When the Kindle first debuted, it did so with a memorable campaign that featured a woman and used stop motion to tell a story. The idea was to breakthrough in a creative way, as the product at the time was creative and breakthrough. It was inspired by previous YouTube stop motion viral videos online and inspired more YouTube stop motion videos afterwards. Without going into too much detail on the product benefits, the campaign created a name for the brand with this memorable concept. But now in efforts to keep up with Apple, the new Kindle Fire advertising is being more competitive and more demonstrative—taking a cue from the Apple brand playbook. Now, while the voiceover and copy are emotional in the Kindle Fire spot it is more about how great the product is and how many apps it has. I wish, Kindle would have stayed with a fresh approach and just added some more product benefits without going to the tired “anthem” format. Apple is continuing to do simple television demonstrations with their products in a clever way that seem to resonate with men, women of all ages. And with ads like the one featuring Zoe Deschanel talking to her new bestie, Siri, apple continues to spurn spin offs in the viral world of YouTube like this duet with Siri. So which do you think is the most effective way to engage women with a tech product? A great concept, great demonstration or a great anthem?
Want to see more, check out my first post in my series 20 examples of marketing to women that connects.