Momentum Experiential: TV Commercials Go Experiential
We here at Momentum Worldwide Australia couldn’t help but notice an ever increasing trend on our TV sets – Experiential TVCs. (a.k.a. Television Commercials)
Over the last few years Experiential TVC’s, or ETVCs (did we just create a buzzword?), have been popping up more and more as brands look to experiential marketing to create compelling content for their TV ads. What’s particularly interesting is not just the number of brands partaking in ETVCs, but the fact the trend isn’t just confined to specific industries. It seems all types of brands are jumping on the band wagon from QSR to Telcos to Automotive.
Whilst the thought of putting the consumer experience at the core of the TVC has essentially been in practice since the first infomercial was created, the industry has certainly come a long way in this space. A great ETVC not only allows the brand to extend the reach of its experiential activity but also allows the conversation to extend and amplify far beyond the moment of the initial experience. Moreover, once the experiential activity is wrapped up and the ETVC launches the experience could even take on a new life form through the viewers interacting further on mobile, social media, etc.
But, as always, the most important insight with any trend comes from investigating WHY? Why have we seen a strong growth in ETVCs?
Could it be that traditional advertising agencies (fomerly known as "above the line") are finally catching on to what broader creative marketing agencies (formerly known as "below the line") have been pedalling for years? Could it be that consumers see more credibility in a brand presenting unaltered real life consumer experiences rather than hearing what the brand has to say about itself? Of course!
Websites such as Tripadvisor and Eatability have risen to success as a result of of high consumer scepticism. People are literally going out of their way to seek out recommendations from strangers rather than trust what companies push in their own advertising so it is no surprise that the tone of the TVC is changing to reflect consumer behaviour. People want to know the truth and the closer we can bring them to it the more they will start to trust brands again.
In a time where the holy grail is creating brand advocacy and the ultimate goal is to maximise peer recommendations we here at Momentum predict that the ETVC is here to stay!
And just in case you’ve been hiding under a rock for the past few years here’s a few of the more popular overseas examples of ETVCs:
Dominos Pizza Holdouts
Hyundai Uncensored
And a noted local example:
McDonalds Playground
