Among those excellent works of advertising, we found this IKEA Curtains Trailer from Ciloawards.com to be very creative and impressing. This ad was awarded the Silver pride in the Innovative Media category.
From our points of view, the reason why this ad won this award is because of its creativity.The Ikea In Hong Kong has found a very original but creative way to promote their range of curtains by using a movie screen in theaters. We are amazed by the creativity of this Advertising: simple, surprising, funny, and unforgettable. Audiences would never expect to see more than one curtains in a theatre before a movie. However, the audience began to be curious that ,when the music started why came another curtain, instead of the screen, and why it’s not a single colored curtain, the theater must be doing something wrong. And again, another colored curtain, again, another colored curtain, before finally comes the screen with a tagline “Ikea Present”. At this point, the audience began to laugh. They got the meaning finally and happily.
We think this ad was honored for its creative merit mostly. Marketing professionals of Ikea are very creative and they just found the Inherent Drama that involves innate characteristic of the product that can’t easily acquire without thinking provokingly. Plus Ikea picked a great place and right occasion to present its ads, not in TV, not on internet but on the theater. Audience did not feel abrupt but surprised and happy.In addition, as this ad brought good image of Ikea and positive feeling of the audience, it is safe to say that this ad would also improve Ikea’s ability to sell its curtains as well as other products. Although it’s difficult to know the cost of this advertisement, from our points of view, it might be more cost-effective than traditional ads on TV.
Source ( http://www.clioawards.com/winners/winners.cfm?medium_id=5)
“Google Chrome Speed Tests” campaign won the silver price of CLIO Awards in 2011. The whole campaign includes a serious of “speed test” ads, banner ads on major site, social media ads and game associated with Chrome.
As for the “Speed test” ads, it include compared with potato, sound waves and lightning. What we want to talk about, at first, are that this commercial tell us the speed of Chrome in a very innovative way through beating sound and lightning. It even wins the sound and lightning, so other browsers, who can become its competitors? The answer is No! Second, the single appeal is important because customers may lose many points when they seeing a commercial. This ad of Google’s Chrome has only one appeal, the fastest speed. So we believe all of us will remember the Chrome is very faster than other browsers after we saw this commercial. At last, we want to talk about details. A good idea may not lead to success because it depends on how to implement this idea. In this ad, Google elaborately design three tests in order to make them more interesting and unforgettable. At the end of commercial, we can see this” The internet, Chrome fast.” Also to make sure it is convictive to customers, Google adds this” Test it for yourself” as the end of commercial. With these efforts they really got results what they want.
Google successfully make a serious of “speed test” ads to demonstrate how fast Chrome is. The ads itself is interesting enough to attract the eye of audiences and encourage them to search more detail about the speed test. An attractive advertisement was only the first step in the marketing campaign. After that, Google took banner advertisement to the Internet, covering the major sites such CNN, Digg, Twitter. And Also Google creatively inserted interesting game into its marketing campaign. These games were creatively designed, demonstrating the fast speed idea and attracting attention at meantime. In addition, Google successfully involved social media and YouTube into the campaign. “Speed test” not only attracted audience to find more detail, but also made Chrome a booming topic. Everyone was talking about the interesting test and game about Chrome at that time. The idea of “fastest Chrome” was just like virus, which quickly spread in the social network. With the help of social media and YouTube, Google successfully target the young generations who like cool ideas and like try new thing. The whole campaign precisely points out the main characteristic of Chrome---fast, cutting edge, and cool. And finally the campaign makes a large group of people aware of Chrome in a short time.
