Another N81 Video - The Next Episode
Mark Guim over at The Nokia Blog has found another promo video for the N81 called The Next Episode. This one is alot more mysterious than the previous, and personally, I’m not as much of a fan. For one thing, it doesn’t mention the N81 or show the device at ALL until the end. I’m sure it’s good for driving curiosity about the device, but I just don’t think commercials like that are all that efficient at what they’re for.
There’s plenty of debate in the marketing field as to what denotes a "successful" ad. One side believes that if it’s a memorable commercial, then it’s successful. While that’s true, if the consumer can’t recall exactly what product/brand is being advertised, then is it really all that successful? On the other hand, you definitely want to show the product as much as possible, to increase recognition and consumer recall. So what’s the balance?
Not The Next Episode, in my opinion. Then again, back the original question, where exactly are these "promo" videos designed to be used at? They’re too long for US television (I’m not familiar with commercial lengths in the UK and elsewhere), and I can’t really think of too many places to put a video up in public. Thoughts? Have you seen these videos being played anywhere other than online? Maybe they’re created JUST for online?
Ricky, i’m sorry. I work in Marketing & Comunication (because i can’t work in telecomunications ;)) and i don’t share your point of view about commercials etc.
The product doesn’t need to be seen at all times. It’s the whole concept/story of the ad that makes it remarkable.
For example, Nike ads… You don’t see explicit product when they had a few years ago lots of footballers playing against monsters etc. All you had was national shirts and fireballs. Yet you couldn’t forget the ad and it was talked mouth to mouth…
Just my 5 cents!
Another thing to keep in mind that these are just a PART of the advertising campaign. You will also see posters, magazine ads, web ads etc. where the product is usually there in the picture much more prominently.
I actually think this is a great video, better than the first one. What they’ve done is spend the whole commercial getting you interested in their “next level” of entertainment… then at the very end, you learn the key to getting to that next level, the N81. I think it’s a very slick and well -designed way to market what the device does, not just market the device itself.
-olly
The only place i could really picture this is ad is before a movie at a theatre. It seems way too long for a tv ad and it looks like they put in too much effort for it only to be seen on the internet.
They will most likely use shorter versions on the TV, like they’ve done with the N95 “what’s in your pocket” video.