The Power Of Positive Advertising
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There has been a lot of focus lately on the success of negative social media campaigns that call out bad behaviour and target advertisers. Alan Jones has been on the receiving end of some of that.
At this years Cannes Lions advertising awards debrief, hosted by the B&T Breakfast Club, regular writer and speaker about trends in media Steve Ahern, saw the opposite – the power of positive advertising to bring about change for good.
The Ikea ThisAbles program won a Grand Prix and 4 Gold Lions for a campaign that uses smart design and 3D printer technology to solve problems for disabled people who find standard furniture difficult to use.
Revenue increased by 33% and sales of the products went up by 37% in the year following the campaign, as the target audience bought the products, but significantly, able bodied people also felt positive towards the Ikea brand and created good street talk about it that led to more sales.
The idea came from the company’s design teams, who worked with disabled customers, aiming to find usable and “beautiful” solutions for furniture that everyone can use. Simple ideas such as chair leg extenders and special cupboard handles were amongst the design ideas developed by Ikea.
Once the innovations were ready for the market, the advertising campaign around them demonstrated the problem that needed to be solved and explained the company’s solution and customer reactions to it.
‘Creative Producer of the Year’ at B&T Magazine’s 2018 Karla Henwood said,
“Doing good actually increases sales and brand value. Many brands can afford to do things like user centred design… but they don’t. Ikea is one that did.”
Read more at: https://www.radioinfo.com.au/news/power-positive-advertising © Radioinfo.com.au