I often hear customers complaining:
To be frank, we have a boring product. So how on earth would you suggest to make it funny and interesting?
Well! It is not a rule that marketing HAS to be funny. Humour, however, is one of the most efficient and fastest gateways to your customers brain, heart and wallet. And that is why CARTOON MARKETING is a brilliant tool.
To me Cartoon Marketing can be defined as:
The properties of a product or a service are “translated” into a fictional character (Cartoon Character) who contains the very same values and attitudes, that you want to communicate about the product or service. Then you make an interesting PLOT-story: Typically we see how the person overcomes or tries to overcome certain obstacles (Cartoon Story) in order to convince somebody to buy the product or to do something else in life.
This is the first example of “Cartoon Marketing”:
EPURON is an Australian firm specialised in solar and windenergy.
They could hav chosen to tell a lot about the benefits of wind energy, compared to traditional energy sources. They could have shown one wind mill park after the other. However they did something else.
They used the PLOT-strategy:
The wind is translated into the cartoon character “Mr. Wind”. His problem is that everybody sees him as a nusens. A guy they just want to get rid of.
Suddenly one day, something happens, that changes the life of Mr. Wind. Finally there is a man who accepts Mr. Wind, as the person he is. He invites Mr.Wind to sit next to him and he offers him a job.
Mr. Wind is realising that he has potential and that he can do good in the world. In the end we see the tagline “His potential is ours” and then Epurons logo comes in with another tagline, that says: “INVESTING IN WIND ENERGY”
In this creative way Epuron not only communicates WHAT they are working with, they also tell us WHY they are making a difference, and they show us the obstacles they meet, everytime they try to convince people that wind energy is a good thing.