SoFi's Super Bowl Ad Shows the "Great" People Who Use Its Services
Laura McQuarrie — February 1, 2016 — Lifestyle
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.
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.
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.
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