Be W.I.S.E. and you will succeed.
During our Ad & Pr Lab with Betty Tsakarestou, on our Marketing Lab, we had the honor of hosting Mark Aris, co-founder of the Marketing Agency 4 WISE MONKEYS, (https://www.4wisemonkeys.gr/index.htm) for several times. Our conversations were really illuminating and interesting, but we believe the most important moment was when he told us about the W.I.S.E. evaluation system, a system developed by his company, which is a criteria of finding out if an advertisement is good and successful or not.
W.I.S.E. stands for; Wow, Insightful, Strategically relevant, Easy to understand. If an ad successful answers to these factors, then it is considered successful.
One week later we had to choose a, according to us, W.I.S.E. ad and analyze why it was a good one. Our choice was an ad of the company Scandinavian Airlines (SAS), named “The arrivals” ( https://www.youtube.com/watch?v=eWUYf_zf2O0 ). The commercial also has a background, more specifically, a survey conducted by Epinion in Sweden, Denmark and Norway, that examines how travel changes us. The commercial’s words are based on these findings. You can read more about it at; https://www.flysas.com/wearetravelers/SAS-GoingPlaces.pdf
So, is it w.i.s.e.?
WOW: It gives us goosebumps. It is very touching and moreover it makes us imagine the possible stories of the people appearing in it, and share their happiness.
INSIGHTFUL: Everyone has felt this incredible feeling of looking forward to seeing someone who has been away for a long time and the great deal of excitement. So we can definitely relate.
STRATEGICALLY RELEVANT: It is completely relevant to the brand . The images portrayed are common images that can bee observed in airports and generally shows the aim of bringing people from far, close.
EASY TO UNDERSTAND: The message is clear and the narration makes it even clearer. Everyone can relate and understand the situation portrayed.
So according to our evaluation, it is a GOOD ad.
We would like to thank Mark Aris for the wonderful insight, as well as his company 4 Wise Monkeys. Moreover, we owe a huge thank you to Diana Birba of Coca Cola 3E and Betty Tsakarestou for sharing their experiences and knowledge with us.
By Colorful Minds
Lambrini Tsiligianni Maria Staikopoulou Andromache Efstathiou Marilou Karakosta Nefeli Staikoura Amalia St Eleni Georgiou
