After reading Sheida’s comment on “the soft side to marketing” I couldn’t help but agree in that the advertisements that really stick with the audiences are the ones that make us feel something and where we completely think we forget the brand that is being advertised until we have to face the decision of buying one of their products (which them of course it pops back up).
As consumers we want to think that companies and brands care about who we are as people than selling their products. That’s why I feel these advertisements to be more effective, since they address the topics EVERYONE is concerned about. Topics much more relevant than if in the ad the mother found the whitest detergent available.
Brand recognition has proven to be one of the most important aspects of a company. People have to know your brand in order to buy your product, and the marketing department faces the challenge of “how they want their brand to be remembered by” and what type of customers do they want to target.
This video, is an example of ESPN that recognizes all the problems that the world is facing, and reminds watchers about the one sport where we all agree on one thing, the sport that makes us proud of our country and shows “fair game” between the nations.
ESPN recognized that they don’t have to advertise their channel for people to watch the different events they cover. They decided to emphasize the “human” aspect the FIFA World Cup has on people around the world. Which then increases the viewers of these sport and simultaneously the viewer ratings of their channel.