Adam and I spent the morning discussing marketing numbers, like CTR, CPM, CPA, other C things. Adam is a mathematical kinda guy, and so he always focuses on numbers, and course correct based on those numbers. While I agree with his approach, my natural inclination is to put much more faith in intuition.
There was a famous legal case from America, Jacobellis v. Ohio, 378 U.S. 184 (1964), where the Justice Potter Stewart wrote about hardcore pornography:
I shall not today attempt further to define the kinds of material I understand to be embraced within that shorthand description; and perhaps I could never succeed in intelligibly doing so. But I know it when I see it, and the motion picture involved in this case is not that.
Rather than trying to claim that I know a good ad when I see it, I am asserting that I know a bad ad when I see it. We have put up a few bad ads in the last two weeks, and I knew it... but I wanted to push them to see how much traction there was between the ads and the public.
The answer: not much at all.
Having lunch with Nic today gave me two hours to take my mind off the numbers.
New ad creatives from tomorrow...
Other than when I am smoking or drinking, I am most creative in the shower. Since I don't smoke (except maybe once a year) and I am reducing my alcohol intake, I have been taking long and frequent showers, drawing pictures on fogged up glass, and humming songs by The Temper Trap. I blame Sam for those earworms.
An aside: listening to the album Conditions always reminds me of when I first landed in Brisbane in 2009, and living in a hotel suite. When listening to the songs, I am back in that room again - feeling the wood grains on the dining room table, the regular lumpy patterns on the brown checkered carpets, and the smell of the chlorine from the pool level... that was an unexpectedly defining period of my life. The songs also make me feel a deep sense of sadness, and I am not sure if that is the intention of the songs.
Here are some examples of those new campaigns.
"This could be you" campaign
The most recent campaign idea from this morning's shower was to put up desirable photos of people having fun, with variants of the caption, "This could be you. VIVA is a free app to help you find events you'll love!"
"Hold parties, make money" campaign
Neville sent an email the other day about an American app called Tuurnt - weird name - which is a US college app that calls itself the AirBNB of parties. People host a party, then sell tickets to their house party. It seems like something that would only work in American college towns that have only two bars and too many college kids... and it is something that would work phenomenally well over there.
My intuition reacted with a "eek, gross" when I read the story... but there was something there from a marketing angle - we are just not sure what exactly that something is at the moment.
"More than searching" campaign
Here's one which I forgot about. The note I jotted down on my phone was, "Why walk when you can run? When search when you can find?"
It feels like we have taken Lurnea's idea - so smart, it's simple - and veered into the corn field.
"Keep it simple, stupid" campaign
We actually tried this one already, but I don't think we did a good job on the creative. The idea is to simply say to the audience, "This is VIVA. It's an app that connects fun loving people like you to events you'll love. Take a spin!"
"Right here, right now" campaign
"Instantly find events near you!"
That's another super simple one. The biggest problem is that I dislike the word "event" because it is too narrow.