Make It Happen: Marketing to the Infovore, the Discouraged and the Self-Centered Consumer.
Google Chrome’s new ad displays perfect use of a few Neuromarketing tactics. The two overwhelming traits of most consumers, (1) They love to learn something new, i.e. Infovores, (2) Consumers are self-centered. Since it’s origins, Google has focused on portraying the image of their company as the “Good Guys” or known as “We are not Apple or Microsoft”. Though in reality, there are no good nor bad guy companies, their actions in public and behind closed doors are always a concern of consumers. One way to regain consumer focus back on themselves, is to sell them an experience they may need or crave. This wonderfully edited commercial , with many known and unknown faces, conscious and subconscious cues; received many positive feedback instantly on Youtube.com, and only a few negative remarks. I for one was interested in how the individual internet clips, surprisingly, was not all talking about what Chrome’s commercial was making it appear to be. I felt a little deceived and frustrated by this, and there was no small print for disclaimers. Let’s take a look at possibly why?
iJerk™ Meter: MEDIUM – Moderate use of subconscious messages and cues; implied better life.
Google’s conscious messages for this ad is:
1) “Make It Happen!” – You have to take that first step, don’t be scared to fail.
2) “No matter who you are, the web can help you do anything. This year, use the web to make it happen and take life head on. Rock and roll!” – (Enough said)
3) “The Web is What You Make of It.” – Instilling that consumers have the power.
Google’s subconscious messages for this ad is:
1) “You can change the world!” – For those who feel somewhat worthless, discontent, and with a possible underlying anti-social disorders.
2) “It’s okay to do something different, try again, try something new!” – As a new year approaches, try, try, try!
3) “Google products can make you and your life better!”- Make ‘It’ Happen for Google in these trying economic times.
4) “Google Chrome is for people of all kinds.”
5) This year is going to be better than before.
Breakdown: Frame by Frame – Several frames of interest (even though this ad had many).
Message:
The message(s): Hopefully these are messages that we already know, but for those who need the extra inspiration, Google hopes to be that source.
Frame 00:06- “I’m going to teach you, how…”, says the clip from Youtube Sensation, Daily Grace. Her show and this specific clip, How to Give Better Blood, can be viewed here.
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Frame: 00:08 – “…to save the world”, a clip from speaker, Jane McGonigal. Gaming Can Make A Better World, on TED Talk
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Frame: 00:31 – Then you also have the messages “This year is going to be different”.
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Frame 00:45 – “You can do anything”
Effects:
Though the ad didn’t have lightning, glowing or floating devices around people; it did have minimal 2D animations & screen simulation/recordings. The displayed, a cursor clicking a button, search bar typing, and animated logo with icons of services.
Frame 00:14 – “Get Started” button click
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Frame 00:22 – Search bar typing, “how to be a better dad”, a great question to ask. Hopefully the internet can help.
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Frame 00:26 – “Try Again” button, clicked.
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Frame 00:36 – Emailing, “I miss us”, between either sisters or friends.
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Frame 00:58 – The animation of all that revolving wonders that around Google’s Chrome.
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Pretty emotive visuals, which leads to direct and indirect messages.
Colors:
Frame: 00:59 – Main color pallet, aside from the environment and clothing of the people featured in videos. (Red, Yellow, Blue, Green, White, and Grey)
Composition:
There’s not much to say about the composition of this commercial ad. It feels like you are the person who are searching and using the web, which was the desired affect. See images above, under ‘Effects’.
Audio:
The light and cheery music that stimulates the brain. See how, here, at Funmusicco.com.
Numerous people telling you what to do one after the other. See images above, under the toggle box labeled, ‘Message’
Sound Effects of clicking, typing and and symphonic undertones. The brain recognizes the sounds, which makes the visuals of someone searching, typing or emailing more believable.
Manipulation:
After watching the commercial, how do you feel? Inspired? Frustrated? Persuaded? Do you feel like you want to do something or their was a suggestion to take some kind of action? As already explained numerous times in this review, consumers are being told many things, and prompted to take action. The graphics and animations simulate action as to imply how, and the benefits of doing so. Most of the time, by showing people an experience and less of a product to buy, they are more willing to act. If you want to learn about a few tactics on How To Persuade People to Take Action, read more about it, here.
Persona:
Frame 00:25 – The Dad in the crib with his child, following the ‘How to Be A Better Dad’ search.
The usage of Personae were very much present in this commercial, whether you want to think of them as Internet Personalities (paid or unpaid); the goal is to have recognizable or believable faces. The more believable, the more the consumer can imagine themselves doing the same. Almost all People of various ages, races, and creeds were in the commercial to drive home the point of reaching out to everyone as well as implying that Google Chrome is for everyone.
Take Away:
For those who need to be inspired for multiple reasons, making your current customers & potential customers believe they are empowered with your product or service, can drastically increase consumer loyalty and trust. In a time where there are a lot of uncertainty about many aspects in society and in the lives of people, commercials such as this can really inspire.
An annotated version of this commercial can be found here on Youtube.
