ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
Last Monday, Mercedes-Benz released a video that has now been viewed over 4 and a half million times on Youtube.
Its star? A dancing chicken. A bunch of them.
You wouldn't have thought that the best way to advertise the adaptive stability control of a Mercedes-Benz vehicle would be a chicken and a pair of hands showing off their moves but 4 and a half million people disagree with you.
In the ad itself, there is no Mercedes-Benz in the background, no prominent branding, not even a call to action besides the social media links. There is only a series of chickens being moved by safety-procedure-compliant gloved hands while Diana Ross sings jauntily in the background.
So why does it work so well? And how can you can use video to perform the same trick?
1. It's incredibly watchable. Not only do you find yourself pressing repeat, but it sort of makes you want to grab a chicken and try it out for yourself.
Take-away: Be interesting. If you can't hold your audience's interest, it doesn't matter if you're paying your client to drive away in your vehicle - they'll never find out. Always start all of your videos with something that will make your viewer sit up and pay attention. Be innovative and find that thing perfectly encapsulates your product.
2. It's unexpected. Would you guess it was a Mercedes-Benz ad from the opening sequence? No. Luxury car brands and poultry aren't exactly the most obvious of bed partners.
Take-away: Be different. If you've been using the same old marketing spiel for the past dozen years, shake it up a bit. If you always offer your viewer an amazing discount they can now claim for a limited time only, I'm afraid they'll shut off. Frankly, the offers aren't that amazing and the phrase 'limited time only' ceases to have any meaning after you've used it 3 times in the past year alone. Think of ways to surprise your viewer.
3. It gives the audience visual understanding. I'm willing to bet there are very few car-owners, Mercedes-Benz or otherwise, who have an in-depth comprehension of what adaptive stability control is. But a chicken's head not moving with the rest of its body? That anyone can understand.
Take-away: Connect with your audience. When you are an expert in something, you tend to forget that other people aren't. All those phrases that you throw around, like four wheel drive, bluetooth capabilities, and engine immobiliser, are second nature to you - but they aren't necessarily to your customers and you risk alienating them if you forget that. No-one likes to admit their ignorance. So go slower, and explain exactly what you're talking about. If you have to use a chicken to do that, so much the better.