WISE Methodology
Ad and Pr Lab — Panteion University
We are the Innovartists and our team was created within a course of the ADandPR Lab of Panteion University. Our team’s members are Konstantina, Vasilis, Konstantina, Maria, Amalia, Eva and Marianna. During this semester, in our Lab, we met numerous of new people who came to share with us their knowledge and experience about marketing.
One of them was Mark Aris who is the co-creator of the https://www.4wisemonkeys.gr and shared with us his knowledge. Firstly he familiarized us with the 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.
After learning all about the WISE methodology we had as project to bring an ad that we think is WISE and analyse it by using the WISE methodology. After a lot of searching and considering the WISE methodology we chose the following TV ad of Nescafé Gold which we believe that poses a very good example of the methodology.
WOW!: To begin with, we think that the WOW element is very strong in this ad as it starts with an interesting fun fact “We will meet around 80.000 people in our lifetime”. Furthermore, the setting is something unique for a TV commercial as it is an amphitheater which is something that makes us wonder what will be the next part. Another factor which we found to be WOW is the ad’s song “Stand by me” that is a very popular song.
Insightful: The situation when someone has lost touch with their close ones is the insight of this ad. We believe that is the strongest element of this TV commercial as everyone in today’s world loose contact with their closest friends or even their family members because of their daily life’s schedules. The majority of the viewers could relate with this situation and be affected by the ad’s concept.
Strategically relevant: Nescafé is a company that makes coffee and wants to shows us that we all have the ability to start something, be it big or small. So it remind us that it all stars with a Nescafé Gold. As Nescafé says, “Whether it’s starting with your first coffee in the morning… or even starting a new friendship with a fresh cup of coffee, we’ll be right there with you cheering you on as you star”.
Easy to understand: After taking in consideration the whole TV commercial we believe that the simple content such as the language, the visual representation and the meaningful messages make it very understandable and relatable to everyone.
In conclusion the TV commercial that we chose is WISE. All the elements of this methodology are concentrated in our ad. As a result, we think that Nescafé made a very interesting ad that had an impact in the consumers.
Our presentation in PowerPoint:
This article is about a class of the Ad and Pr Lab in Panteion University.
Our team: Dikibo Kwnstantina, Vasilis Vasilopoulos, Maria Christopoulou, Marianna Menegatou, Konstantina, Amelia K., Eva Vasiou
Professors: Betty Tsakarestou, Diana Birba, Markos Aris
