First, the radio commercial:
The message delivered by this radio advertising:
“We, the advertiser, have some sort of discount!”
Rather than tell us about the discount, we are instructed to “learn more” at their website.
Sure. We’ll do that. We’ll assume the responsibility of educating ourselves about Progressive Insurance’s new discount.
Of course we will.
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Here’s how I see it……
hey, we got a great discount…..we really want to promote the discount in a 30 sec radio ad…..but it is insurance, it’s not like a retail discount, where you give a certain percentage off for every person. How can we do this? Hey I know, we’ll drive people to the website to get all the details we can’t fit in 30 secs. And if we hype it enough, to the point where people might think it’s the second coming, perhaps people will be enthusiastic enough to do just that….they have smartphones right? they can do it very easily right?
Sorry, it’s not a bad spot. It’s a good attempt at trying to drive traffic to the website. It could be better though. Perhaps they could take a hint from the Geico ads and say how much you might be able to save and tag it with the website for more details. I’d be more inclined to go to the site if you give me a % I like then just a hypy read by the talent.
I guess i’m a numbers show me the money type, which I look at the cost of saving money. Sometimes the cost of saving money is too high and it doesn’t pay to save money. Most discounts can be like that.
Sometimes with Mr. O’Day (as with all of us) “Bad” means N.I.H. This to me means “I didn’t invent this idea, nor does it conform to what I make money teaching so even if it’s good, it’s really bad. ” Things people “teach” in subjective areas such as copy creativity and effectiveness are rarely black and white as in “all good” or “all bad”. But we know if it wasn’t invented by the author, it will most certainly start the at-bad with a couple of strikes against it. Human nature. Not a dog story, either!!