I attended a focus group yesterday.
There were two ads featured.
The first ad was a product ad.
It showed a fairly unremarkable product,
touting reliability.
The second ad was a story ad.
It told a story about the product user
and featured the product
as a reliable part of that person’s life.
The first ad was safe.
It got okay reactions
but I doubt anyone would watch it
more than one.
The second ad divided the group
into those who hated it with a passion
and those who loved it with a passion.
Participants cared.
They either hated the product user
or they adored her.
The moderator tried to steer conversation
to a competitor’s ad campaign.
The participants returned back to the second ad.
You may think…
no brainer.
Go with the second ad
but I bet
there are as heated discussions
between executives
over the focus group results.
Why?
Because the second ad is scary.
Some participants HATED the ad.
To set yourself up to be hated
is very, very scary.
I’m betting they chicken out.
Would YOU chicken out?