<<
Sphere
#40
2016
23
The initial campaign was the first time ever
that a hashtag was used in TV advertising.
Having #DancePonyDance added to the
end of the video was a deliberate strategy
to help ensure one consistent hashtag
was used by people sharing the video.
By accumulating shares with consistent
hashtags, the advert was able to achieve
trending status, which facilitated more
shares.
But what was truly driving the campaign to
spread like wildfire?
“Strong emotional engagement, and an
added element of surprise, is what drives
people’s desire to share,” suggests
Mr Malleschitz. In fact, a majority of social
media users reported that the adorable
Shetland pony inspired ‘happiness’ and
‘surprise’.
ENGAGE
Mr Ng suggests there are two ways to
encourage a viewer to share content. “It’s
either because I feel it’s relevant to me,” or,
“It’s just so great and interesting I want to
share it.” Knowing what may be relevant to
a certain target group, or what is great or
interesting, may be a bit more complicated.
“That takes experience and knowledge
about the market.”
When asked whether companies may be
drawn to online campaigns to avoid the
cost of placing ads in traditional media,
Mr Ng advises, “You shouldn’t do an
online campaign because you don’t have a
budget. You should do it because an online
campaign can reach your target audience.”
Whether it be jingles, celebrity
endorsements, or online advertising
campaigns, both Mr Ng and Ms Ip agree
that these are just different tools for
different times.
“All good communication campaigns are
like cooking: Make use of the best and
freshest ingredients. Advertising looks at
the best channel and technology available
to allow a concept to evolve and develop,”
says Ms Ip. Whether 1980s jingles, 1990s
pop stars or the power of the hashtag,
CK Hutchison’s best marketing minds
are cooking up new ways to get brand
awareness into hearts and minds around
the world.
Jingles that forced product awareness into people’s
permanent consciousness with undeniably catchy tunes.
“All good communication
campaigns are like cooking:
Make use of the best and
freshest ingredients.”
Stella Ip
Director of Operations,
Hutchison Asia Telecommunications
