All the hoopla surrounding Trump’s announcing Sen. Graham’s cell phone number …. and Graham’s humorous video of ways he tried to remediate the situation by destroying his cell phone … reminded me of an ad campaign run by a company called Blendtec.
According to George Parker of AdScam ….
At a conference a couple of years ago. GE and their agency, BBDO, made a presentation of their new “Imagination” campaign.
After showing some nice TV spots and explaining that they’d spent $300 million on media over the last year, they proudly declared that brand awareness had increased substantially.
This generated polite applause.
Next up was the Marketing Director of blender manufacturer Blendtec who proceeded to blend:
- a brick
- some ball bearings
- an 8 ft garden rake
- an iPhone
He then put up a single slide showing that every time they posted a self-produced, ten dollar video on YouTube in their long-running “Will It Blend” campaign (which to-date has had more than 220 million views,) sales went up by an accurately measurable percentage.
Understandably, the crowd went nuts.
The point being, GE spent hundreds of millions and couldn’t quantify with any certainty what they had achieved for all that money.
Blendtec spent pennies and achieved consistently significant and measurable results.
Below are the links to the Blendtec iPhone videos… worth watching.
The Homa Files 