Close
 

Farmers releases new ad that goes down the creative, not shouty, route

  • News
  • September 4, 2015
  • Damien Venuto
Farmers releases new ad that goes down the creative, not shouty, route

In 1880, department store pioneer John Wanamaker became the first retailer to hire a full-time advertising copywriter, thereby starting a tradition that would see product and price ads infiltrate every available media channel over the decades that followed.

So, if you're looking for someone to blame for the splurge of retail ads that now shout their way onto the screen every night, look no further than copywriter John E. Powers, who is today regarded as the father of modern creative advertising and whose straight-talking style initiated the burgeoning retail canon.

While most retail advertising released today features little more than price, product and sale shouted through every available megaphone, there are also some examples of retailers returning to a more creative approach when it comes to their advertising.

Recently, Farmers released a new spot by JustOne/.99 announcing its new range of products. And rather than opting for a standard shouty approach, the retailer has delivered a more subtle ad that showcases the various products in a series of different rooms.


 There's no megaphone-enhanced voice-over and price isn't mentioned at all. The 30-second scene simply rotates from one room to the next, showcasing various products while slightly eerie music plays in the background.

Then, once the showcase is complete, a voice-over quietly invites the viewer to "take a look around".

Given the intriguing execution, it seems plausible for this ad to cut through the noise to catch the viewer's attention during primetime hours on television.

What's more is that the idea isn't overly complicated, meaning that the platform established in the spot could easily be re-purposed to showcase other products in the future.

.99/JustOne isn't the only agency experimenting with quirkier retail ads. Colenso BBDO has over the last year delved deep into the macabre for its New World ads.


Rebel Sport has also over the last few years carved out a clear identity with creative brand ads that focus on sports rather than products.


Of course, each of these brands also produce their fair share of shouty retail ads, but it poses the questions: should the focus for retail ads be on the emotional or the rational? Should they be doing brand or retail ads? Or should they be doing a bit of both? 

FCB head of planning David Thomason recently referred NZ Marketing/StopPress to paper written by one of his colleagues in South Africa called ‘The Big Easy’, which talks about targeting everyone to make it look like everyone’s doing it and then making it easy to do whatever it is you want people to do. 

“That’s the fundamentals of all behavioural thinking,” Thomason said. 

Thomason believes there is currently a tension between short- and long-term effectiveness and it appears as if the short term is winning that battle because results can be seen almost instantly. 

“If you’re trying to get a short-term result, then you probably are more towards the rational end of things, but you still use scarcity and it’s less about creative. But even a retailer needs to be positioned as the go-to option. Think of John Lewis and their Christmas ads. [Effectiveness expert] Peter Field’s magic number is you should be doing 60 percent brand, 40 percent retail. It becomes very difficult to separate them, and I don’t know what the methodology was, but that’s their formula.” 


Interestingly, he says studies from the IPA and AdMark say that under six months (ish), creative, award-winning campaigns are actually less effective and over six months they’re more effective. 

“That’s a huge issue, because increasingly a lot of the campaigns we’re doing and winning awards for don’t even run for six months. It’s got to be a major generalisation, and there has to be some stuff that gets more attention in the short term because it’s cool and creative, but for real brand building stuff, that’s a correlation.” 

It may seem like a cop out to promote both approaches. But that’s what the research shows—and, as Daniel Kahneman’s book Thinking, Fast and Slow says, the two-system set-up is also how our brains work.  

“The biggest effects of advertising are long-term,” says Thomason. “It sounds like a weak defence to say ‘if you didn’t do that campaign your sales would’ve gone down’, but if you don’t do it, ten years later that will be the case. Being known is important as well. In some debates about advertising effectiveness they say there are only two things that matter 1) you get seen by the audience and 2) they know who it was for.” 

And all the rest, such as the creative idea, emphasises those two things to try and ensure the brand is the first one to be associated with a category, or at least a sub-category.

So while it is encouraging to see more creativity creep into retail advertising, it's very unlikely to result in the abrogation of shouty retail advertising. And the reason for this is perhaps best summed up Countdown's general manager of marketing Bridget Lamont:

"Why do we do [shouty retail advertising]? Because it works. Why do we put unaddressed mailers into 1.4 million letterboxes (which is just a paper version of shouting)? Because it works. I’m a pretty simple person. In terms of our media strategy, I’m going to advertise where the eyeballs are. In terms of our style of communication, I’m going to do the stuff that works. That’s a gross over-simplification, but retail advertising in New Zealand is pretty shouty … I would like to think that there is opportunity for us to eventually be more elegant, but that’s a long journey … So, will we be the leading force in changing [the shouty advertising]? I think that’s unlikely."

This article originally appeared on our sister publication Stoppress.    

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
News

Idealog + Studio ZQ launch Wool-ovation competition: Enter now

Idealog is one of the few media brands dedicated to celebrating New Zealand’s special brand of creativity. We've teamed up with the New Zealand Merino ...

 
 

Sharesies investment platform joins the NZX

  • News
  • June 25, 2019
  • Courtney Devereux
Sharesies investment platform joins the NZX

Investment growth platform Sharesies has had a busy year in 2019, becoming B Corp certified earlier in April, and now has become an NZX participant starting this July.

Read more
 
 
News

Capitalise on today and invest in tomorrow at the Retail NZ Summit and SME Forum

New Zealand’s leading retail trade organization, Retail NZ, works year-round to assist its members with retail advice, benefits, industry intel and education. This July it’s ...

 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
News

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more
 

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}