I’m a bit of a fangirl of the SURREAL marketing team because they nail it. Every time. (Well done guys) 🙏
You might not be their ideal customer so these ads may not appeal to you, and that’s ok… and that’s not the point.
The point is that we need to CONNECT with our audience.
So what can you take from this campaign to level up your marketing too?
Be timely - Exam result dates are known well in advance, so the team will have been planning this for a while. The flip side is that sometimes you need to be responsive to a trend.. whether for or against! Take a stand. Be prepared for both.
Humour - I love the self deprecation. 47th cereal company… Not a giant, not the same as the rest, and not taking themselves too seriously (although to do this stuff consistently, they’ll be taking their marketing and branding seriously). Even ‘serious’ companies can harness humour and it won’t detract from their professionalism. Infact it’ll probably make them stand out in a crowded and clouded market.
Know your audience - ever wondered why we need to know about oxbow lakes, and other things we had to know for our GCSEs and haven’t used since?! Nostalgia can be a great way to make an emotional connection, so looking back (not in anger😉) really works, and the use of ‘finally’ really underpins all of this. It’s like a massive eye roll… which in itself will appeal to some for its sheer cheek!
Know your audience #2 - some audience groups are focused on their health (and others aspire to so will buy into health messages), so peppering content with health creds reinforces the connection… but they’re not smacking us around the face with the health stuff. Just quietly and confidently leaving it there. Do the same. Know what your audience feels passionately about and play into it.
Know your audience #3 - audiences mostly don’t care about what WE want to tell them. (Only my mum cares about my achievements) so make an emotional connection first, then add in those elements like, in this case, protein vs sugar.
Brand consistency - their visuals are strong and consistent. You could probably identify a SURREAL advert if it had no logo on it. That’s good branding.
Just a few thoughts.
What are you going to do??
FINALLY USING OUR GCSEs
We spent 5 years learning about oxbow lakes and right-angle triangles, only to end up working for the UK's 47th largest cereal company.
So, in honour of GCSE results day, we've decided to finally put our, ahem, "knowledge" to good use, and make some cereal adverts using everything we learnt.
If only our teachers could see us now, they'd probably say "you've turned out even worse than expected, and we had low expectations to begin with".
Human Resources Director
3moCongratulations!