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Animated Character
Posted By: whitefeud on 10/6/2004 5:59 AM (CST) 120 Points
We are trying to launch a new concept for a retail chain (electrical and electronic appliances) and we are using an animated character to support our concept.
The question is if the character will be:
a. funny, playful, smart and lucky with life

or

b. funny,playful, smart and unlucky with life

Posted by: W.M.M.A. Member Response
10/6/2004 9:20 AM (CST)
If in fact you are truly going to use an animated character...they must have same qualities as shopper...

"A" with the ability to solve problems by using you.
Fridge doesn't work...stove broken...etc.

Randall
WMMA
 
Posted by: whitefeud Author Response
10/6/2004 10:05 AM (CST)
usally people love the characters that are unlucky..
 
Posted by: SteveByrneBranding Accepted Answer
10/6/2004 1:22 PM (CST)
My interpretation of your question is which will be funnier? and/or which will your customers relate to more --- The Roadrunner or Wiley Coyote

Really can’t have one without the other, so maybe have two characters with the winning character as your spokesperson/brand expression.

Hope this helps,

- Steve
 
Posted by: Jett* Accepted Answer
10/6/2004 2:10 PM (CST)
If the character is going to represent you (or a reflection of a customer who needs help and figures it out..thanks to your company): A

If the character is going to represent the competition ( who you may want to insinuate a representation of the competition): B

Yes, people like to laugh at the "Jack Tripper" characters, but if this is going to be an icon of your company ,strength is a better aspect weakness. The "lucky" character can be funny..even if they have a few emabarressing moments (i.e. the Geiko gecko, the AFLAC duck)

I hope this helps!

-
 
Posted by: Carl Crawford Member Response
10/6/2004 4:28 PM (CST)
I think A will be better, but like SteveB has already said 'You cant have one with out the other"

hope this helps

Carl Crawford
 
Posted by: mgoodman Accepted Answer
10/6/2004 9:21 PM (CST)
It depends on how you're planning to use the character. If he's supposed to be helpful to customers -- the answer man -- then you don't want him to be unlucky.

If he is a representation of the customer, you have a choice ... tell them you understand how confusing it is by dramatizing the unlucky person who doesn't shop at your stores, or the reverse.

If you do a really good job, though, people will begin to associate your stores with the character, and I think I'd rather be associated with someone lucky than someone unlucky -- even if the latter might be more entertaining.

Net: Either one can work, but "lucky" is probably safer overall.
 
Posted by: Jim Deveau/Catalyst* Accepted Answer
10/6/2004 10:01 PM (CST)
Hi:

I think my colleagues have comverd the ground fairly well.

I guess I would vote for character "B" BUT I would allow him to inadvertantly stumble his/her way into success with your product/service/company from time to time.

Why?

I always think of the "everyman" character as one whom we the consumers develop empathy for. This is a great tactic if you are trying to establish consumer involvement with your brand.

The concept of making this character incredibly unlucky might give your consumers a bit of a boost (there but for the grace of God go I).

One more thought. Making this character a cariature brings to mind the adventures of Inspector Clouseau in The Pink Panther series. Although he is a complete dunce - he manages totally by accident to come out smelling like a rose!

Food for thought - hope this helps!
 
Posted by: ASVP/ChrisB Accepted Answer
10/6/2004 11:11 PM (CST)
Agree with Jim. Unlucky, but using the products/store to solve the bad luck and come out looking good!

Here's a local example http://www.homehardware.com.au/ - They use a pair of claymation dogs in their TVC's, always spilling paint and so on.

Visit their site and you will see they don't have a catalogue - they have a dogalogue!

Which shows how you can carry the character into other areas to make it part of the uniiqueness of the brand.

Hope this helps

ChrisB
 
Posted by: et3dotcom* Accepted Answer
10/6/2004 11:26 PM (CST)
Willie E Coyote was as unlucky as they come – the roadrunner always won– and to add insult to injury, the roadrunner got top billing, and never did much. I hated the roadrunner – couldn’t the coyote win just once? – Of course not – the story would just end, and ACME products would not have a customer.

How about a company with products that blow the ACME junk out of the water – gives the coyote the tools he really needs?

Sounds like you are going to have a lot of fun.
 
Posted by: whitefeud Author Response
10/7/2004 2:42 AM (CST)
Which of the 2 sides can run (last) longer on air?
Usually unlucky side has too many stories to cover. People usually associate themselves with reality of life;ie everybody is more unlucky than lucky?
 
Posted by: rubukas Member Response
10/7/2004 8:32 AM (CST)
.. i would lean towards the unlucky character. What builds a strong case, it the unlucky character getting that little edge, using the product... not to the point he\she becomes UBER-MENSCH, .. but just a tad..
a very good example is one from my own countr- the telenetwork provider NETCOM. They have this new service, YOUNG-Talk... a "cheaper" subscription for young.. now.. chitchat aside...
the commercial show this fumbly young gir. oopsing her way through the day .. the coffee cup breaks : " oops" .. she locks herself out - " oops" .. the cat gets thrown in the tumbler - "oops" .. she forgot to take her pill yesterday - "oops" ... she pics up her cellphone bill from NETCOM ... nothing....
slogan : " then you have one less thing to worry about" ....

seen in a birds perspective ... a lower phonebill isnt much.. however .. IT IS SOMETHING ...

i think you should rather focus on a character that is a bit distracted.. fumbly .. .. and show how the apliances helps hiim\her in daily life... not to perfection.. but just that little extra..
Overdoing the idea will cause disregard to the idea...

( example: who honestly believes that all happiness in the world wil come to you if you buy " perfect brand sigarettes" ... ??)

what gives you a better day, works best.. play on reality...
What makes you feel good, is good.. play on emotions
.. whats significantly easier to work, wnad saves significant amounts of time, play on the technical sides...

K:I:S:S

-vidar-
 
Posted by: SteveByrneBranding Member Response
10/7/2004 2:33 PM (CST)
Which of the 2 sides can run (last) longer on air?

Are you considering cable or radio or both?

Seems to me either side has an equal opportunity for lasting power. lucky or unlucky, it’s character development through story that creates longevity. Also, in story lucky or unlucky need to play off something, whether it’s a character(s) seen or heard by the audience or something unseen or unidentifiable -- a force, an extended arm, eyes looking over a fence, an audience, something.
 
Posted by: SteveByrneBranding Member Response
10/7/2004 2:42 PM (CST)
P.S. --

nothing wrong with using a comic strip format for print -- it's a way to convey story.
 
Posted by: michelletrex Member Response
10/7/2004 6:29 PM (CST)
I don't know if you have Home Hardware in the U.S. but here in Australia they use these 2 dogs Rusty and Sandy. One is a K9 'tool man' and the other is a clumsy assistant. Just in case you haven't seen it www.homehardware.com.au and they have a bloopers section that is very funny. My personal favorite is the "Dogalog" instead of a catalogue. I agree with the double character 'buddy' idea. Good Luck
 
Posted by: manoj* Accepted Answer
10/8/2004 12:36 AM (CST)
How about the character being usually unlucky, but gets lucky by using your brand??
 
Posted by: turqiz Accepted Answer
10/8/2004 3:18 AM (CST)
Its different in essance, but consider the American Express adds (never leave home without it) verses the Mastercard "priceless" campaign. Its the same product basically, just that the people are portrayed as unlucky with one (American Express), and smart and savvy in the other (Priceless).

I think personally that the lucky are more compelling. People like to think of themselves as smart.

The character can always be a lucky comic "superman" type saving other unlucky suckers from their bad luck with competitors - this way you do not loose the "unlucky effect" for people to simpathise with. It all depends on the plot.

But basically, lucky or unlucky, when done right both can be qually efficient and make you eventually lucky in business... As I see it, Its just a matter of personal taste.
 


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