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.
What's Driving This Trend
- Personalized Advertising
- Companies are using personalized advertising strategies to target specific individuals based on their unique qualities and characteristics.
- Emotional Marketing
- Brands are focusing on creating emotional connections with their audience by using storytelling techniques in their advertising campaigns.
- Disruptive Commercials
- Businesses are creating commercials that challenge traditional advertising norms and engage viewers through unconventional approaches.
Who This Affects Most
- Financial Services
- The financial services industry is exploring innovative ways to promote their loan products and reach their target audience.
- Advertising and Marketing
- The advertising and marketing industry is constantly evolving to develop new strategies and approaches to captivate consumers' attention.
- Online Lending
- Online lending platforms are using disruptive advertising techniques to differentiate themselves and attract potential borrowers.
