Imibono Ebonakala Ihle Ephasini, Kodwa Ibhizinisi Elibulawe
Ukukhangisa kunemisebenzi eminingi okufanele iyenze. Kumele udale ukwaziswa ngomkhiqizo, isevisi, noma umkhiqizo. Ingafaka futhi inani kumkhiqizo, okwenza kube yinto efiselekayo kakhulu. Isibonelo, kukhona umehluko omkhulu phakathi kwezinto ezintathu ezinkulu ezibonakalayo zobhiya, Coors Light, Miller Light, noBud Light, kuze kufike ukunambitheka. Abathengi bathengisa umkhiqizo, owakhiwe ngokukhangisa. Futhi ukukhangisa kufanele kwazise. Nakhu okushiwo lo mkhiqizo noma isevisi, futhi wenza kahle.
Kodwa ngokubambisana kakhulu ukukhangisa kudlalwa ukukhulisa ukuthengisa. Ayikho i-ejensi yokukhangisa eyoke iqhube umkhankaso owenza ngokulimaza ngokuthengisa ukuthengisa, noma awuhambisanga ijika lokuthengisa ngendlela efanele. Kungaba ukuzibulala. Noma kunjalo, imikhankaso yesikhangiso ihluleka sonke isikhathi. Futhi ngezinye izikhathi ... bahluleka kanzima. Nazi ukukhangisa okuyisithupha okuhlulekayo okwenziwe ukuthi izibalo zokuthengisa zishone.
01 Umgijimi waseKenya - nje ukuhamba ngezinyawo
Kunzima ukwazi ukuthi uzoqala nini nalesi sonyanya , esiboniswe phakathi no-1999 Super Bowl. Ukubeka ngaphandle kuyingxenye yomkhankaso we $ 7 million ongakunika ngempela i-Hummer entsha (khumbula labo?), Le ndawo yesibili engu-30 yayisimangalisa kumazinga amaningi kangaka. Okokuqala, leli qembu livuleka neqembu labazingeli abamhlophe, e-Hummer, eqinisweni, ekulungele ukuzingela umgijimi omnyama ongenamakhanda waseKenya.
Ufunda lokho ngokufanele. Amadoda amhlophe azingela umuntu omnyama. Uma leso simo sishayelwa kunoma imuphi umhlangano noma yikuphi eMelika, impendulo cishe yayizo "yimisa lapho, lokho kuyingozi!" Kodwa ithimba lokuthengisa le-Just For Feet lithande. Emva kwalokho, la madoda ahlinzeka umgijimi indebe yamanzi adakamizwa, ayiphuza, futhi adlule. Bese baphoqa ama-sneakers ngezinyawo, bese behamba. Ukwengeza ukuhlambalaza ukulimala, umgijimi uyamemeza "cha! cha! "futhi unyakaza izinyawo zakhe. Ngoba akakwazi ukuthola indlela yokukhulula ama-shoelaces. Impendulo yayingakaze ibe khona.
U-Chuck McBride, umqondisi wokudala we-Wieden + Kennedy ngaleso sikhathi, wayengakholelwa lokho ayekubona. "Ngesikhashana ngikubone, ngahamba ngokushesha 'Oh, shit,' futhi ngaya, 'Lokhu ngeke kwenzeke.' Ngangikwazi ukukholelwa ukuthi babenze lokhu. " Futhi umgxeki wokukhangisa owaziwayo uBob Garfield, we-Advertising Age, obizwa ngokuthi isikhangiso, " neo-colonialist ... impi yamasiko, futhi mhlawumbe ubuhlanga. Ingabe laba bantu baphelelwe izingqondo zabo? " Igama elithi Just For Racists lalisatshalaliswa abantu kulo lonke izwe, futhi ukusabela komphakathi kwakungalungile, I-Just For Feet yazama ukusola i-ejensi ephethe, i-Saatchi ne-Saatchi, nge $ 10 million. Kamuva baphonsa le suti.
Ezinyangeni eziyishumi nje kamuva, ngoNovemba 1999, i-Just For Feet efakwe ekuvikelweni kokuphepha kweSahluko 11, ngenxa yokuhlanganiswa kokuthengisa okungekho emthethweni nokukhwabanisa kwezimali. Futhi ngo-February 2000, i-footstar Inc. ithenge igama le-Just For Feet kanye nokuqashiswa kwezigceme ezingu-70. Noma kunjalo, umonakalo usuwenzile, futhi ngo-2004 Just For Feet izitolo zivaliwe kuze kube phakade.
02 Ama-spongemonkeys - ama-Quiznos
Yini oyithola uma uwela isangweji esiphundu esiphundu nge-hamster-into enesibindi ngamazinyo angacabangi futhi kungekho izwi lokucula? Akumangalisi-ke ukuthi uthola umkhankaso obeka ukuthengiswa kwalabo abathintekayo ekutholeni endlini yangasese. Futhi isikhungo sesikhangiso esasenza, i-The Agency Agency, kufanele sazi kangcono.
Ngokusobala lokhu kwakuyinkinga yokugxuma kwi-bandwagon ye-intanethi ngaphandle kokwenza ngempela umsebenzi wesikole. Isiqephu sokuqala esibizwa ngokuthi i-The Agency Agency sasibizwa ngokuthi "Siyathanda Inyanga," sidalwe kwisayithi esikhundleni segogood.com. Kuyinto engavamile. Kuyahlekisa. Iyabelana. Kodwa ... ingabe ibambisana kahle nomkhiqizo wokudla? Ingabe ubheka lezozinto eziyinqaba futhi ucabange ukuthi kufanele kube yiziqu ze-sub? Omunye ku-The Agency Agency wenza. Lokhu kwakuwumphumela ... futhi kwakuyinhlekelele.
Nakuba izikhangiso zithole ithoni ye-buzz, akekho olambile ngemva kokubukela. Ngaphambi kokudalwa okuncane kokuhlabelela, izikhangiso ze-Quiznos zagxila kwikhwalithi ekhishwe ngesinkwa se-sandwiches, futhi zinezikhwama zokwaphuza umlomo we-shizi ocibilikile ophuma e-toaster. Ngokuqinisekile, amabala aphethe ama-shots amahle kakhulu ekugcineni, kodwa ukuhamba okuyinhloko kwakuyi-Quiznos = izinto eziyingqayizivele ezilinganiselwe. Ukuthengisa kwehle. Abaphathi besitolo yonke indawo bakhononda. Izikhangiso zikhishwe ngokushesha.
Kodwa-ke, naphezu kokusebenza kabi kwezikhangiso, basabathandwa ngabantu emhlabeni wonke.
03 Lona i-Meatball e-Spicy! - Alka Seltzer
Ungase umangale uma uzwa ukuthi okunye okukhunjulwa kakhulu, futhi okuhlekisayo, izikhangiso zenkathi yokukhangisa yanamuhla kwaba ukwehluleka, kodwa kwakungenjalo. Lona inyama ebhakabhaka ... kodwa hhayi umphumela obabayo.
Manje, isikhangiso ngokwayo siyinhle. Kuyinto yokudala. Yenza isenzo esimangalisayo. Kuhlakaniphile. Kuyisiqeshana esihle sokwenza uphawu. Yini ongayithandi? Kuye kwavezwa ekukhangiseni kokukhangisa amashumi eminyaka, futhi lokho, ngokwengxenye, kusenza sonke sicabange ukuthi kuyisikhangiso esihle. Kodwa, akuzange kusize u-Alka Seltzer uthengise umkhiqizo omningi. Eqinisweni, ukuthengisa kwehle.
Inkinga yayiyingxenye ngenxa yesikhathi. Isikhangiso sasingaphambi kwesikhathi saso. Khumbula, ukuguqulwa kwezikhangiso okwaqala ngawo-1960, okusizwa ngomsebenzi othile omuhle kaDDB, kwakusasaqhubeka. Umthengi wayekhuliswe ezikhangisweni ezathi "hey, uthenge lo mkhiqizo, kuhle, nakhu okwenzayo, nansi isithombe sakho, nomunye, futhi nangu omunye oyisebenzisayo." Izikhangiso ezihlakaniphile ngesakhiwo, namahlaya, okuncane. Futhi indawo ka-1969 i-Alka Seltzer yachitha cishe yonke isikhangiso ekhuluma nge-meatballs ne-spaghetti sauce. Ngakho-ke, izilaleli zaphuma zathenga inyama ye-meatball ne-spaghetti sauce, hhayi amabhokisi ka-Alka Seltzer.
04 I-Energizer Bunny - Amabhethri Energizer
Akungabazeki ukuthi uyazi umkhankaso wokukhangisa embuzweni. Unogwaja obomvu obomvu okhwaza isigubhu ufika esikrinini, futhi uhamba ukusuka kolunye uhlangothi kuya kolunye. Iyaqhubeka futhi kuqhubeke. Isikhangiso sokuqala se-Energizer Bunny sasifaka i-hoard yama-rabbit edayi abashaya izigubhu, edlala isikhangiso esidumile esenziwa uDuracell ngo-1983. Futhi lokho kwakubani? Unogwaja obomvana obomvana beshaya amadubhu. Ophethe ibhethri ye-Duracell wahlala isikhathi eside kakhulu.
Cabanga ngalokhu okwesibili. Ngaleso sikhathi, uDuracell yayinkulu. Ezinye izinhlanzi ezikhanyayo zanquma ukuthi indlela engcono kakhulu yokuhlukanisa ibhethri Energizer esuka kuDuracell kwakuwukulingisa, cishe incwadi, isikhangiso sayo esidumile. Bese basebenzisa umbala ofanayo we-pink. Uma ubona isikhangiso, ucabanga ukuthi u-Duracell. Akukhathaleki ukuthi yiliphi izwi elikutshela lona.
Abantu ngokwemvelo badidekile. Ngemuva kwalokho, bunny eyodwa ebomvu ibukeka njengenye, futhi uDuracell wayeseziqinisele ngokuthi "lelo bhethri elenza ibhinki elibomvu ligcine isikhathi eside kunazo zonke." Ngakho, lapho kufika isikhathi sokuthenga amabhethri, abantu bahamba ngendlela engaphezu kukaDuracell Energizer. Zonke izikhangiso zebhethri ze-Energizer Bunny ezengeziwe zisebenzela amandla omkhiqizo womncintiswano wabo. Kube khona ngisho nocwaningo olwenziwe ngalokhu, ukuhlola umthelela omubi wokuphinda izimangalo ezifanayo zomkhiqizo. Ngakho-ke, naphezu kokuthi isikhangiso sithandwa kakhulu, abantu abangama-40% abakubona babecabanga ukuthi yi-ad Duracell. Ukuthengiswa kwe-Energizer kwehle ngempela.
Muva nje, i-Energizer Bunny iboniswe ngezikhangiso ezinzulu, besebenzisa i-bunny pink bunny. Mhlawumbe manje, eminyakeni eminingi emva kokuba isikhangiso sokuqala seDuracell siphelile enkumbulweni, i-Energizer Bunny ingakwazi ukugcina isikhala sayo. Kunzima ukukhumbula isikhangiso se-Duracell, futhi i-Energizer Bunny iye yathola indawo emiphakathini yama-pop.
U-Bob Bobson - I-Holiday Inn
Emuva ngo-1997, izindawo ze-Holiday Inn zathola ngaphezulu kuka-$ 1 billion ukulungiswa. Manje lokho kuwufanelekile ukuziqhayisa ngakho, futhi ukukwenza, i-Holiday Inn yahamba indawo ebizwa ngokuthi uBob Johnson ngesikhathi se-Super Bowl. Kwaba kubi kakhulu kubantu ukuthi kwakudingeka kukhishwe emoyeni ngemuva kwezinsuku ezimbalwa nje.
Yini eyayibi kakhulu ngakho? Ake siqale ngokuqukethwe kwesikhangiso. Ibonisa owesifazane omuhle ohamba ngeklasi ukuhlangana, kuyilapho izwi elimnyama elikhuluma ngezwi litshela mayelana nokuhlinzwa kwezithokozi ayekuyo yonke iminyaka. "Ikhala elisha, $ 6,000. Izindebe, $ 3,000. Isifuba esisha, u-$ 8,000. " Ngakho, khona lapho ungabona ithoni isethwe. Bese sibona owesifazane ekhuluma nalowo mfana odlala uKenny Bania eSeinfeld. Uzama ukuyibeka, ngaphambi kokubona ukuthi wayevame ukuba nguye. Bob Bobsonson. Ubuso bakhe bungenye yokudideka nokungakholwa - hhayi ngendlela enhle. Futhi-ke i-VO ithi, "Kuyamangalisa izinguquko ongayenza ngezinkulungwane ezimbalwa zamaRandi; cabanga ukuthi i-Holiday Inns izobukeka kanjani uma sesichithe izigidigidi. "
Masinyane, umphakathi we-LGBTQ wamangala. Ukwenza ukukhanya komcimbi oguqula impilo ngendlela enjalo kwakuyizwi lesithulu. Amakholi wesikhalazo agxilile imigqa. Kodwa, ngaphandle kwesikhangiso esibi, bekuyizinto ezigxile, futhi. Amaholide amaholidi ayaziwa ngenkonzo enhle, induduzo, futhi kulula. Kodwa ngalesi sikhangiso se-crass, basebenzisa imali eningi ngemali yokushintsha izimonyo, futhi abazange babakhombise. Futhi nansi enye into okufanele uyizindle; Ingabe amakhasimende azoya e-Holiday Inn ayenze kabi njengoba lo mfana enza lapho ebona isikole sakhe esikoleni esiphakeme uBobdy Bob? Ukuhluleka okukhulu okwenzanga lutho kodwa kuphazamisa isithombe sehhotela.
06 California Raisins - I-California Raisin Board
Ukusesha okusheshayo kwe-Google kwe-California Raisins kwenza imiphumela engaba yizigidi ezingu-1.5. Kusobala ukuthi babe nomthelela futhi abantu bakhumbula. Izikhangiso zithatha i-Motown ne-rock hits yama-classic, futhi zibambisane nomdwebo we-Emmy-award winning motion motion. Bade banomshini weBillboard Hot 100. Futhi uma ubona i-Straight Outta Compton maduze, bakhulunywa kuleyo movie. Yini ongayithandi, kulungile? I-California Raisin Board yayinezizathu eziningi zokukhononda.
Ukukhishwa kokuqala kwakuwukuthi izinhlamvu ezincane ezimnandi ze-raisin azizange zithandeke kakhulu. Unogwaja obunzima owehla ngezingalo nemilenze akuyona indlela enhle yokukhangisa umkhiqizo wokudla. Kodwa impikiswano enkulu ukuthi abalingiswa nezingoma zazifake umkhiqizo wangempela. Abantu babemba izikhangiso, futhi bathanda umculo kanye nento yonke yayo. Kodwa, abazange baphume emhlambini futhi bathenge amabhokisi omisiwe. Izikhangiso azenzanga lutho ukukwazisa abantu mayelana nokusetshenziswa kwezithelo zomvini, inzuzo yokudla okunomsoco, noma yini enye. Esikhundleni salokho, abantu bavele bathatha izidalwa ezomileyo zokucula futhi bathenga amarekhodi abo.
Lo mkhankaso wawuthandwa kakhulu, futhi ukuthengisa kwanda kancane ngenkathi umkhankaso ugijima. Kodwa, intengo yokwenza ukukhiqiza yayinamandla kakhulu, ebiza i-CRB cishe kabili ngemali yabo yonyaka. Futhi lapho izikhangiso zidonsa emoyeni, ukuthengisa kwangempela kwehla . Akudingeki ukusho, lokhu kungenye indlela "yesimemezelo esihle, amahloni ngemiphumela."