First, the radio commercial:
When you have just 60 seconds to talk to your target audience, you need to identify your “Core Message” — the one thing people to hear, to understand, and to remember.
When you have just 15 seconds….Well, “Core Message” becomes even more important.
In just 15 seconds, this Shakey’s radio spot manages to say three things that have nothing to do with their Core Message:
- Is something missing from your pizza?
- “Get out of the box.”
- “Put the ‘parlor’ back in ‘pizza.'”
(Those last two are from the “We’ve Got A Slogan So Dammit We’re Gonna Use The Slogan” Department.)
But the core message — maybe you’ve already forgotten it — is:
“Text us and you could win a pizza party for ten.”
This entire quarter-minute of radio advertising should have been devoted solely to enticing people to text their entry.
“Win a pizza party for 10 people” has Enticement Value.
“Get out of the box” has no Enticement Value.
Sometimes you just don’t have time for your expensive Madison Avenue slogan.
Comments on this entry are closed.
I like Pizza Steve….I text to vote them off the island so they can take a class on Standing Out Value!
The texting to win message certainly gets audibly lost in the clutter of the :15. You don’t need the woman “it’s a shakeys pizza parlor party” really. just have the main VO guy read it.
As you say, the agency slogans tend to add no value, and are needless. This makes me wonder if they really want you to text anything at all to win, or just want to get the brand out there and “appear” that you can win something by the listener.
At “the core” What the client WANTS [Pizza sales] they did NOT get.
What the client NEEDS “out of the box” is a NEW AD AGENCY.
How about: {ANNOUNCER:RIP AND READ}
“STOP…PULL OVER…TEXT SHAKEYS NOW AND WIN…YOU HEARD US…TEXT SHAKEYS PIZZA PARLOR AND WIN A PIZZA PARTY FOR TEN PEOPLE …TEXT SHAKEYS PIZZA PARLOR…BE A WINNER …TEXT SHAKEYS… DO IT NOW…