Hello to all :)

I do not know if this generel forum is the right place for my question. I surpose that Bang & Olufsen do not use the same advertising around the globe. but i will still give it a go :)

The other day i was watching a programe abouth the effects of television advertising. In that programe, they emphasised the lates TV commercial for the Beovision 10 and the expert did a very critcal review of the lates TV commercial.

Link to YouTube (sorry it is in danish, that where the only one I could find); http://www.youtube.com/watch?v=E3qWnhriP-0 

The overall arguments from the experts where that the TV commercial mostly was focusing on highlighting the performance features about the Beovision 10(the quality of the pictures, excellent sound etc. ). The experts then argued that the commercial neglected the more emotionel and imagery features about the Brand and product, and that he is convinced that it is these factors that are most important in attracting new costumers. According to the marketing expert, the commercial do not communicate any feelings, emotions, Bang & Olufsen brand identity, personality etc. His argument was that the performance features would not attract new consumers because, in his opinion the Bang & Olfsen brand i more about the imagery features.  

I actually agree with the experts!! When I buy a Bang & Olufsen product it is more about the emotional and imagery features. often it is a long time dream beeing realised when i finaly can purchase a new Bang & Olufsen product. Obviously the performance features are very important factors about the product it self, but in my opinon the experience of Bang & Olufsen is not about the performance features, it is much more emotional to me. So if I where to diside how to advertise for Bang & Olufsen, I would agree with the expert. And i think this i sad due to the finansiel state of Bang & Olufsen

What is your opunion about the commercial - do you disagree/agree with the expert ? do you like it? do you think that the commercial will encourge people to buy Bang & Olufsen if they are not allready Bang & Olufsen entusiasts? Is the expert, in your opinion wrong in his analysis of the lack af emotions, feelings, identity, personality? 

How would you advertise for Bang & Olufsen if you where the boss?

Looking forward to hear you comments :)

I watched the video without sound (not that I would've understood half of it anyway ) and IMHO it is just what was asked for - it shows the beautiful design nearly as well as possible in 20 seconds, and doesn't have any three or four letter acronyms flying at your face.

Showing the bare loudspeaker driver may be a bit questionable. Those who already know B&O TVs probably can appreciate that they produce sound you can actually listen to, but having it visualized in this ad is probably wasted on potential new customers.

You only get an emotional attachment to B&O after owning it. Any advertising has surely to focus on getting in new buyers who will not usually have an emotional attachment (but may already have a perception of what B&O is all about.)

Graham

B&O marketing communication is paralyzed with fear of offending any segment of the market, and therefore prefers to be product and feature oriented. The various markets review proposed campaigns, and some market always finds something to object to the moment a piece of communication tries to depart from the formula -- and one ends up with communication that "works" everywhere. Or rather, doesn't really work that well anywhere.

I've been there, seen it, cross my heart.

As to the commercial, I'd think that this is something thrown together for the Danish market. It's a little sad when a premium brand ends with "40 inches of innovation for 43.500." At least you get a rough price/inch estimate, and that's always something.

tournedos:

I watched the video without sound (not that I would've understood half of it anyway ) and IMHO it is just what was asked for - it shows the beautiful design nearly as well as possible in 20 seconds, and doesn't have any three or four letter acronyms flying at your face.

Showing the bare loudspeaker driver may be a bit questionable. Those who already know B&O TVs probably can appreciate that they produce sound you can actually listen to, but having it visualized in this ad is probably wasted on potential new customers.

I had the exact same thought about showing the speaker... It's not exactly beautiful, and could potentially fool someone into believing that it is bare!

The women in the com. looks like my mother when I was 12 years old, an old lady, and not to happy, at least she should look happy and maybe younger, and a TV with naked spaekers. No, this one was for the danish market, young people in DK do not buy Beo until they reach the age of my mother when I was 12 years old. Listening to the sound will give the explanation, but Danish comercials are normaly better then this. Danish knows Beo end this was a naked information of a new product and a price, (and my mother many years ago )