4 Examples of Awesome Viral Ads (and why they’re so successful)
Apr 26, 2016
What makes viral ads so successful? Adverts are no longer just about pitching a product to an audience; after all, none of us enjoy cold calls for a reason. We all want be engaged in promotions that incite conversation, or evoke emotion, whether that be laughter or tears. Successful, viral adverts create an experience worth talking about. Here are some examples of awesome viral ads and why they’ve done so well.
Evian
Without the Evian babies, Evian is no different from any other bottled water brand. The correlation between children and water isn’t immediately obvious, and Evian connecting the two seems strange but in a good way. We can all agree that their adverts are exciting; they make good use of CGI technology and we can see the high production value in it. Plus, the babies are cute and there will always be someone who responds to that. Evian succeeds in being creative and evocative and their outside-the-box thinking leaves us excited about their future promotion videos.
What can we learn?
- Be willing to embrace bizarre and off the wall ideas. That level of creativity stirs media chatter and it opens up a wellspring of inspiration you wouldn’t have otherwise.
- Be open to new approaches so you can avoid droning on about your product/ service for 2-3 minutes straight.
- Think about how the promotion can take us on a visual journey; this generates curiosity, and curiosity keeps us focused. Then at the end you can reveal the purpose of the advert.
McDonald's
We’ve all seen a McDonald’s advert, and at some point or another, hummed that famous tune then said ‘I’m lovin’ it’. This often happens subconsciously which demonstrates the subtle power of a good jingle. Simple tunes are easy to implement in your mind and they easily roll off the tongue. They can be constant reminders of that particular brand/ company which is the best thing any promotion can do.
What can we learn?
- Jingles can still be important; they’re not as gimmicky or antiquated as you might think.
- Seeing as the market is no longer oversaturated with jingles, those that do exist are far more memorable.
- A catchy tune could be just the thing to help your marketing campaign.
Cadbury's
Plenty of us remember the old Cadbury’s advert with the gorilla on the drums while Phil Collins’ ‘In The Air’ plays in the background. Because this commercial is so odd and the song so iconic, the two things are constantly associated with one another and Cadbury’s. The song is truly key to the adverts success; deep down we're inspired to drum out as well, we just didn’t realise how much until we saw a gorilla do it so intensely. As weird as it might sound, we personally identify with the way it is so immersed in the music and maybe that’s why the advert is so memorable.
What can we learn?
- The points raised about McDonald’s are also applicable here; sound is a strong way to grab attention.
- Visual cues make a great impact and colours remind us of an emotion or memory, so make sure you give the audience plenty to feast on. In this instance it's the Cadbury’s purple or the incongruity of a gorilla on the drums
- The concept doesn’t have to be complicated. Simple ideas are easy to remember and comprehend which makes them easy to share. Having a shareable promotion is precisely what you want.
Skittles
Maybe it doesn’t even need to be a musical sound, the repetition of a simple slogan like the Skittles’ ‘taste the rainbow’, can be as powerful as a song or jingle. Skittles actually adopt some of the strategies that Evian and Cadbury’s use: unusual ideas with great use of colour to implement their product. For example, in one of their adverts is a guy with Midas' touch who turns everything to skittles; or the other guy who milks skittles out of a giraffe on the beach. These adverts are both bold and bright to remind you of the product and to reinforce the slogan.
In fact, Evian does something similar. They tie in the baby motif with their slogan ‘Evian Live Young’. When you realise this, their advertising approach seems purposeful but it remains novel.
What can we learn?
- Slogans can be a promise to the consumer, and if you make it an enticing one they won’t forget it. Skittles tells us we can experience the rainbow every time we purchase a bag. Making a promise like that sticks with us because it seems so radical.
- Where possible, use the advert to reinforce the slogan so you can tie your brand image together.
We are innovators
Here at The Creation Lab, we don’t shy away from unique ideas because we know they can be the most interesting. We understand how to create connections with the public and how to make that experience last. All of which we can offer you and your business. So if you’ve got any innovative plans you’d like to explore, feel free to contact us today.