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Hi I'm Graeme Newell. Today, the hidden tactics behind some of FedEx's most popular ads.
FedEx's Caveman ad was a Superbowl Favorite. Why did it work so well? Like so many other
FedEx ads, it follows the popular ad formula of the flawed solution.
Here are the simple steps to the flawed solution formula.
Step One, point out one of your customer's biggest problems.
Step Two, offer up a completely ridiculous solution. The crazier the better. Watch how
they did it in this spot. "Well he's a jolly good fellow, we need we
need to finish those projections. And I'll put the final presentation, Sally I'm gonna
need 40 copies obviously collated. What's going on? When we're crunched for time Brad
combines office celebrations with office business. It's about efficiency."
Now it's time for step three, the product pitch. Your smart solution gets the job done.
"It's about efficiency. We can help. When you ship with FedEx you can work right up
until the last minute, gives you more time to get stuff done. That's a good idea. And
I need to speak with you privately, I found your resume in the printer. Everyone! I found
your resume in the printer. We understand, you need a partner who gives you more time.
FedEx." "What are they doing? I believe they're playing
bear-hunter-ninja, sir." FedEx's genius is that they take the flawed
solution one better. That ridiculous solution in step two isn't just random wackiness.
"What the heck is that? These have to get to Houston. Good gravy man, if we don't get
them all there by 8 am tomorrow we're all, doomed. Doomed! I'll put it in a FedEx box
and print out a label. Hurry man, or we're all doomed. Doomed!"
FedEx always ridicules one of its core customer's greatest real-world frustrations - flawed
office logic. "Carol, when you replaced casual Friday with
Nordic Tuesday, was it really for fun, or to save money on heat? Why, don't you think
Nordic Tuesday's fun? Oh no, it's fun. You know if you're trying to cut costs FedEx can
help. We've got express options, fast, ground and freight options. You could save money
and keep the heat on. Great idea. That is a great idea. Well, if Nordic Tuesday wasn't
so much fun. We understand, you need to save money. FedEx."
We've all been there. Everyone knows the new office policy is crazy, but still, everyone's
expected to plaster on a smile and play along. So take a lesson from an ad comedy master
like FedEx. The flawed solution formula gives them a double barrel shot of customer connection.
A very practical solution to a problem, and a very sarcastic jab at a big customer frustration.
I'm Graeme Newell and that's emotional marketing.