Clever Creative: Innovative Integration

Posted Friday September 22^nd, 2017 by Caitlin Artigliere in Creativity + Art.

So, you came up with a brilliant ad, but now you must choose where you place it in order to make it a success. There are many platforms on which companies can advertise a product or service. There’s the traditional route: billboards, bus wraps, TV, radio, print, etc. Or, there’s more non-traditional routes like the internet. Companies can also become a sponsor for an event, or they can advertise during a highly-watched awards show to gain exposure. The list goes on and on, and choosing wisely can be imperative to the success of the ad. In today’s “Clever Creative,” we’ll look at two companies that created ads that integrate their product/service in innovative ways.

Audi Sponsorship:

Being the sponsor of an event isn’t a new concept, but it is a great way to get people to see your brand. Companies know that sports programs like this get watched by millions of people, which means a greater potential for exposure and profit. When you watch an event on TV like football, soccer, tennis, the Olympics, or in this case skiing, you’re sure to see an abundance of company logos scattered around the stadium walls and the athletes uniforms. However, Audi decided to take its sponsorship of the 2017 World Ski Championships in St. Moritz, Switzerland, to a new level.

As the ad shows, Audi took to Twitter to announce the giveaway of a new car, but the catch was you had to watch the event in order to find the skier wearing the license plate in place of their logo. Not only did this get people to watch a sport event that may not have a strong viewership, but it also got viewers to engage with the company on social media, leading to a gain of millions of followers. Audi usually integrates its logo on the skier’s suits but by replacing one with a euro license plate, they were able to elevate their sponsorship of the event.

Netflix Emmys Spot:

Another popular place for companies to place ads is during highly-watched award shows and events, such as the Emmys this past Sunday. With a viewership of 11.4 million people, it is a prime platform for exposure, a fact that Netflix took advantage of. For the past few years, Netflix has been putting out award-winning original content, but their newest endeavor is comedy specials. In order to promote this, they began their campaign with cryptic billboards a few weeks ago that had people questioning who created them. It all came to a culmination on Sunday when this ad for “Netflix Is A Joke” was played during the Emmys.

As mentioned, Netflix’s original content is not only loved by its customers, but by the critics as well, so what better way to advertise their comedians than to have them crash those beloved shows. Netflix did an amazing job of integrating the two, and maybe even making the audiences wish the hilarious comedians were actually part of the shows. Instead of showing funny clips of the comedy specials, like most companies do to advertise them, Netflix put its unique and genius spin on it. They let the comedians do what they do best and make jokes about their original programming. The results are hilarious and with special effects that make them look like they’re actually part of the show, it integration is seamless.

When you are advertising your product during a large-scale event, it can be hard to make your company stand out amongst the rest who are also vying for the audience's attention. Audi and Netflix, however, created brilliant ads that put them in the spotlight. Audi’s sponsorship became a worldwide internet phenomena when they switched their logo for a euro plate on one skier’s suit, and Netflix’s Emmys spot became the talk of the night when the shows we love were crashed by some unexpected guests. These seamless integrations were innovative and not only helped the companies stand out from the other brands advertising, but also gave the companies the massive amount of exposure they were looking for.

Let us know what you think of these ads, and be on the lookout for next week’s installment of Clever Creative!

If you’re looking for some clever creative of your own, feel free to contact us.

Clever Creative: Innovative Integration

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