Tuesday, 1 November 2011

Who says advertising doesn't work....

I've been writing an assortment of case studies over the last week or so, one of which is an update on Yeo Valley's 2010 category challenging work in pushing the boundaries of creative in the dairy / yellow fats sector.

As a consequence, not only have I revisited the fun rap from last year (now up to just over 2m views of the original brand upload), but also possibly been slightly over-exposed to this year's approach: the creation of the rather polished looking farmer (?) boy band "The Churned". Once more YeoValley have been brave enough to get someone in to write some clever lyrics which tell the story of their commitment to farming and their dedication to their "happy friesians" (I quote) and then evolve the high reach, high contextual relevancy but low frequency of TV spots in the X Factor tv show with smart use of YeoTube (pun intended) as a platform.

This year you can learn the dance moves with the choreography video or have a play with the karaoke version of the video embedded in the YeoValley Facebook page to create your own mash up if you are feeling that way inclined.

For the less creative or downright lazy you can always download the rather catchy adverti-song from iTunes. I did smile at the comment (we'll forgive their English) below the track listing about people rewinding live tv (see below). Rather brings back memories of the year 2000ish and all the people heralding the demise of TV advertising that TiVo would bring.  Strong creative always makes for good viewing and smart use of video platforms and SEO principles means brands can capture that interest 24/7/365.

My neighbouring digital partner in crime in the office might be a wee bit bored of me humming/ singing / whistling the Yeo Valley chorus on repeat, but frankly I think she should be very grateful that it's not those damn radio ads for webuyanycar or Harvester's rap about a chicken piri piri and a whole rack of ribs, both of which I have seen taking a recent slating amongst my friends on Facebook for being downright annoying and NOT frequency capped. (The latter being my bug bear as much as the tedious creative).  (I refuse to grant the satisfaction of an SEO building link to either of them). Memorable but perhaps not for the right reasons.

"Yeo Valley naturally"... however, that's a whole different carton of yoghurt ;-)   Nicely done. In low involvement categories a little insight can make a massive difference and I firmly believe fortune favours the brave.

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