What is the best advert I have ever seen? I honestly don't know because I don't think of adverts with fondness.
The aesthetic, creativity, plot, key message are important factors for success but the most important factors in my opinion is the effectiveness of the segmentation and targeting and ensuring that the right customer sees the ad at the right time, frequency and the right place or media which influences him/her to make a purchase decision.
However, as far as creativity goes the classic Panadol ad that was delivered by the cast of the TV show "The New Masquerade" in the 80s is memorable. This was the ultimate differentiator for the Panadol brand. Every Nigerian of a certain age can recite the dialogue word for word till today. And the Panadol brand became so strong that people today don't know that Panadol is a brand of paracetamol. Every other brand is a white tablet of paracetamol but Panadol is Panadol. Looking at it now though, you have to wonder how effective would it have been in the highly fragmented era of multimedia and the Internet. ]
Back then the whole country was watching only 1 TV channel and all you needed as a marketer was enough money to advertise during the prime TV slots like the 9 0 clock news and you have the attention of the whole country. #bestads
Mayowa Oyeyipo (B.pharm, MBA)
Sales & Marketing Professional
