Chris Schembri is the Founder, CEO at Aletheia Advertising and marketing & Media in Dallas, TX.
Some marketing, this sort of as an ad for the Super Bowl, supplies a special option for advertisers to arrive at a broad cross-area of the world’s populace across quite a few demographic and personal features. While most advertisers usually segment their viewers based on demographics, a concealed option lies in a fewer-talked-about but similarly essential psychographic characteristic: main values.
For 10 decades, Zenzi—a study business enterprise my organization acquired in December—has specialized in encouraging brands develop further, values-based connections with their clients. Derived from in depth screening and grounded in nicely-proven psychological principle and research, Zenzi has established that these six worth forms most effective forecast buyer conduct throughout a broad wide variety of domains.
Achievement Seekers: Dwell fast, perform tough, intention substantial. These bold individuals are constantly striving for the most effective to stay a lavish life-style that redefines the notion.
Enjoyment Seekers: For a good time, call these lively persons. They usually know wherever the occasion is, what the future craze will be and how to make an everyday encounter anything enjoyable.
Freedom Seekers: To these unbiased and journey-oriented individuals, existence is but an open guide in which to attract outside the lines, generate new and innovative strategies and problem conventions.
Function Seekers: The excess weight of the earth is on the shoulders of these generous-spirited men and women, but they don’t mind at all. When they’re not finding methods to lessen waste, they’re aiding out in their neighborhood or advocating online.
Custom Seekers: You can find something to be reported for the way points have usually been carried out, and these loved ones-oriented folks discover toughness and this means in carrying on the customs that fostered them.
Safety Seekers: Some would simply call them homebodies, but these considerate and ready persons are more than the stereotype. Their have confidence in is hard-gained, but their loyalty is unparalleled once obtained.
We evaluated the values content material of this year’s Tremendous Bowl advertisements to figure out which of the 6 value kinds the ads appear to be targeting and how productive they were in achieving their focus on viewers. Let’s appear at two ads from two quite unique models to see how they measure up.
Tried and true, Budweiser has been a mainstay American brand for many years. They’ve preserved their main viewers about the decades by speaking to Custom Seekers: Rugged individualist forms who adore nostalgia, prefer the status quo, and favor models with a longstanding background of integrity and simplicity. Budweiser’s Tremendous Bowl ad doubled down on these values with an advert that bolstered the “can do” spirit of American culture, personified as always by a Budweiser Clydesdale.
The advertisement has a number of things that attraction specifically to Tradition Seekers: A Clydesdale is beset by damage following trying a daring stunt, then toughs out a extensive, solitary street to restoration and emerges stronger than at any time through its inner resilience. Witnessed through by an All-American pet and capped off with a tagline emphasizing bravery and being “down but not out,” this commercial is the fantastic charm to Custom Seekers in the age of the pandemic.
Conversely, Wallbox is a sensible electrical car (EV) charging and energy-management company. Being new to the expanding EV market, Wallbox is very likely even now hoping to find its viewers. This exploratory mother nature is mirrored in its Super Bowl advertisement, which seems to be talking to both Security and Purpose Seekers. Let’s break it down.
The ad portrays a person who becomes comically frightened of electric power soon after getting struck by lightning, fearing the most straightforward of electric powered encounters this sort of as light switches and guitar amplifiers.
The system of talking to anxiety and “worst-scenario circumstance” results is normally utilised in appeals to Safety Seekers, who are fiercely protecting of what they have and possess. In the finish, having said that, the man’s want to help save time and money (Protection Seekers) and protect the natural environment (Goal Seekers) overrides his anxiety of electrical energy. He then embraces Wallbox and, presumably, the thought of electrical autos in normal. It truly is an intriguing technique that appears to be “easing” conservative Security Seekers into an emerging EV marketplace that until eventually recently has been mostly linked with Objective Seekers, all summed up with the tagline “Embrace electrical power.” If Security and Objective Seekers are in truth the target for Wallbox, the organization will strike its mark, as effectively.
It’s really worth noting that, on a superficial amount, numerous Tremendous Bowl adverts have a tendency to have a equivalent tone—big, grand, often comedic or deeply profound, typically movie star-endorsed—but underneath the shiny exterior, they are talking to really distinctive main values. It’s significant for makes to realize how psychological aspects these as values can affect an ad’s performance, around and higher than the typical tone of the advert. It’s also worth noting that Budweiser and Wallbox may well not be consciously aware of targeting these values, but comprehending your viewers at the stage of core values can offer a important return on financial investment in attaining elevated brand name perception, affinity and buy intent.