The Big Idea

Creating an advertising idea around a car as epic as the Camaro takes some brainstorming and multiple tries. You never want to undersell a product that means so much to the creators and the customer. Rebecca Burchnall, head of consumer experience strategy at PHD UK, said, "In advertising, we’ve got a job to do in two parts. We’ve got to engage people at mass scale, and build a creative story.” As the creator of this campaign I wanted to appeal to the masses and have different individuals be influenced or inspired by certain facets of the commercial and web design. In my commercial personification of an object, attraction, and flirtation is used, I intentionally wanted to use sex to sell the vehicle, a more tongue in cheek approach than anything. Using sex to push products has been an advertising model for many decades and it seemed to be the most reliable when used appropriately. “There's a fine line, and all too often these days brands are stepping way over it. Consumers are human, they will respond, but they're also smart, well-educated people who will soon realize that they're being manipulated.” I didn’t want to go overboard with the sex aspect and that’s where brainstorming helped. Another thing to remember about using sex as influence is “if your ad creates a sexual situation, it will get the desired response. However, that doesn't mean it can sell anything. There has to be context.” The context of my campaign is the vehicle itself and seeing it in action. The commercial will draw in the customer, mostly males, then they will be directed to webpage, which I took a manlier approach to. “Today’s customer is greatly influenced by the first few seconds he or she spends on a web-page, and this is a major input to the buying decision. First impressions last.” The design is simple yet stylish and easily navigated to find and do what you intend. I wanted to create a web page that would attract and keep the customers attention as well as build business, by keeping things simple and consistent, and executing white space to “add an aesthetic element of classy sophistication. White does a lot to soothe the human eye, and rather than have a bunch of cheesy colors, intersperse a few colors with white to create a “popout” effect.” The commercial and webpage I feel work well together and balance out what the customer would want to see and have in a commercial compared to a webpage and vice versa.

 

 

 

http://www.campaignlive.co.uk/article/emphasis-targeting-lead-us-astray-according-data-panel/1428088

https://www.thebalance.com/does-sex-really-sell-38550

http://www.readitquik.com/articles/strategy/web-design-that-assures-business-growthwhat-to-do/