I learned a lot from last night. The first thing to learn is: know your demographic!
It was surprising to see how the two team interpret these demographics. 30-50yrs old, female. They came up with two different ideas. A family theme vs a country theme.
The family issue. (sorry, couldnt get the complete ads)
My favorite. They created a story line for this theme. A women, (yeap, age 30s), took a shower.. oups, i forgot to tell about the project. To create a magazine spread for redbook magazine. the product is Dial soap-with yoghurt.
So, the first team, hydra, they use carol alt as the model. Yeah.. Great choice. She's a supermodel! so gorgeous in her age. around 30s. her story started from mornings. Took a shower. then, played with her baby. so gorgeous! then, a more seductive way, "played" with her hubby.
I found that they took the bullet and went straight to the demographic of both magazine and the soap.
Anyhoo, the second team, empressario with the country issue.
The country issue.
Although the tried to follow the executives' need of using one trace atkins as their model, they failed to interpret this demographic. The ad was soooo young!. Female, around her early twenties. With amazing bodies, and perfect skin! This sounds great for any kind of ad but not for redbook. And what did the team think of putting trace's naked pic with two naked guys at the back as their closing pic!? So gay! Although they decided not to put it, but they replaced with a great pic but without story. And once again, didnt get to the demographic.
Yeap, demographic is so important in establishing a marketing strategy. You failed to describe it properly, you might have failed to gain a total market power for your brand.
So, let's get demographic right!
Pics are downloaded from google.com
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