SPOT GO 2014/15 ... Originally could not get their locally developed product into the large supermarket chains. They were offered this radio campaign but at first preferred to write their own. After a couple of months of being unable to gain any on-air traction, they took up the following campaign. Within a month they were getting sales results enough to convince major supermarket chain Woolworths to put Spot Go onto their shelves. Then after about 6 months the various Spot Go lines were being rolled out into Woolworths and IGA across regional New South Wales. About 6 months after that, Spot Go was able to get onto the shelves at Coles.
The idea with the radio ads is simple - have the voice personify the spot. The spot is annoying, so the voice is annoying. However, this quickly became annoying for listeners. So the first campaign featured the annoying spot-voice setting up the character in different commercials for each of the different Spot Go products.
The second campaign developed the voice a little more. The third campaign had the spot trying to disguise itself as more softly spoken and pleasant, but breaking down to its usual ugly self by the time the Spot Go cleaner is applied. The fourth campaign built on this a little more, with the spot doing rather poor impressions of movie scenes which were now spot-cleaning oriented parodies. Again, the spot is unable to maintain its movie persona in the wake of being dissolved by the cleaning power of Spot Go.
The idea with the radio ads is simple - have the voice personify the spot. The spot is annoying, so the voice is annoying. However, this quickly became annoying for listeners. So the first campaign featured the annoying spot-voice setting up the character in different commercials for each of the different Spot Go products.
The second campaign developed the voice a little more. The third campaign had the spot trying to disguise itself as more softly spoken and pleasant, but breaking down to its usual ugly self by the time the Spot Go cleaner is applied. The fourth campaign built on this a little more, with the spot doing rather poor impressions of movie scenes which were now spot-cleaning oriented parodies. Again, the spot is unable to maintain its movie persona in the wake of being dissolved by the cleaning power of Spot Go.
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