Understand Your Audience

March 22nd, 2011 - by Guest Contributor

Understand your audience. Without it, you will not achieve results. A client presented Adfero with the challenge of taking a serious problem – the national debt – and creating a video that addresses this very real issue through the use of humor. We know that moms, our target audience, are busy, make important decisions that affect their families, try to spend wisely, and of course love their families more than anything. As we spoke with a number of moms about the national debt, we quickly learned that moms raised the following question:  if they could balance a budget, why couldn’t the government? We also discovered that moms do not want the country’s current debt to be passed along to their children and future generations.

“Samantha v. Sam,” captured the concerns moms have for their families, along with the foolishness of government spending in a way that resonates with our audience. The video employs split screen technology showing a mom, Samantha, on one side and a slick politician, Uncle Sam, on the other. The visual draws a stark contrast between the sensible decisions Samantha makes against the careless decisions of Uncle Sam. The video culminates with Samantha throwing a pie in the face of Uncle Sam, a humorous ending to a serious message. Many moms who watched the video shared with us that they felt like doing the same thing to the federal government who continues to over-spend.

The “Samantha vs. Sam” video was recognized at the Pollie Awards this year for “Best use of Humor.”

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