AD WATCH: frengers communications director's most/least favourite ads

AD WATCH features marketing industry figures providing their opinions on what they think is some of the most inspiring and disappointing work they've seen. As long as it's not their own!

In this edition:
augustin compress

Augustin Chan

Director, strategic planning

frengers communications

HOT: Stage your Driveway – BMW

When we are talking about the automotive category, what they are always trying to do is build brand love and drive consumers to the showroom to take a test drive, ultimately.

But we all know that it is not that easy, especially when we are talking about asking someone to spend US$50,000 on a single purchase.

Yes, this is not a new campaign, but what I like about it is not only about extending the “showroom” concept to a new platform, but also tapping into the moment when consumers are ready to make a larger purchase – their future home.

Imagine when you are ready to make that purchase, your future home. It means you want to make some changes in your life.

After you have browsed tons of new houses but you can’t find your ideal one, consumers can easily fall into another option, like, “OK, I need more time to find my perfect home, but maybe I can spend less and get a new car first?”

And that’s the moment where BMW comes in, smartly and subtly.

NOT: Fuel House – Jack in the Box

Brands are trying to stay connected with consumers with always-on content, and to build a long-term relationship.

Jack in the Box is injecting a whole new dimension to their images, by sponsoring Dallas Fuel e-sport teams and creating the Fuel House.
The idea is appealing when they treat the sponsorship itself as the master content and spin tons of engaging content that is tailor-made for multiple platforms.

However, what I felt is the disconnect on what they did and the brand itself. I do not see the “WHY” behind the sponsorship.

It only appears to me as another animation appearing on Netflix or other video platforms, where consumers may lose their interest at first sight. I appreciate what they want to achieve, and the campaign has definitely created noise. But to me, the Fuel House may lack sustainability and originality.

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