The campaign theme for this product is earning the customer’s trust and getting them to believe in the reliability and utility of the product. As trust becomes a rare commodity online due to the proliferation of fake news, brands need to connect with their customers on a deeper level (Visentin et al., 2019). Besides, the lack of trust between the consumer in the product will hurt the manufacturer, given that alternatives can be found easily online (Bakir & McStay, 2018). The theme for this campaign, therefore, is to create and earn the trust of the customers. This trust should be enough to penetrate the fake news clouds as well as competing messages from the competition. However, given that the audience is spread and different strategies need to be used, the campaign theme should pass the same message, “this product is trustworthy firstly, due to its inherent quality, the manufacturing process that went into producing it, and the quality control measures taken.’
Traditional Media Ad
To be run through several traditional media channels, the tag line for the product is “to never let you down, never leave you hanging.” This line is a promise to the consumer that they never have to think twice or doubt the product. They never have to worry about the product. All their worries should be that they do not have the product. It is also a pact that guarantees the delivery of a quality product. With this slogan, the customer is front, left, and center. There is no room for showing how it is done. It is an abstraction, a separation of concerns between the producer and consumer. You do your thing, I do mine, and we meet in the middle.
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To showcase the theme, the slogan will be accompanied by the use of both visual and multimedia marketing channels. The visual ad, for example, will showcase a child on a swing being pushed higher by her dad. However, her facial expression and body language only shows her having fun. She is not worried that the swing will break or that her dad will push her too far. All she knows is that she is happy at the moment. Should anything happen to her, why worry when her dad can almost guarantee her safety. This is the message being put across by the visual and will, therefore, have the slogan at the bottom of the ad.
Electronic Media
For the electronic media, the tag line can be ‘We exist to carry your worries away.’ This line is an enhancement of the previous headline used in the traditional media. Its primary emphasis is to show how the abstractions are used. The consumer does not have to worry about the product, that is the job of the producer. All the consumers have to think about is how much the product costs and in what quantity. The rest is the producer’s job.
To achieve this, a simple animation that traces the journey taken to ensure that the product being used is safe. Through different transitions, it is made clear that different layers focus on different things or aspects of the product. Though no technical details are provided, the ad should give a general feel of attention to detail, especially on the part of the producer.
References
Bakir, V., & McStay, A. (2018). Fake news and the economy of emotions: Problems, causes, solutions. Digital journalism , 6 (2), 154-175.
Visentin, M., Pizzi, G., & Pichierri, M. (2019). Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands. Journal of Interactive Marketing , 45 , 99-112.
