Found this ad in "North American Fisherman" magazine for Progressive insurance. I think this is a decent ad with great placement. I have never heard of a company insuring rods or reels but I know that there are a bunch of expensive collectible ones out there so this ad conveys a message specific to their target. I think this ad is decent because it does inform the customer of all the products they offer, but it's also very interchangeable. I use the word interchangeable because I could replace "Progressive"with "State Farm" or "All State" and no one would know the difference. There's nothing in this ad that makes me think "Progressive and only Progressive." As far as informative goes, it's a good ad, but as far as it being unique and branded at the core, it's subpar.
Good critique on brand. Now think about what we are learning in class -- objective, target, insight, SMP etc -- write a mini creative brief that might have been behind this ad.
ReplyDeleteObjective: To inform the subscribers that they offer more than just traditional car insurance
ReplyDeleteTarget: Older males that partake in outdoor activities, primarily fishing and hunting. This person is very active and pays most of the bills for his family. This person is up early and makes sure things are done the right way and is always very organized.
Insight: I want to make sure I have everything covered because I have many important and valuable things, but I need an insurance company that provides me with more than just one or two options.
SMP: Cover everything that you need to live your life the way you want to.
Substantiation: Progressive has the ability to cover everything that the target consumer could possibly have. They have been a recognizable brand for years with a good history and reputation. By being able to cover all of the target's needs, the consumer will have a much easier and pleasant experience purchasing insurance.