W.I.S.E. methodology analysis / Magnum ice cream ( Να φύγετε, να πάτε αλλού! )/ 4Peas
Hello from us ! We are the team 4Peas composed by : Revecca Mpaxarnikou, Maria Kakoliri, Maria Zioga, Nicolaou Maria Eleni.
We all study Media and Public Relations at Panteion University — Department of Communication, Media and Culture. This year, was the first year we came in touch with the ADandPRLab and a great experience begun this past autumn. We are so thankful to our professors for the interest, the support, and the wealth of information they provided us. They where there to answer to any question anyone of us had, to guide us to the success. So, Betty Tsakarestou thank you! Thank you Ms Diana Birba and Mr Mark Aris!
During the Marketing Lab Mr Mark Aris, Co-owner and Co- Founder of 4WISEMONKEYS, shared with us the knowledge to WISE methodology. WISE means: Wow!, Insightful, Strategically relevant and Easy to understand. Using the WISE methodology, you can actually evaluate a campaign and realize whether that campaign is successful or not throughout these rules.
Specifically :
WOW
In order for an ad to be considered wow, it should cause some feelings to the viewer! A wow ad should be either fanny, breathtaking, emotional, surprising and generally should provoke a strong feeling.
Insightful
In order to be insightful, it should be an ad that we could relate and find in it insights from our own lives.
Strategically relevant
In order to be strategically relevant, it should be an ad that we get what is the specific brand that it is advertised from the moment we see it.
Easy to understand
In order to be easy to understand, it should be an ad that shows a message which is clear and easy to comprehend.
After the presentation, Mr Marks Aris assigned to us to find an ad that complies with this methodology. We chose the ad of MAGNUM ice cream.
MAGNUM ice cream ad :
In this ad we see an elderly man being disturbed by a bunch of young boys playing loud music with their band. Specifically, the old man furiously knocks on the boy band’s door and a young man opens the door calmly. The young man is holding an ice cream, and he looks down at the old man who is yelling at him because he feels disturbed by the loud music. The young man doesn’t seem to care about what the old man says to him, he looks at the old man undisturbed and he is licking his ice cream. Then a spot says ‘stick your tongue out only if it’s worth it’ and we see some more information about the magnum ice cream and where to find it. After the spot we see againg the young man enjoying his ice cream and at last scene the old man is eating a magnum ice cream repeating the words he was yelling before ‘Να φύγετε, να πάτε αλλού’ but now calmly, because of the ice cream and its nice taste.
We believe that this ad is W.I.S.E. because :
WOW: It is a different ad with humor and makes the viewer laugh with the situation it describes.
INSIGHTFUL: Tha gap between the generations. It is a situation we are familiar with, not being able to agree with old people.
STRATEGICALLY RELEVANT: Advertising is addressed to all ages. We all eat ice cream.
EASY TO UNDERSTAND: The message of this advertise is simple to understand. We easily get the point the ad wants to pass.
Thank you! Betty Tsakarestou Diana Birba
