My workday adrenaline is fueled by the fact that business innovations are exciting, new technology enthralling. Likewise, B2B marcomm messaging should tap into new and engaging energies, rather than reverting to hyperbole and braggadocio. And why do we need to always be as serious as a funeral home?
So, here’s my first in a series entitled: “Best B2C Campaign Themes to Borrow for your BtoB Messaging.”
First up: KIA Motor’s “You Can Go with This, or You Can Go with That” TV Spot for the Soul. Gotta love it. Amusing nonsense.
I can imagine the ad people pitching the idea to KIA: “Yeah, so we’ll have these really badass rappers from the hood, but they’re hamsters.” The use of small appliances is brilliant; it takes me back to my irreverent/irrelevant college radio days back in Ann Arbor, with Fraser Smith, John Giese, Daddy Wags (where are they now?) and occasional Firesign Theatre guests. Lots of non sequitars.
So now, imagine this. Your next B2B campaign. Bag the “solution” laden copywriting mode, and instead use vivid images captioned with “you can get with this” (your offering) in contrast to the chaotic alternative if you “get with that.” Obviously, you can’t use KIA’s actual rap tracks; we’re talking about parody or similarity here.
More to come. If you’ve got a favorite, please let me know.