1. We like to see and hear real people in ads, not just actors.
2. We believe what other customers say more than we believe what suppliers say.
3. And social media is increasingly being used to market products and services, as opposed to traditional media.
I have written about these trends before.
I heard another fine example on the radio yesterday. It’s an ad for Eurostar, called ‘Postcards from Europe’, with a selection of podcasts/phone-ins from Brits joyfully describing what they can see in the exciting destinations they have travelled to.
I heartily approve.
It’s much more convincing than Eurostar paying a voiceover artist to read a polished script in a recording studio, that’s for sure.