an absolute must you've got to be playing at a really

39:33

competitive rate so it's a given you know do you really want to just play on

39:36

sheep not necessarily but i think it was an episode a couple ago we were talking

39:41

about pizza and then pizza delivery so in that

39:44

example we're talking about pizza who owns that

39:47

it's pizza hut when you say pizza you think of pizza hut

39:50

and then when you say pizza delivery what do you think of

39:53

go to dominios which you know right now pizza delivery is

39:59

far bigger category than what pizza is so they've really owned it and

40:03

this is just coming through now in terms of energy

40:06

you know who owns energy when you think of energy what brand do you think

40:10

of you know it's usually kind of the big three so it's energy australia

40:14

agl yeah um and origin they're the dominant beasts

40:18

so for these type of brands they're gonna have to own

40:21

you know two words not necessarily just one

40:24

so what are those two words really going to be

40:27

and there's you know there's australian energy and

40:30

interestingly enough uh this company is chinese owned which they've had

40:33

a little bit of backlash online about yeah especially right now with what's

40:38

going on with the geopolitical tension you know there is a little bit of

40:41

backlash around that but australian energy you know red energy's doing a

40:44

really good job around owning that as a term

40:46

green energy you know which you just mentioned there absolutely growing

40:50

category but i'd argue powershot is probably

40:53

doing the the best in that particular category trying to

40:56

own it the other one's renewable and with tango i i did do a little bit

41:02

of digging and they're actually on the rate the

41:05

retail arm for pacific hydro so pacific hydro have got a range

41:11

of wind farms and we've also got a range of

41:13

hydro plants as well so they're very big on renewable

41:16

so this becomes really interesting so who really owns renewable

41:20

like momentum probably arguably do now because they're owned by

41:24

hydro tasmania but if you start telling this story that you know where the

41:28

retail arm of pacific hydro the more you partner with us the more

41:32

projects we can actually fund and become more and more renewable

41:36

yeah i i think there's a nice link there but

41:40

yeah i i think you've nailed it it's got to

41:42

be the second word it's you're in the energy field cool

41:45

the energy field is sapped you can't you're not gonna be

41:49

if you're in the burger world you're not gonna beat mcdonald's you what you're so

41:52

if you said environmental energy and your logo had the leaf

41:55

but then you had the solar far or the wind turret somewhere you had

42:00

if that's your thing let that be your thing let that sing what does that have

42:03

to do with a cop in a standoff situation i mean what was this was this guy

42:08

killing somebody or did he hold someone hostage like what is

42:11

i'm very confused as to like i wish they would have tied it into

42:15

that the environmental who was i holding hostage the environment

42:18

why because my energy is just pumping out gas well we can release you

42:23

tie it in there that's your thing own that what's your second word

42:26

i like that idea yeah but yeah just going back it is a commodity you do need

42:30

to be very efficient people are looking for cheap rates but it is

42:34

it's a very confusing market no one really knows like this is where

42:37

comparison who's good who's not i don't really know what's my customer service

42:41

arguable but it's from a brand perspective what are the one or two

42:46

words you were going to own and this is the

42:48

opportunity for tango or any any energy company out there that's trying to

42:52

take some market share let's look at a category that's going to be growing

42:56

you know which i'd say australian energy yes green energy

43:00

yes and renewable absolutely what does that look like

43:03

renewable on mass so that is hydro it is wind farms

43:07

but i'd also say and argue that it's renewable from home

43:11

so there's a potential play for them that anyone that has solar panels

43:15

or creating their own renewable energy how do you become

43:19

the preferred energy company for for these particular households

43:23

like the opportunity is absolutely there it's just how do you position

43:27

but then own it rather than dancing around and being a little bit

43:31

entertaining getting some attention and a little bit of interest

43:33

and hoping that'll flow through your funnel for

43:36

short term yes you'll get some some roi long term

43:40

as soon as you stop spending on this you're gone

43:43

it's like a little bit of peak but you're back to your baseline

43:46

so yeah again an interesting one with tango and you're right if you think

43:50

about that trusted advisor there's nowhere to go

43:52

for her what are they gonna do this ad again with a different

43:55

guy saying what are your demands and then a third ad where there's another

43:58

hostage situation what are your demands it's like unless

44:02

that cop would have done something more and turn to the

44:06

camera and helped out some kids and it's going to be a real tricky you're

44:10

right it was a good out of the gate but it's going to be gone

44:13

sad but and that's on your long-term branded assets what are you going to

44:16

continually invest in you know compare the markets they've invested in the

44:19

meerkats forever and a day like you need something that you're

44:22

going to continue to build and leverage yeah and it was just you know what took

44:25

time i i've been paying attention to i've

44:28

it's always been around and to be frank i still don't get it

44:32

but what is that one brand that does the ads where

44:35

it's like paranormal stuff is happening quote direct or some

44:39

stuff oh budget budget directed direct that is the weirdest

44:43

it i i think it shows two things one it shows

44:47

if you do anything long enough people will eventually start to recognize it

44:50

and so that was that was one like i've been seeing that for about two years

44:54

and only recently i've been like damn they keep showing these paranormal

44:57

things i don't get it i don't get why but at

45:00

least now i've seen it enough that i'm like okay you're the paranormal

45:03

there's a dragon this episode what do you do

45:06

so i don't get it but at least it shows that if you do something long enough you

45:09

can get it to stick out do you know the creative that was

45:12

before that for budget direct yeah no i'm

45:17

i'm seeing a purple screen in my head that's it so they had a character called

45:21

captain risky oh the dude on the motorcycle who'd go

45:25

through the house on yeah yeah yeah what happened to him so

45:30

they killed him off wow like interesting because he he

45:34

became quite a character and it could have been a

45:37

change of cmo changing creative agency they just

45:41

didn't want to continue with captain risky

45:43

but he was brilliant i loved him because he was

45:46

he got attention he was relatable but in essence he told the story that we don't

45:50

want to insure risky people because that's how we keep our premiums low

45:54

like there's a really simple story narrative that sits below it

45:57

and very easy to correlate but yeah i had a lot of time for captain risky i

46:01

thought he was great i was a little bit disappointed when they killed him off

46:04

and they moved to this you know paranormal what's going on

46:08

yeah x-files type but they haven't they haven't locked down the two characters

46:12

well enough on the paranormal like i s i recognize the guy kind of but you have

46:15

to make it clear captain risky comes out and says his name every freaking time

46:19

before he goes flying through a wall these two it's like some days you see

46:22

the girl sometimes you don't sometimes you see the guy sometimes you don't

46:26

it's too all over the shop but at least i guess the point i was trying to make

46:30

is i i started to recognize it but it's taken

46:33

years so i guess you could pick this woman

46:37

this cop to be your trusted advisor it might take a couple years to get there

46:41

or you just start with something out of the gut the gate that people like okay

46:44

cool you've opened up enough of a window stunt man i can do anything i want i'll

46:47

shoot him out of a cannon i'll jump him off of a cliff who cares

46:50

you open up enough of a window that you can keep this thing going as long as you

46:53

need to that's why i reckon this is a real

46:55

short-term play it's like let's have a crack

46:58

let's see what we can get the long-term long-term branded assets hasn't really

47:02

been considered all they're looking at is take charge

47:05

tango which isn't that sticky anyway and doesn't really tell their story

47:09

because take charge there's a nice little play on energy but it doesn't

47:12

really mean anything so yeah i think from a long-term branded

47:16

assets and where they take it from here i'm very curious to see where tango take

47:20

this creative and what they're going to invest in from a brand perspective

47:24

what are they going to stand for and what's the one or two words they're

47:26

going to own in consumers minds but that's it from tango now we'll jump

47:31

to our classic creatives which we have from

47:36

several years ago i think it was over 10 years ago now

47:39

this ad from pure blonde

48:18

uh

48:28

swinging to the left

48:43

there we have it pure blonde one of our classic creatives jared you mentioned

48:47

you wanted to come back and revisit this one

48:50

especially after looking at the latest from pornhub and what we've got from

48:54

body form so where where did you want to take this

48:57

okay okay this shows how the cultural zeitgeist

49:03

changes and sometimes it changes right out of your dimension and what was

49:08

once relevant is now so irrelevant that you've just got to

49:12

say well that was that was a moment in time that made sense so here

49:17

we've got i totally get what they're doing and i kind of

49:20

oddly love what they're doing so you've got a beer company

49:24

that has to a differentiate its beer in some way but b

49:27

recognize that most of its clientele are aussie blokes

49:32

so what do you do you make the beer look beautiful and then you bring the aussie

49:36

bloke in to be like yeah screw you all so now i what i've done is i've given

49:39

you something nice to show you how i'm different

49:42

but i've shown you that i know who my customer is so come in and do your thing

49:46

10 years ago that aussie bloke coming in with that van

49:49

was most definitely the customer of pure blonde today

49:54

outside of maybe some outskirt towns i don't think any aussie bloke wants to

49:59

be seen as that type of person especially as the

50:03

environmental stuff changes you don't want to be the guy to be like cool when

50:05

i drink beer i destroy perfection you don't want to be the guy goes yeah

50:09

it's an aussie bloke what do i do i drink all the time and

50:12

throw birds through the air i'm just one of those aussie blokes

50:16

it's kind of like that that masculinity that was really prevalent 10

50:20

15 years ago is slowly starting to to turn down and now the younger drinking

50:25

market the people who will be buying beer

50:27

don't want to be seen as that they don't want to be characterized as that kind of

50:31

aussie bloke they want to be a different type of

50:33

man so this ad would have hit perfectly 10 years ago but i think you play that

50:39

ad now you're going to get more flashback because the world has changed

50:43

enough to make you go ah oh no that's not cool like it's funny

50:48

it's cute i actually really appreciate it and enjoy it especially if

50:53

they would have just stuck with the clea i think they can bring back the total

50:56

pure blonde clean environment i think that was good i'm

50:59

like oh man that's that's what i want to drink

51:02

that should be the energy ad showing me some leaves showing me some water

51:05

trickling and then being that makes me think clean yeah i'm in

51:08

stick with that that's fine but i don't think you can bring in the i'm

51:11

gonna destroy the environment now and tear up weeds

51:14

and kill birds i don't think people are gonna resonate with that one too much

51:17

anymore so love loved it for the time but you see

51:20

once the zeitgeist changes once the culture changes

51:23

some things change with it some things don't

51:27

very very interesting totally agree um when you look at the brand

51:31

this is pure blonde so that is the brand name so it played on all things pure

51:38

yeah and as you're drinking a beer you want

51:41

oddly enough it was nearly like as you were drinking a beer you nearly feel

51:45

like you're drinking something healthy you know not knowing that you know beer

51:49

and alcohol is a toxin but it would feel fresh you know those those memories

51:53

would just come flooding back like unlike the tango ad we just saw

51:58

that literally just had a brand slapped at the end and it could

52:00

have been any brand there is no other beer brand that could have had

52:04

pure blonde you know so it had this pure with baby animals you know frolicking

52:08

through the grass through you know to these

52:11

nearly beautiful swedish blonde head you know in white nearly

52:17

characters you know in an oasis they were like pure

52:21

blonde you couldn't have created that world any

52:25

more um perfectly than what they did and then

52:27

really relatable for the aussie character to come in you know

52:31

grab a bird beak open a beer can with the bird beak

52:34

do you know and then just throw the pigeon away so uh

52:37

yeah a great ad really resonated with the market at the time where b

52:41

was so saturated how do you differentiate yourself

52:44

cool let's create a really fresh crisp you know that type of

52:48

image that they have done so there was a reason this really

52:51

boosted this brand to be a juggernaut that it once was but to your point

52:56

you know the market share a pure blonde compared to what it once was

52:59

you know it's it's it's a shell of the brand it once

53:03

it had so it goes back to the market shifts and you've got to change

53:08

your image with the times otherwise you do become

53:11

you know a legacy brand and vb's got the same challenge now it's a very masculine

53:16

manly brand always has been it's probably an ad that

53:19

should be or several ads we can review at a later time why did it connect to

53:22

that masculinity and that identity of what an australian

53:26

really is whereas right now what are the b brands

53:29

that are really flying i know you're a craft beer

53:32

enthusiast but you think of it if you think about the masculine brand

53:38

great northern has kind of tapped into the new masculine brand for australia

53:41

where it's not trashy australian bloke it's we

53:46

go into rivers we hike we go make fires and stuff like it's masculine

53:51

without being gross for lack of a better word and i

53:56

think vb got stuck in that where the as long as it crickets on you'll see vb

54:00

but they're tied to nothing else because they're not

54:02

they can't be that old school masculine the young beer drinkers don't

54:06

care about that anymore they don't want it anymore so that's why i think that

54:10

you i think you nailed it the pure blonde i think could still

54:13

bring back that purity aspect i still love that and think why

54:17

why not comparatively if you gave me a beer that i thought was

54:20

healthy if you could still somehow do that without calling it like low-carb or

54:24

low-fat light beer cool i'm totally down like i want some water that looked

54:29

really nice but as soon as you as soon as you

54:32

then juxtapose and this kind of goes back to the comedy thing at the

54:34

beginning what is comedy prediction break with relatability

54:37

enough that it's cynical towards me 10 years ago yeah prediction here's

54:42

beautiful prediction break here comes something totally out of the blue

54:45

and it's cynical enough because it's making fun of me as an aussie bloke but

54:48

i really recognize all those behaviors yeah i do that yeah i'm kind of a slob

54:52

yeah i am hahaha that's cute now you do the

54:55

prediction break but i don't think enough people are

54:58

going to relate some of the old folks still will but i

55:01

don't think enough people are going to relate to that

55:03

break to make it cynical enough they're just going to say oh i don't want to be

55:06

that oh that guy's trash forget you if that

55:09

guy's drinking pure blonde i don't want to drink pure blonde

55:12

so it has to be close enough to me relatable enough

55:15

that i find my own cynicism and i can laugh with you as opposed to just go oh

55:19

that guy trash man i don't know if pure blonde drinkers look like that

55:24

i'm going back to my craft beers forget it so you go

55:27

go just to summarize you go from pornhub body form pure blonde they really

55:33

understand understood exactly who they were

55:36

communicating to and they were relevant to have this you

55:40

know for some of them cynicals but others

55:42

uh just understood what they were going through yeah and

55:46

they empathize and could relate whereas right now

55:49

you know pure bond doesn't have that so it's nearly repulsion rather than

55:54

i want to be more like you i love you i want to be a part of

55:57

i want you to be a part of my life so yeah great and then that's what the

56:01

energy company just missed it doesn't have no audience that it was shooting at

56:05

it wasn't it it was going back to the energy thing is

56:09

environmental angles people will pay a premium for the

56:13

environment it's the where you go to whole foods

56:15

and you'll pay ten dollars more for vegetables because they're organic

56:20

why because the people who are interested in organic and environment

56:23

are willing to pay more for that they don't want to it sucks i

56:27

wish i didn't have to pay an extra two dollars for a head of lettuce

56:31

but i'm willing to do it because i'm trying to do what i can for the

56:33

environment so in that case if the environment is

56:36

your goal it's okay i would almost say pull back the cost and focus on the

56:40

energy focus on the environment stuff because the people who

56:43

care about that if that's your audience they're not the ones looking for a deal

56:47

they're the ones looking to help the environment so i mean

56:51

don't i mean at the end of the day don't price gouge them

56:54

but if that's your audience shoot towards the right who are you talking

56:58

to i don't know who the heck they were talking to with the energy one but that

57:01

also would come down stickiness as soon as you're a low cost or it's

57:04

just on price as soon as someone else is cheaper you're moving

57:07

like it really is that commodity but you want to build that base of raving fans

57:11

to the point where you know body form raving fan customers

57:15

they will share that ad on their socials and their peers

57:19

and become that trusted ambassador for that particular brand word of mouth

57:22

marketing is the most powerful form of marketing

57:26

bar none so how do you actually get a group

57:29

of raving fans from an energy company very very challenging but not out of the

57:34

uh it is doable in some some form i think you just gotta and

57:39

this is where you hit that point where you say

57:42

sometimes a small market share who's really devoted is

57:46

all you need i think too often we try and shoot for everything i remember this

57:50

gonna sound bad for me but the first book i wrote i

57:53

made it so general i'm like i'm gonna make it for

57:56

everyone hey everyone come in it's for parents and teachers and

57:59

kids and this and and you get nothing but then you make your next book and you

58:04

make it only for like year three teachers of math and all of a sudden

58:08

boom you get your market so there's there's a fear of saying

58:12

we're shooting for this 10 of people because you think oh i'm going

58:16

to cut off my legs i'm losing 90 but no if you know your customer base go

58:20

for it you can build a huge pool and they're going to be with you

58:24

the whole step of the way and that might be more

58:26

than shooting for everyone throwing out that wide net and getting absolutely

58:29

nothing there was a it's a i love that point

58:32

because it was an amazing creative i worked with and this was early on in

58:35

my career and it's always stuck with me and we're writing a set of radio scripts

58:40

and we're looking at who is the audience like

58:42

specifically who is it i want to know literally to the person are they a 33

58:47

year old female they live in beric they got two kids they're really stressed

58:50

they're not in a great relationship you know they they shop at coles like

58:55

really specific and he would literally write an ad for

58:59

that one person and his theory and belief was it if i

59:03

write so specifically to this person that will

59:06

love what i'm writing and i'm solving her problems

59:09

the people that are similar to her will tune in and they will listen

59:13

i will communicate to them but if i'm trying to communicate

59:16

mass i'll end up not communicating to anyone

59:20

yeah so it'll just land on no one's ears so i just want to talk to

59:23

my cohort my people i want to be so relevant that they just

59:28

can't not hear what i'm saying because am crafting this message for them

59:32

specifically and it's really stuck with me and

59:35

creatives like all the way through to this day

59:38

i go who are we talking to who is that person i don't want to know it's for

59:42

25 to 54 year olds that live in melbourne do you know

59:46

i want to know who is this at what problem are we really solving who is

59:49

this person i'd rather have five percent of people

59:52

you know that love my brand and that is my base and it's so strong that we can

59:56

build on rather than trying to be everyone's best

59:58

friend when it's just never going to happen

60:00

so now i'm thinking and i don't i'm not a creative

60:04

man myself but i'm thinking now let's go back to the energy ad

60:07

who's the people that you're shooting for what if you pulled that back

60:10

and instead of a hostage situation which still has nothing to do with anything

60:15

the more i think about that the sillier that idea is

60:17

what's the one thing that if you're going for the environmental crowd what's

60:21

the one thing they can relate to it's at 6 pm someone's going to knock on

60:25

your door from an energy company and try and sell you energy so that

60:28

becomes your flow where you've got your one customer and everyone just

60:32

keeps knocking on his door trying to sell them energy

60:34

you feed in your differences there to go okay are you environmental no

60:38

are you environmental no are you environmental and finally this last one

60:42

comes in and you can say yes we are we're highly green energy we're

60:45

hiding this this is what we want to do please come in so i mean it's just one

60:49

of the thing where now you've you've told your audience who it is i'm looking

60:53

for i don't i don't care about this i don't care about this no one is doing

60:56

the one thing i want except us we're the only ones out of

60:59

these 10 people knocking on your door who are going to answer the question yes

61:03

we are going to give you green energy boom congratulations like i don't know i

61:07

mean it's it's not super creative but do you know at

61:10

least then you're saying it's so if i'm watching this commercial and i don't

61:13

care about the environment i'll laugh at it and be

61:16

like hey that's silly but someone like my wife and me will be

61:18

like that's us okay thank you let's take a look at this but right

61:23

there you've got you could have a trusted advisor which

61:26

is a customer that's at this house do you know you

61:29

create a house in a particular suburb that feels like a

61:32

suburb that you want your customers to be living in

61:35

yeah is it like a 3-4 bedroom brick veneer

61:38

in beric you know let's create that scenario and that's who we want you know

61:42

who's it though you know it's a 45 year old with a

61:45

couple of kids in the background that's caring about the environment or

61:48

you know you could start building some characters that are telling your story

61:53

and you could create the the problem with you know you know

61:56

dirty scummy looking sort of door knockers trying to sell energy

61:59

at lower rates and all the rest of it and they can just ask a couple of

62:02

probing questions but really and that's where i was nearly thinking

62:06

as you're talking energy needs leaders like it really

62:09

needs a brand and leadership on where are we taking

62:13

this what are we trying to do like at the moment the government's

62:16

really struggling with leading the conversation around energy you know

62:20

they're fumbling their way through trying to please the masses and pleasing

62:23

no one at the same time so there's an opportunity for a brand to

62:26

go you know what we want to be renewable and we want this

62:30

country to be renewable we've got a range of hydro wind farms we

62:34

want to invest more the only way we can invest more on these projects

62:38

is by you helping us join our cause like that's the opportunity to lead but

62:43

then you're also bringing your cohort with you

62:46

and anyone that's going you know what i want to get behind that

62:49

i'm there do you know i'm happy to pay even if there is a five or ten percent

62:53

premium and tango i don't think there is they're really low cost yeah again you

62:57

can't choose your energy and the energy just goes into a pool and everyone pulls

63:00

it the only thing that can control how many renewable projects are in this

63:04

country so that we can pull more renewable energy rather than

63:07

coal as such but yeah i i love that to the point now i really want to go to

63:11

tango and just go hey guys

63:14

listen say everyone sit down all right picture this

63:18

but i said i love it yeah i think that's funny and when when you think

63:21

okay the guy getting out of the the truck and the pure blonde ad

63:24

probably not gonna love that advertisement fine that's not your

63:27

market who you shooting for make it specific

63:30

yeah build that customer of raving fans and

63:32

if you go all the way back to apple that's all apple did apple wanted to own

63:37

you know nerds as such and they created creative just to speak

63:41

and i remember reading about apple the ad was only intended

63:45

to reach about a hundred thousand they bought mass it was about a hundred

63:48

thousand people they really wanted to reach which was the

63:52

highly intelligent nerdy community that understood what they were trying to do

63:56

and the play and they became the raving fan customer

64:00

base to build from so again know your

64:04

customer who is it own them and get them behind your calls

64:07

but great point but dr jared thank you for

64:10

joining us on episode four four man we're getting far thank

64:15

you and looking forward to episode five one

64:18

of these days love it over and out goodbye from us

64:42

you