Community Tumblelog » A mi me cuentan una buena historia... | They tell me a good story...

Comments

• 

  written on 15-Jul-2010

  adman [http://www.ilanandfriends.com] says:

  Good work, nothing extremely original, but a "natural" flair and an attempt to pay respect to beautiful girls who are otherwise abused in other beer commercials...
  Overall fun for all.
  I think the best way to learn "what we think" is to ask consumers. I assume most of us here are professionals in the ad/design/branding/marketing business.
  We are somewhat cynical, wiser, critical and one track minded when it comes to such stories.
  Will it make the cash register ring, will it create an ever lasting favorite brand? I'm not sure.

• 

  written on 15-Jul-2010

  julio.ferro says:

  Joining the conversation. Sorry for my english, I'll try to do my best...
  
  We usually hear about brands trying to be part of consumers' lifes but sometimes (if not the most) we are spectators of someone's else life. This is the traditional advertising formula, nothing new. Let's connect the brand with a lifestile and with symbols to point to the people what the brand represents.
  
  What's the reaction (and this is just thinking out loud)? Instead of trying to get into my life, why don't you try to be a facilitator of some special ocasions? This is about experience, isn't it? I mean, I'm a big fan of some brands but they're not present all the time. Here's where I think brands should connect to certain moments of our life and identity (not them!).
  
  Cheers

• 

  written on 16-Jul-2010

  cristian.saracco says:

  Hi there!
  
  Thanks fro your comments!
  
  It's true that we have certain bias when we see an ad... I agree with, we have to ask consumers (actually, some people who visit Brand 3.0 are far away from marketing, branding, PR....). I'm waiting some answers from them... And also some results from the Meme!
  
  Julius, as you've said, brands are to help, to support, not to sell... We, as consumer, buy!
  
  The question is: Is there any brand that tells you a great story? What is it?

• 

  written on 19-Jul-2010

  EdH says:

  Cristian (and Hello all others) .. To answer your two questions posed at the start of the post, from my perspective:
  
  I agree that the format and approach of the commercial and story are not ground-breakingly new ) however, there was a confluence of events:
  
  - I have enjoyed Estrella before and so I bought some to enjoy during the World Cup Final (it seemed appropriate);
  - I have come to know Cristian as a friend and he lives in Madrid;
  - Spain had just won the World Cup for the first time ever;
  - My wife and I vacationed in Majorca (many, many years ago) - as well as other island locales in the Mediterranean;
  and
  - I was looking into the background of Estrella online before sending a message of congratulations to Cristian (and found the 2010 commercial on YouTube) ....
  
  Hence, what it did was "engage" me, and my wife Katie, and gave both of us that vicarious joy, remembered as a "natural, honest, fun way of living" ......
  
  .... but to engage us it had to do something .. and the appeal was not the sun, water, boat and beer (really!!) .... it was the feelings felt because of the whole story - the rest was the backdrop ..... it was relating to experiences we have had ... together ... or before we met ..... So, happy memories were part of this - as was a certain yearning we continue to have for that part of the world - for real or imagined reasons ) ..... and it felt completely appropriate as commentary to the occasion .....
  
  (Note to all: I suppose if we could all learn how to "bottle" this particular emotional potion for each and every individual, we would all be spending more time at the beach, or on our boats ))
  
  So YES - for me, a great story - not necessarily unique, but one I related to with Katie - the love of my life ...
  
  
  The second question I have been toiling with ... trying to identify a brand that is currently telling ME a great and unique story .... not me the brand person, not me the marketer, but me the person living my life and doing the things I do ... here's my approach
  
  Airlines ..... nothing special ... actually nothing much of anything
  Banks .... don't believe any of it right now
  Insurance .... trying too hard
  Fast Food .... I hope they're not talking to me
  Destinations (vacations, etc.) ..... We go to our land to "get away from it all" ... so lacks relevance
  Cities .... they are losing their story and raison d'etre amongst all the severe budget cuts and financial struggles
  Food Co's .... nothing particular comes to mind
  Auto's .... VW had me watching for a while about 2 years ago ..... but no-one has me pulling my wallet out and creating "desire"
  .... and the list goes on .....
  
  Perhaps I am not a good target, perhaps brands are not interested in me anymore (too old?), perhaps I've been in the business too long .......
  OR
  .. perhaps brands need to start understanding what will inspire their customers, what will engage them in a story that includes them (thank you Julio), that will make them want to be a part of something real that is happening and is relevant ... something truthful and meaningful ...
  
  Yep - that sounds about right ))))
  
  Thanks as always Cristian for opening the door to interesting discussion and debate - look forward to hearing from the rest of the great people here ..

• 

  written on 19-Jul-2010

  cristian.saracco says:

  Hi Ed!
  
  Considering that right now I'm in Rota, Spain (meaning beach, sun, doing nothing... and early in the morning a couple of F16... If you want, see 'Av. Punta Candor y Calle de la Bulería, Rota, Spain' in Google Maps )... just one word comes to my head... 'chapeau'!
  
  Thanks for your participation and your thoughts!...
  
  In a couple of days, I promise, I'll be back with something better! And I hope more people share his/her thoughts here!
  
  Cheers!

• 

  written on 20-Jul-2010

  EdH says:

  Looks very nice and peaceful ... you are obviously doing something right )
  
  Enjoy .....
  
  Oh - and learned something new again!!! That there is a difference between chapeau .. and ... chapeau!
  
  I thought (before checking) that you needed a hat because of all the "beach, sun, doing nothing" )

• 

  written on 20-Jul-2010

  jamey boiter [http://www.boltgroup.com] says:

  i guess i should give my 2 cents on your questions, since i helped instigate this. sort of.
  
  for me, as a consumer, now, not a brand guy, the estrella campaign, while not original in concept, takes advantage of my own experiences as a youth [while not nearly as romantic in reality] and allows me to go to that place emotionally. i'm more inclined to try their product [which i already like] and have my own life's adventures intertwine with that of the brand. i'm more emotionally attached to that brand that other beer brands. and that becomes my preference when wanting to enjoy those youthful pleasures of freedom again. even if i'm just sitting on my patio on a lazy afternoon.
  
  are there any other brands out there that speak to me the same way? very few. tiffany still expresses the pillars of their brand well to me through their e-blasts, their stores, their package. my wife still has the blue box her engagement ring came in. american express still gives me confidence. land rover gives me pride in ownership and has exceeded my expectations. oh and jack purcell tennis shoes. the same for 35 years, for me. ha!
  
  

• 

  written on 26-Jul-2010

  Pedro L. Gonzalez [http://www.marcaconfiable.com] says:

  Thank You for this nice initiative Christian.
  
  This is the kind of commercial that wants to transfer you emotions, like the ols Coca-Cola ones did. Many of us in Spain has -one or another- lived something very similar to the story told in the ad during our young days.
  
  The beach, the sea, younger like us from all over the world, our desire of freedom and knowing different people..
  
  Uhg! Wonderful! But....I am not sure this will drive a lot of direct sales for Estrella. You cannot build brand based añone in advertising.
  
  This commercial give positive views for responsible consumption of beer but says little about, why I should chose Estrella among the many brands in a bar or supermarket.
  
  In Catalunya, Estrella has won a reputation to be the beer of the region, so evryone asks for it. This is not the situation in the rest of Spain or the EU. Then I think they should use many other approaches: PR, stakeholder relations, website to build a brand with solid basement: good product of great quality, responsible business, good employer etc etc This is not achieved with a campaing or hundreds of campaigns but with a day to day responsible behavior in the market.
  
  Another examle is Heinekken marketing in Spain. They are leaders in outside concerts to the extreme thta one cpuld think they are a music brand, But truth is that their marketshare in Spain in minimal and all the great partie and concerts they organize has not contriuted at all to their growth.
  
  It is time to try different ways to achieve results!

• 

  written on 07-Aug-2010

  Francisco Pestana [http://www.advisium.net] says:

  I fully agree with Pedro. I would be surprise that this advertisement drive more sales. Actually I am afraid that a long-term ride of this campaign will destroy brand value among the traditional target segment for this beer (basically, male). Damm has been trying during the last years to build a link with the female segment, as many other beer producers have tried to. In my opinion, this communication builds on female aspirations (romanticism, sweet moments) and forgets who their real customers are... Appealing the female segment is not wrong, since most of the grocery purchases are performed by them but I think this is not the right way to do it.
  
  I am sure that Moritz (http://www.moritz.com) an emerging local competitor with their continuous success with non-traditional marketing actions, with fresher packaging design and with a growing presence at the on-premise and off-premise points-of-sales, will gain SOM to Damm in Catalonia. On the other hand, I would bet as Pedro states that Damm won't gain quota in the rest of Spain (at least not with this campaign... which YES... it has beautifull / outstanding images of the Mediterranean landscape and may gain creative awards... as many TV campaigns with negative ROI but a "sexy-appeal" to the "creative" community have been awarded over the last years).
  
  There is no formula, but Damm should try to understand their market... convince their shoppers... delight their consumers!

Leave a Comment

Name:
Email (will not be published):
Website URL:
Comment:
Subscribe to comments?
Security code:

Add comment