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January 20, 2011 / Adam + Dan

Ideas that sell

[tweetmeme source=”adamanddan” only_single=false]Think of a insurance comparison website. Think of a money lending service. And think of a website you’d go to if you were trying to sell your car.

For most of you, you’ve probably thought of Go Compare, Wonga and We Buy Any Car.com

Why? Well it seems whilst every brand is trying to have conversation with their consumers, the brands that shout their message are winning.

We’re about 3 weeks into the new year and everybody’s already looking for the next big ad. There has been a few that seem to be on everyone’s mind at the moment. “More Than Freeman” is a nice concept and really well written. However it hasn’t yet taken off as well socially like the Meerkat did.

However the three campaigns we keep seeing are WeBuyAnyCar.com, Go Compare and in particular Wonga.

Wonga ads seem to be everywhere. TV, print, tube, radio, Facebook and even in-app ads. You just can’t get away from them. Now there’s nothing special about the ads, they simply explain the service. But because of the media placement and spend, you remember it. There’s already plenty of other business’ about like this, but not many that specialise in small loans. So because they’re saturating the market with their ads they’re becoming more and more popular.

The Go Compare ad was annoying at first. And granted to some it still is. But it’s become something we accept in life. It seems every month there’s a new ad staring Gio on our screens, and we end up singing the tune for the next hour.

The webuyanycar.com adverts seem to get even more annoying (but catchier) every time. So we remember them. For those of you who watch Dave, you definitely won’t be able to escape their idents either.

It doesn’t matter if they’ve been voted the most annoying ads of the year. Those annoying ads stick in our heads more than the others. So when we do want to sell our car, compare quotes or borrow money, we’ll go to them. And that means they’re selling stuff.

Now, don’t get us wrong, we love creative ads. Everybody wants to make one, but it shows that not every brand requires a world changing idea. If it gets results, it’s been successful. Maybe we should think about earning the client 6 million pounds in revenue, instead of 6 million views on YouTube?

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5 Comments

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  1. Joe Cooper / Jan 20 2011 12:18

    Another good post, I completely understand the point your making, not enough creative teams/marketers have the companys bottom line in mind. I also think an obvious but annoying trend especially of comparison sites is that they all seem to be personifying the brand, money supermarket/confused/go compare/compare the market/which? I know theres no need to reinvent the wheel but surely to stand out in an almost saturated market something new would be a better vehicle to announce the brand.

    What do you think?

    • Adam + Dan / Jan 20 2011 13:58

      Thanks very much and we totally agree with you. Have a read of this blog post by Dave Trott. He talks about how ideas can become like fashion and once everyone copies, it’s no longer creative. He hits the nail on the head.

  2. James / Jan 21 2011 15:03

    Do you have any reports that suggest that they are indeed making lots of money?

    Whilst they may stick in your head, it’s most definitely for the wrong reasons, and people may choose NOT to go to these websites purely for the fact that they despise the adverts.

    Not saying you’re wrong, just a suggestion.

    • Dillon S / Feb 19 2011 13:10

      Have to agree with this viewpoint, I’d kinda like to see the figures that back it up as well. Agreed, they stick in your head, they’re far more memorable, but definitely in my case, and in the case of most people I know, I’ve actively avoided those websites, out of contempt for their advertising. webuyanycar.com, because of the cheap ads, and the overbearing media presence, strike me as budget, untrustworthy, kinda dirty if I’m honest, and every time I hear the words “Go Compare” I find myself prefixing them in my head. As in “F*ck you Go Compare”.

      • shib / Feb 20 2011 16:46

        I have to agree with your post Adam and Dan. Who says you have to like the advertising for it to work? Repetition is the oldest trick in the book!

        And it does work, if you look at search volumes, go compare and compare the market have similar search volumes now, then they did in 2009: http://www.google.com/trends?q=go+compare%2C+compare+the+market&ctab=0&geo=gb&date=all&sort=0

        GOOOOOOOOOOO COMPAREEEEEEEEEEEEEEEEEEEEEEEEEEEE.

        ha, sorry I coudn’t resist 😉

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