In the world of SEO, it’s been said many times over: Content is King. But it is not just in SEO. In fact, in general, in a world where communication is vital, quality content should definitely be top priority to get the message across.
For instance, what good is a story if there is no content? I mean, even editorial cartoons have stories, right? There are contents involved, whether the words are visible, heard, and/or simply implied. Why? Because, as said, contents are needed to get the message across, to get the needed/intended results. In Marketing and Advertising, the same is true. Bad marketing and advertising are not going to get you the customers and the clients, you might as well close the business.
When I was in college, we were taught that one of the most effective ways to entice viewers is to create motivational videos. This type of videos are written to appeal to the emotions. If you do it effectively, your intended audience may be motivated to buy your products or get your services. The best examples of motivational videos are commercials. Of course, there are lots of silly and downright irrelevant ones. But when it comes to commercials, you need to target the emotions, appeal to viewers’ senses, make them believe you are relevant to them.
So where am I going with this? I thought I’d show you a great example of great marketing. This has to do with the trilogy of commercials Jollibee did just for this recent Valentine’s season. Jollibee is McDonald’s‘ biggest competition in the Philippines. It has actually already branched out to neighboring countries and the US. Maybe Europe even, I’m not sure.
For those not in the know, Filipinos are a very sentimental bunch. Jollibee, being homegrown, knows this. They have been coming up with sentimental commercials for the longest time that have helped endear them to people. These still result to great name recall that get them the new customers–imagine, toddlers already screaming for “Jollibee! Jollibee!” whenever they see the mascot or its statue. They’d recognize the “bee” anywhere. Ask them where they want to eat, they’ll be saying Jollibee. Ask them what they want mom or dad to bring home for them and you know the answer.
Now about those Jollibee Valentine’s commercials? Pure. Genius.
Granted, there are a few misses that I’ve noticed, but overall, they’re great! In fact, just search for “Jollibee commercial” (or specifically type in “Vow Crush Date”) on YouTube and you’ll see a whole lot of reaction videos about these three presentations. Oh, but YOU don’t really need to, because I have shared those videos right here, just for you.
Watch them, see what I mean, and you’ll get ALL the feels! THEN decide if you’ll still want to be my friend after getting all those “feels” (well, that’s what they call it now)… BTW, “kuwento” means “story”.
So, are we still friends??? 😉
Everytime I watch reaction videos of this series (it should be in this order so you have the happy one in the middle as some kind of buffer, at least), it never fails to make the reactors tear up. Yeah, it’s sad, but that’s an example of great marketing. Of course, how important can a fast food chain really be in your life? Not really much. But the recall, wow. Even foreigners now already know and recognize Jollibee; some of them have tried out the food since there are restos near them. I mean, how great is that?
I know they made you sad, but you have to remember, these were made for Filipinos who could relate to them. Filipinos are big on families and emotions. Besides, I also know that aside from sad, you felt various things, too. I told you, FEEEELS…. There are more heart-warming, feel-good Jollibee vids (ex. Ang Regalo ni Lolo or Grandpa’s Gift last Christmas), but this series got the most reactions.
Commercials aren’t really that long here. On social media, they keep these long, but on TV where they pay millions per play, they just show complete ads for a week or two, then show the shorter versions as viewers already know the stories. The Valentine’s ones, in particular, aren’t on TV now as they were supposed to be for February.
Anyway, here, I will just show one of the reaction videos. I chose this because the guys are really funny. Just fast-forward to the actual reactions part (at 7:56), if you want. Thanks to Maximum Munchies for this!
As bonus, here’s that local 80s song from “CRUSH” that the guys were swaying to:
So happy you’re here. Hope you liked this post (though you probably teared up a bit). Please come back tomorrow!!!
[DISCLAIMER: I am not endorsing anything…But if Jolllibee decides to give me a whole year supply of food, why not? *wink*]
This piece serves as my Letter C post for the A to Z Challenge 2017.
If you’re interested:
A for Alibata – How to Spell the Ancient Filipino Way
B for Block – “How do you personally deal with writer’s block?”