The days of no hat no play! 2000’s. End of the summer holidays. You’d hop in the car with mum, and drive to the closes sports store, to pick up some new runners/sneakers/kicks/shoes for school. For the sole reason being you had destroyed yours while being outside the whole summer. Wouldn’t read about it.
By the way, this is in the BOA era (Before Overkill Advertising era), you’d rock up and just pick a pair that fitted and felt good and were cheap. The days when no anxiety about the colour or brand existed.
OHHHH how times have changed! We now live in the OA era. A time where our subconscious and conscious mind is subjected to pairs of shoes over 100 times a day, like it or not (when you stroll around at uni and when you scroll your social feed). Scary thought.
However, this digital world has allowed for something. These marketers have us under their thumb.
They can advertise a product, that they basically made for free or in the cheapest possible way and convince us its better then their last product.
Last year, Adidas created a pair of shoes from virtually nothing but ocean plastic, Adidas UltraBOOST Uncaged. An amazing feat indeed. With upwards of 95% of the shoe made from both recycled material and ocean plastics. Retailing from $150-500 (for a shoe they didn’t have buy materials for).
Now this week, ASICS have released shoes that come with a custom made sole… made in a MICROWAVE. What on earth is going on! But of course, like any good marketing campaign, Asics have created pretty little video.
And it did what it was intended to do, convince me that I needed them. Then I read that its more environmentally friendly and cheaper. OF COURSE it’s cheaper. They have just projected this product in a way, that makes me feel that its in my best interest to buy a more expensive item that is cheaper for them to make. Digital you’ve done it again!
So I thought I’d share how the digital age of marketing has had an effect on me.
What about you?
Have you ever had a brand convince you to pay more for ultimately buying less?
What digital campaigns have got you over the line?