Friday, September 21, 2007

Wal-Mart's New Ads: Simple and Brilliant

I have read a whole lot on Wal-Mart's (WMT) new ad campaign but until this morning had yet to see the ads. Personally, I thought they were perfect.

Before we start the conversation, you can view one of the ads here.

What Wal-Mart does with the ads is remind you what you can do with the money you save at their stores. Rather than the previous ad campaign that only told you they had "low prices" they are now saying "look at the fun things you can do with the money you save". The images of a family vacation with the kids is sure to spur memories in people of their childhood and the desire to create similar memories with their kids.

It also is going to inspire people to want to save a little cash to enable them to do one or two more things on that vacation. Wal-Mart is telling us that if we shop there we can do just that.

What they have done is turned a logical ad campaign that said shop here because it "makes sense to save money" into an emotional one. Now the message is shop here so you can have "more fun and do more with your kids" with the money you save. I found myself smiling during the commercial and that is exactly what Wal-Mart needs. When it comes to money, emotion controls the overwhelming majority of peoples spending habits, not logic.

That is why this campaign will be a winner..


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