Has technology murdered marketing?
From 1999 onwards Budweiser managed to get everybody screaming down the phone at each other.
They’d not created an advert. They’d created a cult – something that people wanted to be part of with the “Wassup” series of adverts.
It was so different and to quote DDB’s John Begoni, ‘This didn’t feel like advertising.’
Fast forward to the modern day and Facebook are being slammed for dodgy data, GDPR is about to delete half of your email list, and we are constantly being bombarded with content for the sake of content.
What are we being sold?
We are now being sold the latest thing that will 10x your growth! (Yeah, right!); chatbots that are better salespeople than you; and marketing that works even when you ae asleep, repeating the same message over and over and over…
Blogs, vlogs, podcasts and pugs (okay, so we maybe not pugs) are flooding our social media every single day.
It appears that nobody has the time anymore to say, ‘Wasssuuup!’
Wassuup didn’t rely on tricks or surveillance or data. It relied on selling a simple story that people could relate to and want to be part of.
‘Wassuup dear? It’s your mother’
As Ad Age put it, any advertising that has mothers leaving ‘Wassuup’ on answerphone messages has got to be good.
We can’t afford to Wassuup
We know what you’re thinking out there: Wassuup was for a massive corporation. As a small business you don’t have the budget that allows for that sort of creative.
No agency needed
The thing is, here’s the rub… the idea didn’t even come from an ad agency! Budweiser took it from a short film by Charles Stone called True (little known fact there for you).
The point is that the campaign was inspired by a story. In marketing, that is what has always worked and always will.
We are literally telling you a story right now… live.
There’s no doubt that technology will continue to throw up new tricks to get your audience to buy – and to be honest, we’ll probably try them as well…
Technology isn’t marketing
But, technology isn’t marketing because anyone out there can use it. This has created a sloshpile of nonsense.
Basically, we need less WhatsApp and more Wassuup!