CHRISTMAS MARKETING BURGLARY INTO OUR BRAINS

We expected that with a post regarding Christmas we would be predictable, therefore we decided to write and reflect about Christmas marketing after this busy period…

The BBC business news provided us with the following:

Among a survey of 1,000 Brits interviewed on behalf of the Advertising Association, nearly half said they had been moved to tears by Christmas ads they’d seen.

One in six also said they have changed plans to watch the premiere of their favourite Christmas ad.”

It’s a huge challenge set for marketers, since the BBC announced, that within last seven years, spending on ads has jumped nearly 40 %!

Don’t invite a burglar for Christmas

DM2 Agency prepared some Christmas connected ads, you can find them in our portfolio. Let us focus on the one that is connected with the most recent and one of the most popular in Britain 2017/2018.

We were engaged in advertising campaign for Gerda – leading manufacturer of innovative security products and services. Its aim was to advertise their products such as anti- theft door and locks. We decided to refer into the emotions and came up with a slogan: “Don’t invite a burglar for Christmas”. The Police Departments were involved in information campaign, cautioning the society. We managed to evoke imagination and emotions.

The idea of such threat was also used in this year’s ad of Marks & Spencer. The cute Paddington Bear has mistaken a burglar for Santa. The whole story is very nice and heart-melting. However it caused a big fuss, with the final “Thank you little bear” being overheard as “F…k you little bear”. The rumour aroused. The Advertising Standards Authority (ASA), has been implicated in the action. On 14 November, the following statement was published the Guardian’s website:

 “Whilst we appreciated that some viewers may have misinterpreted this, the ad did not contain a swearword and therefore did not break the rules,” said a spokesman for the ASA, which will not now move to formally investigate the TV ad.”

As marketers, we started to wonder, was it all incidental or maybe somehow intended? For us, it looks like a neuromarketing trick. We know its power, we use it in our campaigns, and it definitely is a successful move.

James R. Phelps, M.D. explained:

Emotion and memory are very closely related. (…) a portion of the emotion system of the brain (the “limbic system”) is in charge of transferring information into memory. (…) the main location for this transfer is a portion of the temporal lobe called the hippocampus.”

In our blog, we previously wrote about the human hippocampus. As Dorota Iwankiewicz FCIM said:

“Our brain recognizes a sequence, it predicts what is coming next and compares that prediction to reality (…)”.

It’s all connected with our long- term memory, the things we have learnt and memorised. Therefore, some have heard, some will hear the words our brain could memorably connect with a burglar. Deliberated or not, once, M&S’s ad has become one of the most popular, well-known, and public exposed Christmas advertisement.

In conclusion, marketing has its path widely open at present. Let’s use all the powers we have, all the knowledge we possess, including neuro- psycho- socio- logical. Let’s be creative for our prospects and their clients.

 

2018-01-05T14:58:21+00:00

About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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