Brand Video not Adverts
Over the years we’ve all come to expect certain adverts to appear on TV and online in the lead up to Christmas. There are the usual suspects like Coca-Cola, M&S and in recent years John Lewis. These adverts are often of a far higher calibre than regular commercials. But is it just production values that sets these apart from the crowd?
Obviously for retail companies there are going to be higher marketing budgets involved in peak shopping season, but this isn’t the whole story. What really sets these adverts apart is that they are Brand Videos. While many feature the products that are available over the Christmas season, the primary ‘product’ on sale is in fact the brand itself. The classic example of this strategy is ‘The Holidays are Coming’ from Coca-Cola, featuring the Coca-Cola trucks now synonymous with Christmas. These adverts have been designed to develop a connection with that ‘Christmas Feeling’ and to grow a relationship between the viewer and the brand, what’s actually for sale is secondary.
What’s the Difference?
Compare some of these Christmas brand video adverts to regular Christmas adverts and you can clearly see the difference. In this year’s Argos Christmas advert, the focus is on the product range, not the experience of the brand itself. So while the advert is informative it does not build much of a lasting relationship with the viewer. The advert also has a limited shelf life. A Christmas brand video has great re-watch value beyond the Christmas season into next year, where it will no doubt be compared to next year’s. Which in turn leads to a greater connection with the viewer and the brand.
While it is tempting to stuff as many of the exciting products that are on sale into an advert what is more important here is the lasting experience. Once a connection and relationship has been established with the viewer, that experience will go beyond the Christmas season into the new year and beyond, especially if the actual experience of visiting the store like in the John Lewis example, lives up to the feeling depicted in the advert – finding that perfect Christmas gift.
Christmas Brand Video Beyond Retail
Even in a Christmas Brand Video newcomer such as Lidl’s advert, we don’t actually see packaged products or prices, only the experience of using Lidl – surprisingly high quality. So if it’s not necessary to identify the products then the idea of using a Brand Video can go far beyond retail stores. A Brand Video showcases the experience and tells the story of your brand – it starts to build a relationship with your clients and potential clients. The stronger that relationship with your brand the more likely they are to come back to you again and again.
This Christmas Brand Video strategy clearly continues to work, with the seasonal arrival of the ‘Christmas Adverts’ being newsworthy items, with entire articles dedicated to the subject in The Independent, The Telegraph, and more.