In order to garner a ton of brand recognition, SoFi is launching its first ever Super Bowl ad this year. SoFi is a loan company that wanted to share its unique business model with the world, which it succeeds in doing through this 30-second commercial.
Rather than approaching its marketing strategy from a digital perspective, SoFi decided that an advertisement during the Super Bowl 50 would make the biggest impact. However, the commercial needed to be slightly discerning; as SoFi's COO Joanne Bradford puts it: "Not everyone qualifies for our products, so we didn't want to say, 'Hey everyone come in here and get a loan.'" As a solution to this, SoFi's commercial points out people in public who are "great," as well as others who are not as great, without much explanation. Finally, the commercial ends with a call-to-action that urges people to visit SoFi's website to find out if they are great as well.
Discerning Loan Commercials
SoFi's Super Bowl Ad Shows the "Great" People Who Use Its Services
Trend Themes
1. Personalized Advertising - Companies are using personalized advertising strategies to target specific individuals based on their unique qualities and characteristics.
2. Emotional Marketing - Brands are focusing on creating emotional connections with their audience by using storytelling techniques in their advertising campaigns.
3. Disruptive Commercials - Businesses are creating commercials that challenge traditional advertising norms and engage viewers through unconventional approaches.
Industry Implications
1. Financial Services - The financial services industry is exploring innovative ways to promote their loan products and reach their target audience.
2. Advertising and Marketing - The advertising and marketing industry is constantly evolving to develop new strategies and approaches to captivate consumers' attention.
3. Online Lending - Online lending platforms are using disruptive advertising techniques to differentiate themselves and attract potential borrowers.