Anthony Davidson

Weekly insights to help you run your business.

Stay up to date with the latest business and apply them to your business. Feel free to contact me to discuss ideas or suggest new topics.



Emotional advertising

In 2014, Ogilvy and Maher created this classic “Unsung Hero” ad for insurance company Thai Life. It shows a young man performing random acts of kindness including donating money when others disapprove. In Asia, “tearjerker” ads are widely used because people are more likely to share them widely on socials – rather than just tag friends or groups. By appealing to basic human emotions, people also view the ads as a good cause and worth promoting. While emotional appeals are effective in gaining attention, consumers can often miss the connection to the brand depending on the creative execution. In the Unsung Hero ad, a “slice of life” execution is used to create a powerful story that draws us into the life of a young man who ends up helping a little girl who is living on the street to achieve an education. The idea behind the story is to “believe in good” and to make that association with the Thai Life insurance brand. But are thoughts and feelings toward the ad actually transferred to the brand? And do these thoughts and feelings create preference for the brand? Or is it just more entertainment to share? #marketing #advertising #branding #kindness

Read More »

Getting Cut-Through with Customers

How do you get advertising cut through if you’re being outspent? How do you get cut-through when a competitor outspends you in advertising? Clive Palmer’s UAP is set to spend $80 million on TV, print, radio, outdoor and digital advertising this election – seven times more than political rivals. If it’s a repeat of the 2019 election, it will “drown out” advertising from both major parties and maybe provide an indirect benefit to the Liberal Party. However, will it lead to UAP picking up any seats or prevent a major party from gaining office? Depending on UAP’s objective, the challenge is that they have low market share and low brand loyalty. In marketing, we call this the law of double jeopardy – brands with lower markets shares suffer both from low purchases and low brand loyalty. That means UAP has to spend much more on advertising compared to larger parties in order to get the attention of voters and convert a very small number of them. Businesses face the same challenge. To build a strong “sticky” brand, you need to invest in marketing communications that attract and retain the best-fit customers. If you already have a strong brand with a dominant market share, it is much easier to do this because of the double jeopardy effect, providing you have the right mix of content, media and channels.  But if you have low market share and low brand loyalty, it’s much more difficult to draw customers away from larger competitors unless you have something compelling to offer. Even if you do, the challenge will be to reach them without being “drowned out.”  Often, a better strategy is to target customers of smaller competitors who are a good fit. Then as you grow market share and develop a stronger brand, customers become your most powerful form of advertising. #marketing #advertising #doublejeopardy

Read More »

Make an enquiry.

Book a discussion with me.