Advert research (Forgot to blog this, completed before mood boards)

Before doing my mood boards for my advert I spent some time on YouTube seeing which videos have recently had a high amount of hits and trying to come to a conclusion as to why.
I know from my festival consumer research that YouTube usage is high amongst my target consumer so therefore I need to make sure the advert that I produce for YouTube is of interest to the consumer.

Will it Blend?
At the TFA exhibition a spokesperson from YouTube led a discussion about the impact of social networking tools in the workplace. One example was the success of the blenders featured in the clips will it blend? From producing viral video material to be shared via the internet the business received a high amount of publicity through online chatter and as result their sales sky rocketed. The video was of interest as not only is it funny but the objects chosen to blend have an element of shock advertising as you do not expect an i=phone to be blended.


addidas Originals house party ad
This advert has received over 600,000 hits on YouTube and is therefore of great interest to many. What struck me about the video was the music. It is the background track that makes the advert. Without realising it the viewer finds themselves singing along to the music which is then stored in their memory. It is the likeability of this advert as theorised by (Vakratsas and Ambler, 1999) that gives a positive image to the brand.


From the high internet use of my 16-34 ABC1 target customer I feel it is vital that I produce a viral video for my brand. I also know this video needs to appeal to my target market and not just be available to them. I know that I want music to play a large part in the video as I want the association of my product with festivals to be delivered as a message.