The challengers group was created within a course that called ADandPR Lab at the Panteion University .Our team consists of 4 members: Angelika, Vivianna, Evelina and Eugenia. As our name expresses, we are a team that dares to deal with challenges and one of these was our collaboration with valued people in the field of marketing and advertising.We took many supplies and knowledge for the future and we want to thank all of them for their contribution.
One of them was Mark Aris,co-creator of the 4Wise Monkeys Boutique Creative Agency,who shared with us the W.I.S.E methotology that will help us to evaluate advertisements.The W.I.S.E methotology according each initial letters means:
W:wow . It concerns the wow effect that attracts the viewer according to how impressive the ad is and if the special effects or music will be catching.
I:insightful. It concerns how the viewer can be related with the ad and if the ad use references that correspond to viewer daily life.
S:strategically relevant. If the purpose of the ad depict the main consept of the brand.
E:easy to understand. It refers to the meaning of the ad. If the viewer can understand the scenario and the purpose. So is really important to use obvious and comprehensive terms.
So as a team we applied the W.I.S.E methodology to an ad we chose.The advertisement concerns a campaign of Volvo for a new car model. https://www.youtube.com/watch?v=bRuzAEbkGMg&t=15s
According the W.I.S.E methodology let's see if this ad was successful or not.
W.I.S.E. Methodology
ØWow: Its cinematographic approach and the little girl’s narration draws the viewer’s attention and engages them.
ØInsightful: The viewer can relate with either the parent or the child of this story.
ØStrategically relevant: It promotes the brand’s main goal and the customer’s demand, which is safety.
ØEasy to understand: The story’s structured plot makes the commercial’s main point understandable and relatable for the average consumer.
