Tuesday, October 29, 2013

Emotion is not enough.



I'm a cynical guy when it comes to advertising. (Surprise!)
If I don't separate my own experience and prejudice, then all media communication are all attempts to get us to spend money on stuff we shouldn't be spending money on. That cute kid they use on the ad? Yea we exploited the parents' dream of having a child star to sell toilet paper to you! SELL! SELL!
If I don't take that sort of skewed cynism out of the equation (I believe film buffs call it the 'suspension of disbelief'), then I could never focus on the technical aspect of the ad itself.

The video above is what they call a 'publicity stunt' to raise awareness of the Melbourne Symphony Orchestra. I'm writing about this because 1) I've been to the MSO and I can say the insight of 'hey! I can do that!' is absolutely spot on, and 2) because it's been done by a friend.

And sure, any other day I'd be extremely skeptical and wonder if the public actually did conduct the orchestra or were they professional dressed in plain clothes. Were they actually playing the music we're listening in the video, or is it simply great editing?

But it doesn't matter, because my friend did it.

And that's relevant to me. That's why I'm sharing it.

That's the important thing.

Big agencies, for the longest time, have championed the rational approach, then the disruption method, and then the 'emotional' sell (lovemarks, anyone?), and then now it's all about engagement, social participation, the share and care.
This campaign made me realise the most important thing in communication, is relevance.

If you live in Melbourne, and you love classical music, then this is relevant to you. Most likely, you will find it heart-warming and surreal. (That's where I take my train to work! I recognise the landmark!)

Does it make people pay money to the MSO? Maybe.

But it does make you feel happy to be living in Melbourne.
And not many ads or campaign or facebook pages can do that.