News

The Swirl: June 6, 2016

While Mother Nature is crankin' up the heat, The Swirl is crankin' up your weekly inspiration. What to expect in this edition: when things go right, finding your dream home, and real life emojis (kind of).

WORD OF THE WEEK

Swipe (n.) - not just the motion of moving one's finger "left" or "right" on Tinder.

A swipe file is a collection of tested and proven advertising materials and is common practice used by creatives as a ready reference of ideas for projects. Think a best in class inspiration wall or a Pinterest board for ads.

WELCOME TO THE GOOD LIFE

Most of us know State Farm as a good neighbor - the insurance company that will be there for you when things go wrong. But what about the good things in life? Like getting into college, driving your first car, or having a baby. You're probably going to need some help along the way for these things too. At least that's what State Farm is trying to get across in their most recent campaign. Their new tagline, "here to help life go right," aims to reflect the company's breadth of services. The spots feature some of life's greatest milestones. Think babies, birthdays, and generally just a lot of happiness. The main takeaway: in a world where nothing bad happens, State Farm is still there for you. Because everyone deserves a little good.

WHY IT MATTERS

The insurance category is cluttered with a lot of marketing focused on potential accidents. There's a lot of messaging around life's unexpected moments, and it seems like everyone is talking to consumers in the same way. Whether you like State Farm's new campaign or not, you have to admit that it's refreshing to see something that's a bit different in the industry. Especially when it's not all about times of strife. Thank you State Farm for reminding us that the good things in life are just as important as the bad, if not more. Are you cheesin' yet?

SWEET DREAMS

Have you ever caught yourself daydreaming about your perfect home or critiquing House Hunters? Yep, we've all been there. And realtor.com knows that we all have ridiculous expectations when it comes to searching for a home. More like searching for a dream home. The site released new ads last week, and you can't help but laugh at them. The spots are a humorous blend of home ownership fantasies and buying tips that feature celeb Elizabeth Banks. Comedy has been the main way this company stands out among competitors, and they didn't disappoint. The scenes bring unreasonable house hunting requests to life in a light-hearted manner. It's funny because it's true. Next time you want outdoor space in NYC with a small budget, just remember that it might be hard to find. But when you do, it will probably be on realtor.com.

WHY IT MATTERS

The real estate category is extremely competitive. When it comes to finding a home, there are so many different resources consumers can turn to for help. And in an industry of ‘sameness,' realtor.com found a way to stand out. More than that, it's memorable. Over the past few years they've gotten their name out there, but with these spots, consumers will now be able to understand the true product benefits. And they're not promising your dream home, but rather more homes to look at. The more options, the better. While humor hasn't been a common tactic for real estate marketing, it's what this brand is using to effectively differentiate itself among established competitors.

THAT MOMENT WHEN

We all know that gut wrenching feeling when your phone drops out of your hands and onto the ground, face down. You don't wanna look... and just pray to the smartphone heavens above that your Otterbox braced the fall. Moment of truth, moment of truth! ...It's shattered.

Motorola's new campaign promotes the new Droid Turbo 2 by imagining a world where emojis have a life of their own. And we've got to admit, it's pretty hilarious. The idea started earlier this spring as a series of short videos that envision what happens to emojis when a phone breaks, and now, the brand's continuing that campaign on Twitter. Last week, Motorola cranked out social content featuring emojis, and encouraged people to submit their saddest stories using #ShatteredStories. In exchange, Motorola put together custom responses from an "animation war room" all on the fly to connect with people in a relevant, meaningful way. Emojis are the universal language, after all.

WHY IT MATTERS

Pigs rolling in poop, an emergency rescue, and emoji souls sucked into the afterlife might sound a little too crazy off-the-wall when you say it out loud. But sometimes, the most outlandish ideas are the ones that stick... and also the ones that get consumers most engaged. Motorola took something as simple as people's love for emojis and made it relevant for them. We saw Domino's do the same with the pizza emoji ordering system. Moral of the story: trending topics work best when you tie them closely back to your brand.

FINAL FOOD FOR THOUGHT

Watch out Google Maps, there's a new GPS in town: easyJet's Sneakairs.