Waiting 9 Decades
Yesterday, one of the first stories that caught my attention on Facebook was about this very old Chinese couple that is married for 88 years and got their first wedding picture taken only recently. Wu Conghan, 101, and wife Wu Sognshi, 103, have been together for nearly nine decades: they got married in 1924. A truly romantic and thrilling story, pictured with eye-candy images that warm our hearts and make our day sweeter. Possible not only to the wonders of photography, one of the most ancient and admirable arts invented by men, but also to a series of other efforts combined: think how surreal is that me, a Brazilian girl that lives in the Middle East, opens Facebook and sees an ad about it on the Newsfeed. When I click on the link of one of the pages that I like (a Canadian Spiritual “we-are-all-equal” page) this article on an English online newspaper pops up.
Their happiness is almost palpable through the pictures. Made me wonder why no one recorded a video of the lovely couple. I’d love to hear their voices and the sound of their ashamed laughs while they prepare themselves for the photo shot, although I do not speak a single word of Mandarin, or whatever Chinese dialect they speak. But for sure, the delicious atmosphere of complicity I can see in the pictures would be potentialized in the video. Going even further, me and my advertiser and marketer mind start to think who took the pictures, what brand was the camera, and why they did not use that in another (better?) way. Was it a Sony, for example? I have a great slogan, something like “Sony, making sure the eternal will last.” And then, using the video with this real 100 years couple, married forever, and spreading it around.
We have everything we need here: content, REAL content. Relevancy, since we are talking about a true love story. The emotional differential. We only don’t have the video.
Recent studies prove that viewers are much more receptive to ads seen online than on TV. According to Nielsen/IAB, in the US for example people streaming video watch ads for 20 seconds with a surprising completion rate of 87%. If we think about branding impact, we realize the missing opportunity there is here with the Chinese couple: from digital cameras to wedding gowns, I can think of at least 10 good products that would benefit from their first tender picture.
But coming back to reality, let’s not forget we are talking about China, a country where internet regulation is very particular. Maybe my advertiser mind is just too utopic and I did not realize that a video could be not allowed at all. But China is still the most prominent online market of this world. If in the US online video has this huge growth rate for online video ads, in China it’s tripled. Results that take years to brands acquire in the West are acquired in China within months: not only because we are talking here about one of the most populated countries of the world, but also because we are talking about a population that is online savvy, brand oriented and very well known for its consumer habits. What probably could happen in China though is that Chinese won´t be touched by the lovely couple the way we, romantic westerners, were. Usually Chinese people like everything that is European and American and can easily establish a link with these two cultures. But this is a topic for another post.
As a conclusion for this quick brainstorm, I can see here many benefits (again) of advertising on online videos. More than that, I can see many benefits of advertising on online videos having the versatility of using what we have, and adapting what we have in our reality and the reality of our consumers, countries, laws and what else is required to adapt. Or not: after all, isn’t it a globalized world?