- By creative department AdIndia Advertising Kochi
Close your eyes and think of yourself on a vacation. This has been a trip your friends have been begging you to take for a long time. You might imagine yourself wearing premium accessories and chilling in picturesque locations taking loads of selfies. Now try naming each brand that you pictured with those accessories.
You may have imagined yourself in polo shirts, or with Nike shoes at a beach side destination. If you have not then you might be an exception to the constant bombardment of lifestyle ads that we experience on a daily basis. Everyday thousands of brands are competing not just for your attention but your loyalty. Brands today don't sell products but your “experience” of using their products.
They reflect your set of values and ideals. They mirror the archetypes of desire that the general public are subscribed to. They aspire to have customers who eat, live, breathe and sweat the brand's ideas. What makes this type of advertising special is that it goes beyond the product. The ambition that it sets to achieve is to sell you an ideal.
Lifestyle advertising invests their time in identifying where their target group gets their information. They look into the behavioural patterns of how their consumers consume media or information. This might vary depending upon the different age group, familial status, age etc. They check whether you are on social media or watching TV more? Do you like to drive around and look at billboards? What trendy apps are you using ? From here, they can figure out which channels of advertising strategy makes the most sense for their brand.
They focus on creating the right content for that specific audience. The content will have exclusive focus on the brand’s identity and the ideal lifestyle they have envisioned for their audiences. They try to showcase less of product or service features and more of letting their audience visualize their aspirations.
By leveraging their consumers' lifestyles by tying the brand to their values, lifestyle advertising also aims to create a community with their brand. Brands use interactive platforms across various social media outlets that are specific to their target group.
What the whole of lifestyle advertising ultimately aims to achieve is the art of decision making. Specifically yours, they aim to get you married to a brand and its vision for you.
So what brands do you feel influence you the most?
Comment down below.
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