What is Disruptive Advertising?
Disruptive advertising can be a little difficult to define. To a degree, disruptive advertising is a form of advertising that is effective due to its unexpected content. It’s a great way to really grab a viewer’s attention and get them interested in your product or brand. Many forms of disruptive advertising end up going viral simply because the fact that it is unexpected makes it so entertaining and eye-catching.
Unfortunately, too many businesses use disruptive advertising incorrectly. For many brands, this form of advertising is used as a one-off experiment to grab attention temporarily or to go viral on social media. This can certainly work in the short term, but it’s impact is greater if disruptive advertising is used as part of your ongoing marketing campaigns.
Examples of Disruptive Advertising
One of the biggest examples of disruptive advertising as part of an ongoing marketing plan would be the soap company Dove. Through the past few decades, Dove has utilized older plus-sized women in their video advertisements. This was considered revolutionary and disruptive, as similar companies exclusively used celebrities or models in their ads. The brand has continued to use disruptive marketing in their video commercials.
Another excellent example of disruptive advertising would be an ad campaign from the outdoor and camping brand REI back in 2015. Anticipating Black Friday, many brands struggled to create advertisements that could pique the interest of consumers and make themselves stand out from competitors. REI, on the other hand, did something very different. Rather than advertise any Black Friday deals they had going on, the company launched an ad campaign encouraging consumers to stop shopping on Black Friday and go camping instead. This campaign was very successful and managed to not only surprise shoppers but make an emotional connection with them.
Just as well, car company Volvo decided to take their Superbowl advertising slot very seriously back in 2015. The company paid for a simple thirty-second commercial. In this commercial, the brand tells viewers to tweet with a specific hashtag in order to put in an entry to win a new Volvo vehicle. This was brilliant disruptive advertising, as each time viewers saw another car commercial, they would think of Volvo instead of the other car brand.
Tips and Tricks for Disruptive Advertising
There are many different ways to take advantage of disruptive advertising:
Think outside of the box. This is vital when coming up with a disruptive advertising campaign. In order for it to be disruptive, your ad will need to take what people are expecting and completely flip it around.
Understand that not every situation calls for this technique. Disruptive advertising can be an excellent technique when your brand is struggling to shine in a sea of competitors. However, disruptive advertising may not always be the best solution. Consider other marketing techniques before diving into the disruptive technique.
Always understand your industry. Before you can create a great disruptive ad, you’ll have to understand what exactly you’re trying to disrupt. This form of advertising isn’t just about surprising viewers– it’s also about projecting a message that makes your brand different from your competitors and others in your industry.
Get to know your customer. Obviously, this is a must-do for any form of marketing. However, a successful disruptive campaign is created when a brand’s professionals step into the shoes of their customers. Why would your customers appreciate disruptive advertising from your brand? What problems could they have with others in your industry? Take the time to use your analytics tools, but also take the time to really consider what pain points customers may experience universally with your industry.