What is it about the new-age companies and their advertising campaigns that make them different? Companies like Uber, Airbnb, Tinder, Fitbit, Spotify and others started around a decade ago are ruling marketspaces, and their advertisement campaigns are something to be aware of. These global companies plan and strategize their campaigns according to the geographic area and the target audience, in other times talks about inclusivity. They have the space to move across various demographics, and geographic parameters, and a need to keep constantly engaging different audiences. How do they do it?
Started in San Francisco in 2009, this company, needless to say, has caught up all around the world. Their ads take a friendly relaxed approach. Their ad campaigns include ‘Moving Forward’ ‘See you soon’ ‘Doors are always opening’ etc.
‘Doors are always opening’ is a campaign where the company shows the role it plays in everyday lives, be a part of their journey on very important days.
‘Moving Forward’ is one of their important campaigns which came at the wake of increasing sexual harassment and gender discrimination which lead to the stepping down of their CEO.
‘See you soon’ is a campaign that brings people closer quickly through Uber and the speed of their services
Uber seems to break down the tiny moments in life, one which all empathize with and been in. It makes their ads well-received.
Started in San Francisco in 2008, this company uses explorative ways to reach to its customers, who love to live an experience. Their ad campaigns include ‘We accept’ ‘Experiences’ ‘Live there’ ‘Stories’ etc apart from re-doing their logo, app design, etc
‘We Accept’ took the world by storm with the reach and extent of inclusivity, by introducing a non-discriminatory policy towards the guests who reach out to Airbnbs for stays.
‘Experiences’ gives a perspective of the neighbourhood, of going beyond the popular tourist destinations, by giving the traveller a chance to experience the place of the city they are at. These campaigns also became popular with collaborative promotions with Vice.
‘Live there' is by far one of the most hooking campaigns that Airbnb has come up with.
Airbnb makes use of the space of makes travelling interesting and moulding the mindsets of those who are tourists rather than travel to spaces
Started in Los Angles in 2012, this company threw light on dating apps of today. They have quirky advertisements that cater to audiences of all kinds. ‘Single, Not Sorry’ ‘Adulting can wait’ are some of their pioneer campaigns took take inspiration from.
‘Single, Not Sorry’ focuses the younger generation where they have fun with people, in quirky settings.
‘Adulting can wait’ shows the fun aspects of kid life that’s taken as one grows up
These three companies were started more or less a decade ago, and are non-traditional in set up. They take up the digital space to run their business with no need for a brick and motor store or an inventory. The world started to focus more on experiences after the advent of these companies. It is important to be very conscious while advertising especially in these cases because they act as a facilitator between cab drivers, hosts, and their customers, or put two customers in touch. Hence these companies constantly communicate their culture and values through their ads, apart from other means because they cater to larger audiences across the globe.
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